As seen on TikTok Shop: A new IRL store is selling your fave FYP finds

If you love TikTok, but the idea of buying goods through a live stream intimidates you, Outlandish has a new retail location for you. The ecommerce company has launched a Los Angeles pop-up that showcases shoppable streams while also offering the goods hawked by those sellers.

Outlandish’s IRL outlet is located in a section of Santa Monica that attracts a mix of tourists and local shoppers. The multi-story shop offers different experiences on each floor. At the ground level, shoppers can check out brightly lit stalls where sellers are streaming to viewers on TikTok. Each streamer showcases a specific set of products, and the items featured in their broadcasts are available on the second floor of the Outlandish pop-up.

In an age when more consumers (particularly members of Gen Z) are doing their shopping via apps, Outlandish CEO William August sees his company’s pop-up concept as an attempt to put a contemporary twist on shoppable TV channels and the retail outlets they connect to. “This is ‘As Seen on Livestream,'” August told Business Insider. “I want people that come in to not feel like they’re in a studio, but to feel like they’re in a space where they can pop in the live stream. They can enjoy the experience. They can grab some free samples, and they can buy in-person. That’s why our livestream rooms are not blocked off.”

Outlandish launched in 2018 as an agency in China, where social shopping is a massive business that earns billions in annual revenue for TikTok parent company ByteDance. As TikTok Shop grows up in the West, both ByteDance and official Shop partners like Outlandish are trying to promote Asian-style shoppable streams within an American setting. TikTok has contributed to that push by carving out studio space in L.A. and educating sellers on the techniques favored by Asia’s ecommerce titans.

If TikTok’s investment in American ecommerce is a rising tide, then Shop partners like Outlandish and Orca are being lifted thanks to the platform’s investments. Areas of emphasis for TikTok present opportunities for those third parties to grow their own operations.

That idea helps explain why Outlandish is launching its L.A. pop-up now. TikTok is making a massive ecommerce push during the holiday season, which figures to draw more attention to live-streaming sellers across the U.S. Outlandish has not said how long its pop-up will be open, so if you’re curious to see how TikTok Shop translates to the real world, you may want to head over to Santa Monica amidst the Black Friday rush.