TikTok is rolling out a new feature that allows live-streamers to enable direct messages (DMs) during broadcasts.
Through a “LIVE setup for client acquisition” option, creators can now add a CTA button that lets viewers message them instantly during the stream — a move aimed at boosting engagement and potential sales.
This update aligns with TikTok’s broader push into live-stream commerce, inspired by the massive success of its Chinese counterpart, Douyin, which generates $500 billion in annual sales largely from live shopping.
While live-stream shopping hasn’t yet exploded in Western markets, interest is growing.
TikTok saw a 3x spike in Black Friday sales last year, and live-streaming overall is on the rise, with over 100 million creators going live in 2024.
LIVE DMs could help brands and creators turn streams into real-time lead gen tools, adding another layer to TikTok’s evolving commerce strategy.
TikTok has not yet confirmed whether the feature is available to all users.