Belgian shopping center is embracing ‘livestream commerce’ on TikTok

Shopping Center in Saint-Nicolas, in Flanders, is launching a monthly livestream on TikTok. Consumers can watch the broadcasts live online, ask questions, and discover products, while in-store visitors can also watch.

Hybrid shopping experience

Waasland Shopping is embracing “livestream commerce” with Jaelive, a monthly broadcast on TikTok featuring Jaël Ost and other influencers. Content creator Elias Verwilt joined the first broadcast on April 2, which attracted approximately 12,500 live viewers and over 12,500 likes on TikTok. At the same time, an audience gathered in the shopping center itself, underscoring the hybrid nature of the initiative.

“Online and offline shopping come together here,” said Waasland Shopping spokesperson Larisa Van den Bergh to Gazet van Antwerpen. “The hybrid concept responds to the growing demand for interactive shopping experiences, because today’s consumers don’t just want to buy—they also want to discover, experience, and be informed.”

For retailers in the shopping center, the format is intended to serve as an additional sales and marketing channel. They will have the opportunity to demonstrate products live and receive immediate feedback from consumers. Livestream shopping has been popular in Asia for years, but is also gaining traction in Europe through TikTok.