TikTok Shop has been partnering with London’s seasonal Hyde Park Winter Wonderland, hosting a two-day (12-13 December) Live shopping showcase at the event.

It underlines the importance of online-focused commerce being able to connect physically with shoppers at some point.

With “thousands of people heading to event” every day of the winter season, it was “set to be the hottest Christmas shopping event of the year”, allowing customers to shop from [their] own home via TikTok Shop’s Snowglobe Studios”, said TikTok

And participating big brands included beauty names such as L’Oréal Paris and Inkey List.
 
Nora Zukauskaite, marketing director, TikTok Shop UK said: “[Our] first ever Snowglobe Studios at Winter Wonderland is a truly unique opportunity to bring together the world of e-commerce, the power of Live selling, and the Christmas spirit of the iconic festive event.

Online shopping has often lacked the element of human interaction, while in-person shopping has rarely recognised the power and potential of the digital world. Now, TikTok Shop’s partnership with Winter Wonderland will deliver the best of both worlds.”
 
Suzy Griffiths, vice-president Arts & Entertainment at IMG had this to say about the activation: “[We’re] welcoming some fantastic brands to the TikTok Shop Snowglobe Studios and will give those watching live at home the chance to enjoy the Winter Wonderland magic whilst shopping online.”