TikTok has introduced a new feature enabling live streamers to activate direct messaging during broadcasts, according to social media researcher Jonah Manzano. The update adds a message call-to-action button within streams, allowing viewers to initiate contact with creators in real time.

The feature, accessible through a “LIVE setup for client acquisition” menu in broadcast options, represents TikTok’s latest effort to enhance commerce capabilities within the platform. This addition aims to help creators generate leads directly from their broadcasts.

Image credit: @jonahmanzano

Growth in Live Commerce

According to Social Media Today, ByteDance, TikTok’s Chinese parent company, continues to pursue live-stream commerce growth after witnessing success with Douyin, the Chinese version of the app. Douyin generates $500 billion in annual sales, with live commerce representing the majority of revenue.

While Western markets have been slower to adopt live shopping, TikTok reported a threefold increase in Black Friday sales last year, with live-stream sales driving significant interest. The platform also notes increasing adoption in South East Asian markets.

Platform data indicates growing creator engagement with live features. Over 100 million creators broadcast live on TikTok in 2024, with 46 million launching their first-ever stream during that period.

The global disparity in social commerce adoption remains significant. Retail social commerce sales in China are projected to reach $899.57 billion, compared to $71.62 billion in the United States, according to industry research.