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A file photo of a livestreamer selling handbags at a TikTok Livestreaming E-commerce Base on October 12, 2021 in Wuhan, China.

Visual China Group | Getty Images

Sporting a sparkly dress and a Santa hat atop her distinctly pink hair, Sarah Potempa stood in front of her smartphone at her hair-care company’s warehouse in Waukegan, Illinois. It was time to go to work. 

Potempa is a celebrity hairstylist who goes live on TikTok multiple times a week. During “the packing show,” as she calls it, Potempa livestreams herself as she packs up orders of her viral Beachwaver curling iron for six to eight hours at a time. 

The stream on Nov. 20 had a party atmosphere, with Potempa taking breaks to dance to “In Da Club” by 50 Cent in between shipping out orders. To the more than 1,000 TikTok users who typically tune in for Potempa’s shows, this is entertainment and shopping all at once. 

Beachwaver is part of a growing influx of retailers that are flocking to TikTok Shop, the video app’s shopping service. TikTok Shop launched in September 2023 as a way for users to purchase products without leaving the app, and since then, the China-owned app has emerged as a viable alternative for retailers looking to diversify their e-commerce business from Amazon

Via a dedicated Shop tab, retailers big and small promote products of all kinds, ranging from eyeshadow palettes, phone chargers, detox teas, treadmills and more. On TikTok, retailers typically offer generous coupons and free delivery within a few days. Shoppable posts, which look like normal videos but are ads for products sold in TikTok Shop, frequently appear in TikTok’s main video feed, known as the “For You” page. Those posts allow users to purchase products without exiting their For You feed.

On Potempa’s show, shoppers race to place an order to get a 50% discount on Beachwaver products and free add-ons to their order like face washes or lipsticks, along with the chance to have their username read aloud by Potempa while she packs their order on screen.

“When TikTok Shop was new and people hadn’t used it yet, they would ask, ‘Is this on Amazon yet?'” Potempa said in an interview. “I would get those questions like, ‘Can I buy it somewhere else?’ Now that it’s been around for a year or so, we’ve done 1.2 million orders.”

ByteDance-owned TikTok has already cemented itself as an advertising powerhouse, and with TikTok Shop, the company has been trying to carve out another revenue stream through e-commerce. The company has attracted the likes of Nike, PacSun and Crocs, among others. Those retailers want to tap into the more than 170 million Americans on TikTok who shop on impulse as they scroll through videos. 

They aren’t the only ones. 

Amazon sellers are also being persuaded to try out the service with promises of low fees and steep discounts on products footed by TikTok. Besides sellers, the company has also hired talent away from Amazon, filling key roles for TikTok Shop in areas like marketing, creator relationships, brand safety, category managers and operations.

In the 15 months since its launch, TikTok Shop has emerged as a “massive e-commerce machine,” according to ecommerceDB, a market research firm. EcommerceDB predicts TikTok Shop will more than double its gross merchandise volume, or the dollar value of items sold on its marketplace, to $50 billion this year. That’s a fraction of Amazon’s 2024 expected GMV of $757 billion, but nonetheless, TikTok Shop is making strides.

“Every time you scroll, every other scroll is a Shop post, so they’re making a lot of investment to encourage that in-app conversion,” said Caila Schwartz, Salesforce’s director of consumer insights and strategy for retail and consumer goods.

Amazon spokesperson Mira Dix told CNBC in a statement that sellers are engaging with its store “more than ever before” and seeing greater success. Dix said the company’s services for sellers are optional, such as fulfillment, which costs “an average of 70% less” than comparable two-day shipping alternatives.

“Our selling partners are incredibly important to Amazon, and we work hard to innovate on their behalf and support the growth and success of these businesses across all of their sales channels,” Dix said.

Beachwaver CEO Sarah Potempa hosts livestreams on TikTok Shop multiple times a week.

Looming deadline

TikTok’s e-commerce push comes at a precarious moment for the company. 

In April, President Joe Biden signed a law that requires ByteDance to sell TikTok by Jan. 19. If TikTok fails to cut ties with its parent company, app stores and internet hosting services would be prohibited from offering the app, amounting to a nationwide ban in the U.S. TikTok has sued to block the measure.

President-elect Donald Trump could rescue TikTok from a potential U.S. ban. After trying to implement a TikTok ban during his first administration, Trump reversed his stance, acknowledging in a March interview with CNBC’s “Squawk Box” that “there’s a lot of good and there’s a lot of bad” with the app. Trump changed his position around the time that he met with billionaire Jeff Yass, who is a major investor in ByteDance.

As the January deadline grows nearer, TikTok has largely been operating its business as usual. 

Executives from TikTok Shop pitched its marketplace as a holiday shopping destination during an October event in Manhattan with business owners and social media influencers. Users have shopped hundreds of millions of units on its e-commerce platform since launching September 2023, said Nico Le Bourgeois, TikTok Shop’s head of U.S. operations. Le Bourgeois, who joined TikTok in August 2023, previously spent nearly nine years at Amazon in a variety of divisions including its third-party marketplace.

TikTok Shop isn’t trying to sell “everything to everybody,” Le Bourgeois told CNBC in October. TikTok Shop is a marketplace for product discovery that surfaces “new, cool, interesting” items from big and small brands, he added.

“You see it, you like it, you buy it. It’s not a search,” he said. “It’s a very different way of shopping.”

Le Bourgeois declined to comment on the looming TikTok ban, but a company spokesperson at the event said TikTok Shop isn’t slowing down.

“The sellers here, creators, they’re building their livelihoods on TikTok,” the spokesperson said. “We’re going to continue to show up for that. There’s a huge opportunity for us.”

‘Enjoying it while it’s hot’

More Americans are expected to turn to TikTok and other China-linked apps for gift buying this holiday shopping season. 

Roughly 63% of Western consumers plan to purchase from Chinese shopping apps during the season, according to Salesforce. That includes TikTok, Alibaba’s AliExpress, Shein, Temu and fast-fashion company Cider.

On Saturday, TikTok said its U.S. Black Friday sales topped more than $100 million, with home goods, fashion and beauty products among the most popular categories. Canvas Beauty, a top seller of hair-care and beauty products on TikTok Shop, hit $1 million in sales within two hours of going live on the app, the company said.

Retailers and sellers, some of which count TikTok for the lion’s share of their online sales, told CNBC that they’re sticking with the platform despite the possibility that it could disappear.

Although it’s impossible to ignore the conversation around a potential TikTok ban in the U.S. as a brand that heavily relies on the platform, Yay’s Snacks co-founder and COO Rachel Cheng said she’s not convinced that TikTok will go away under the Trump administration because it doesn’t seem to be the president-elect’s main focus.

Yay’s Snacks, which makes crispy Cambodian beef jerky, was one of the earliest companies to join TikTok Shop when it launched. Yay’s founder and CEO Marlin Chan, a former YouTuber, frequently posts humorous TikTok videos promoting his snacks, which are based on his grandmother’s original recipe. Among the videos is a series that parodies the show “Undercover Boss.” Those videos helped Yay’s amass tens of thousands of TikTok followers, who keep buying the jerky, Cheng said.

At one point, TikTok sales comprised nearly 90% of Yay’s total revenue, with monthly sales from the app peaking at $75,000 last November, Cheng said. Yay’s is prepared to divert to Amazon and its own website if TikTok is banned, but as long as TikTok is “still here, we’re going to do what we can to stay on top,” Cheng said.

“If we were sitting here worrying about what’s next, we would’ve never gotten on TikTok Shop,” Cheng said. “We’re enjoying it while it’s hot.”

Craig Sjodin/ Disney ABC Television Group/ Getty Images

Competing with Amazon

Scrub Daddy, known for its smiley face-shaped sponges, went viral on TikTok during the Covid pandemic and counts more than 4 million followers. Its top video, a demonstration of its Damp Duster sponge, has 30 million views while its bestselling product on TikTok Shop has been purchased nearly 76,000 times, according to the app. That figure doesn’t account for items that have been returned after purchase.

After kicking off in 2012 with an appearance on “Shark Tank,” Scrub Daddy CEO Aaron Krause said he lost faith in traditional marketing efforts. 

“We did a TV ad, we did some outdoor ads on billboards, we did a little bit of radio,” Krause said. “All I found was that I was throwing money into the air.”

Making Six Figures On TikTok

The company pivoted toward social media marketing, primarily on Instagram, which turned out to be a “pot of gold,” Krause said. Scrub Daddy set up an account on TikTok in 2020 and worked with influencers to promote its products, including Vanesa Amaro, a popular account for housecleaning content with more than 5.7 million followers. After Amaro recommended the sponges to her viewers, Scrub Daddy sold 30,000 units in one weekend, Krause said.

TikTok’s “algorithm just allows you to hit millions and millions of views with one hysterically crazy video,” he said.

In recent months, TikTok has encouraged retailers and sellers to host hourslong livestreams multiple times per week as a way to connect with shoppers. Many brands have invested in building out their own studios to record the shows or have hired talent to host them. 

Scrub Daddy snatched up longtime QVC host Dan Hughes after he was laid off from the home shopping company in 2023. Others, like Beachwaver, have turned their CEOs into on-screen talent.

TikTok Shop was a big topic of conversation at a conference for Amazon sellers in New York in October. A session on “how to scale your brand” with TikTok Shop drew a packed room of sellers who listened to e-commerce strategist Rafay MH talk up the potential for brands to haul in $8 million to $10 million in sales from TikTok in less than a year. 

“Amazon comes with a ton of competition,” MH said. “TikTok is the opportunity for free eyeballs and sales.” 

Many Amazon sellers have embraced TikTok after they were initially slow to join the platform, said Michelle Barnum Smith, who provides consulting services to online businesses.

“I was the bedraggled gold miner standing on the street corners of New York, saying ‘There’s gold in those hills,’ and people were like, ‘Yeah, sure,'” Barnum Smith said “But as soon as they started seeing their competition on there, or their buddy on there, they were like, ‘I’ve got to get on there.'”

There’s now “extreme FOMO,” or fear of missing out, among Amazon sellers to join TikTok even if it no longer exists in the U.S. next year, Barnum Smith said.  

“Whatever the future looks like for TikTok Shop, they’re happy to take that money now and get while the getting’s good,” Barnum Smith said.

Correction: Vanesa Amaro is a TikTok influencer. An earlier version misspelled her name.

Disclosure: CNBC owns the exclusive off-network cable rights to “Shark Tank.

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Sony raises PlayStation 5 prices in Europe citing ‘challenging’ economic environment

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Sony raises PlayStation 5 prices in Europe citing 'challenging' economic environment

The PlayStation DualSense controller and PlayStation 5 console.

Jakub Porzycki | Nurphoto | Getty Images

Sony hiked the price of its flagship PlayStation 5 console in Europe, Australia and New Zealand, citing a “challenging economic environment” behind its move.

In Europe, the PS5 Digital Edition will now cost 499.99 euros ($569.9), Sony said in a blog post on Sunday. That is up from a previous price of 449.99 euros. The company said the U.K. recommended retail price is £429.99, a rise from the previous price of £389.99.

There is no price increase for the PS5 with HD Blu-ray disk drive in Europe and the U.K, while the PS5 Pro, an upgraded model of the console which was launched last year, was also spared hikes.

PS5 prices were also boosted for sales into Australia and New Zealand.

Sony said it has made the “tough decision” to raise prices against the “backdrop of a challenging economic environment, including high inflation and fluctuating exchange rates.”

Global financial and currency markets have been volatile since U.S. President Donald Trump announced so-called “reciprocal tariffs” on more than 180 countries earlier this month. Since then, Trump has reduced some levies to allow time for negotiations and has exempted certain products, like smartphones.

Serkan Toto, CEO of Tokyo-based games consultancy Kantan Games, said its likely Sony will also raise PS5 prices in the U.S.

“I would be very surprised if Sony was able to keep the PlayStation prices in the US stable. Now is the ‘right’ time for the company to hike prices because user backlash would be comparably limited,” Toto told CNBC on Monday.

“So yes, I expect Sony to raise prices in the U.S. eventually, once it’s at least a bit more clear where exactly tariffs are headed.”

It’s not the first time that Sony has boosted prices for the console, which is now more than four years old. It previously undertook hikes in 2022 in various countries and regions, then further lifted the console’s price in Japan last year.

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Tokenization of the market, from stocks to bonds to real estate is coming, says BlackRock CEO Larry Fink, if we can solve one problem

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Tokenization of the market, from stocks to bonds to real estate is coming, says BlackRock CEO Larry Fink, if we can solve one problem

Bitwise Spot Bitcoin ETF (BITB) signage on the floor of the New York Stock Exchange (NYSE) in New York, US, on Thursday, Jan. 11, 2024, with trading commencing on the first US exchange-traded funds that invest directly in the biggest cryptocurrency.

Bloomberg | Bloomberg | Getty Images

If the vision of Larry Fink — CEO of BlackRock, the world’s biggest money manager — becomes reality, all assets from stocks to bonds to real estate and more would be tradable online, on a blockchain.

“Every asset — can be tokenized,” Fink wrote in his recent annual letter to investors.

Unlike traditional paper certificates signifying financial ownership, tokens live securely on a blockchain, enabling instant buying, selling, and transfers without paperwork or waiting — “much like a digital deed,” he wrote.

Fink says it would be nothing short of a “revolution” for investing. Think 24-hour markets and a trading settlement process that can be compacted down into seconds from a process that today can still take days, with billions of dollars reinvested immediately back into the economy.

But there’s one big problem, one technology challenge that stands in the way: the lack of a coordinated digital identity verification system.

While technology experts say Fink’s idea isn’t improbable, they agree that there are cybersecurity challenges ahead in making it work.

Verifying asset owners in world of AI deep fakes

Today, it’s not easy to verify online that the person you are interacting with is that person because of the prevalence of AI deepfakes and sophisticated cybercriminals, according to Christina Hulka, executive director of the Secure Technology Alliance, an organization focused on identity, access and payments. As a result, having a unified verification system would be useful because there would be cryptographic validation that people are who they say they are.

“The [financial services] industry is focused on how to build a zero-trust framework for identification. You don’t trust anything until it’s verified,” Hulka said. “The challenge is getting everyone together about which technology to use that makes it as simple and as seamless for the consumer as possible,” she added. 

It’s hard to say precisely how a broad-based digital verification system would work but to support a fully tokenized financial structure, a system would, at a minimum, need to meet stringent security requirements, particularly those tied to financial regulations like the Know Your Customer rule and anti-money laundering rules, according to Zulfikar Ramzan, chief technology officer at Point Wild, a cybersecurity company.

At the same time, the system would need to be low friction and quick. There’s no shortage of technical tools today, especially from the field of cryptography, that can effectively bind a digital identity to a transaction, Ramzan said. “Fifteen to 20 years ago, this conversation would have been a non-starter,” he added.

There have been some successes with programs like this across the globe, according to Ramzan. India’s Aadhaar system is an example of a digital identity framework at a national scale. It enables most of the population to authenticate transactions via mobile devices, and it’s integrated across both public and private services. Estonia has an e-ID system that allows citizens to do everything from banking to voting online. Singapore and the UAE have also implemented strong national identity programs tied to mobile infrastructure and digital services. “While these systems differ in how they handle issues like privacy, they all share a key trait: centralized government leadership that drove standardization and adoption,” Ramzan said.

Centralized personal data is a big target for cybercriminals

While a centralized system solves one challenge, the storage of personally identifiable information and biometrics data is a security risk, said David Mattei, a strategic advisor in the fraud and AML practice at Datos Insights, which works with financial services, insurance and retail technology companies. 

Notably, there have been reports of data stolen from India’s Aadhaar system. And last year, El Salvador’s government had the personal data of 80% of its citizens stolen from a centralized, government-managed citizen identity system. “A lot of security experts do not advocate having a centralized security system because it’s kind of like the pot at the end of the rainbow that every fraudster is trying to get his hands on,” Mattei said.

In the U.S., there’s a long-standing preference for decentralized systems for identity. On mobile devices, Face ID and Fingerprint ID are done not by centralizing all of that data in one spot at Apple or Google, but by storing the data in a secure module on each mobile device. “This makes it much harder, if not impossible, for fraudsters to steal that data en masse,” Mattei said.

Larry Fink, chief executive officer of BlackRock Inc., at the Berlin Global Dialogue in Berlin, Germany, on Tuesday, Oct. 1, 2024. 

Bloomberg | Bloomberg | Getty Images

Digital driver’s licenses offer a cautionary tale

It would take a significant coordinated effort to come up with a national identity system used for identity verification.

Identity systems in the U.S. today are fragmented, Ramzan said, giving the example of state departments of motor vehicles. “To move forward, we will either need a cohesive national strategy or a way to better coordinate identity across the state and federal levels,” he said.

That’s not an easy task. Take, for example, the effort many states are making to adopt digital driver’s licenses. About a quarter of states today, including Utah, Maryland, Virginia and New York, issue mobile driver’s licenses, according to mDLConnection, an online resource from the Secure Technology Alliance. Other states have pilot programs in effect, have enacted legislation or are studying the issue. But this undertaking is quite ambitious and has been underway for several years.

To implement a national identity verification system would be a “massive undertaking and would require just about every company that does business online to adopt a government standard for identity verification and authentication,” Mattei said.

Competitive forces are another issue to contend with. “There is an ecosystem of vendors who offer identity verification and authentication solutions that would not want a centralized system for fear of going out of business,” Mattei said. 

There are also significant data privacy hurdles to overcome. States and the federal government would need to coordinate to resolve governance issues, and this might prompt “big brother” concerns about the extent to which the federal government could monitor the activities of its citizens.

Many people have “a bit of an allergic reaction” when anything resembling a national ID comes up, Ramzan said.

Fink has been pushing the SEC to look at issue

The idea is not a brand new one for Fink. At Davos earlier this year, he told CNBC that he wanted the SEC “to rapidly expand the tokenization of stocks and bonds.”

There’s BlackRock self-interest at work, and potential cost savings for the firm and many others, which Fink has spoken about. In recent years, BlackRock has been dragged into political battles, and lawsuits, over its voting of a massive amount of shares held in its funds on ESG issues. “We’d never have to vote on a proxy vote anymore,” Fink told CNBC at Davos, referring to “the tax on BlackRock.”

“Every owner would be notified of a vote,” he said, adding that it would bring down the cost of ownership of stocks and bonds.

It is clear from Fink’s decision to give this issue prominent placement in his annual letter — even if it came in third in the order of issues he covered behind both the politics of protectionism and the growing role of private markets — that he isn’t letting up. And what’s needed to make this a reality, he contends, is a new digital identity verification system. The letter is short on details, and BlackRock declined to elaborate, but, at least on the surface, the solution for Fink is clear. “If we’re serious about building an efficient and accessible financial system, championing tokenization alone won’t suffice. We must solve digital verification, too,” he wrote.

Blockchain continues to evolve and people are learning to understand it better. Accordingly, there are initiatives underway to think about how the U.S. can achieve a broad-based identity verification system, Hulka said. There are technical ways to do it, but finding the right way that works for the country is more of a challenge since it has to be interoperable. “The goal is to get to a point where there is one way to verify identity across multiple services,” she said.

Eventually, there will be a tipping point for the financial services industry where it becomes a business imperative, Hulka said. “The question is when, of course.”

BlackRock CEO Larry Fink: The capex needed for AI infrastructure is only going to grow

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Peter Thiel’s Founders Fund closes $4.6 billion growth fund

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Peter Thiel's Founders Fund closes .6 billion growth fund

Peter Thiel, co-founder of PayPal, Palantir Technologies, and Founders Fund, holds hundred dollar bills as he speaks during the Bitcoin 2022 Conference at Miami Beach Convention Center on April 7, 2022 in Miami, Florida.

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Founders Fund, the venture capital firm run by billionaire Peter Thiel, has closed a $4.6 billion late-stage venture fund, according to a Friday filing with the Securities and Exchange Commission.

The fund, Founders Fund Growth III, includes capital from 270 investors, the filing said. Thiel, Napoleon Ta and Trae Stephens are the three people named as directors. A substantial amount of the capital was provided by the firm’s general partners, according to a person familiar with the matter.

Axios reported in December that Founders Fund was raising about $3 billion for the fund. The firm ended up raising more than that amount from outside investors as part of the total $4.6 billion pool, said the person, who asked not to be named because the details are confidential.

A Founders Fund spokesperson declined to comment.

Thiel, best known for co-founding PayPal before putting the first outside money in Facebook and for funding defense software vendor Palantir, started Founders Fund in 2005. In addition to Palantir, the firm’s top investments include Airbnb, Stripe, Affirm and Elon Musk’s SpaceX.

Founders Fund is also a key investor in Anduril, the defense tech company started by Palmer Luckey. CNBC reported in February that Anduril is in talks to raise funding at a $28 billion valuation.

Hefty amounts of private capital are likely to be needed for the foreseeable future as the IPO market remains virtually dormant. It was also dealt a significant blow last week after President Donald Trump’s announcement of widespread tariffs roiled tech stocks. Companies including Klarna, StubHub and Chime delayed their plans to go public as the Nasdaq sank.

President Trump walked back some of the tariffs this week, announcing a 90-day pause for most new tariffs, excluding those imposed on China, while the administration negotiates with other countries. But the uncertainty of where levies will end up is a troubling recipe for risky bets like tech IPOs.

SpaceX, Stripe and Anduril are among the most high-profile venture-backed companies that are still private. Having access to a large pool of growth capital allows Founders Fund to continue investing in follow-on rounds that are off limits to many traditional venture firms.

Thiel was a major Trump supporter during the 2016 campaign, but later had a falling out with the president and was largely on the sidelines in 2024 even as many of his tech peers rallied behind the Republican leader.

In June, Thiel said that even though he wasn’t providing money to the campaign for Trump, who was the Republican presumptive nominee at the time, he’d vote for him over Joe Biden, who had yet to drop out of the race and endorse Kamala Harris.

“If you hold a gun to my head, I’ll vote for Trump,” Thiel said in an interview on stage at the Aspen Ideas Festival. “I’m not going to give any money to his super PAC.”

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