From Verimark to TikTok: Why Social Shopping is the Next Big Thing

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Growing up in South Africa, staying home sick from school meant one thing: hours in front of the TV.

And if you were like me, and did not have cable television (aka DStv), those hours were spent watching Verimark infomercials.
The Twista vacuum. The Steam X-treme. The George Foreman Grill.

But here’s the thing: it wasn’t just about the products.
It was the way they were sold. Stories, promises, and problem-solving all wrapped into one.

Fast forward to today, and that same formula is alive—but it’s evolved.

From Verimark to TikTok live streams

This past Wednesday, I found myself glued to a Fanatics live shopping stream featuring NBA trading cards.

It wasn’t just about the cards—it was about the moment:

• A rookie card pull from Victor Wembanyama that had the chat going wild.

• Limited-edition autographed cards being auctioned live.

• Packs with exclusive inserts you could only get right then and there.

The host walked viewers through every pack, pointing out key cards and their significance—turning what could have been a simple transaction into an engaging, shared moment for collectors.

And the audience? Thousands of fans and collectors, hyped up in the chat, sharing reactions in real time…and buying able to buy cards on the spot with a click of a button - it felt like Verimark—but with way more adrenaline.

The stats don’t lie

Social shopping isn’t just a trend—it’s exploding.

• Influencers are making $1M+ per month hosting live shopping events.

• TikTok is leading the charge, and categories like beauty, wellness, and fashion are thriving.

• In some cases, a single TikTok can account for 40% of a brand’s quarterly revenue.

Gary Vee said it best: “This is QVC on social media—but the algorithm delivers it directly to the people who care.”

In China, live shopping is already a $400B industry.
In the U.S., Australia, etc. it’s just getting started.

The power of AI-driven UGC

What takes this even further is AI-generated user-generated content (UGC).

AI tools like ElevenLabs are enabling companies to create realistic, scalable content without the overhead of traditional production.

Here’s the play:

1. AI generates videos of “real” fans showcasing products, telling stories, and driving authenticity.

2. These videos are tailored to different audiences, maximizing reach and relevance.

3. Paired with live shopping streams, this creates a continuous feedback loop of engagement and sales.

It’s the perfect blend of Verimark/QVC storytelling, live interaction, and AI scalability. Plus, as AI gets better, so do the videos.

Why this matters—for companies and creators

For companies:

• Scale effortlessly. AI allows brands to create dozens of high-quality ads in minutes, rather than days.

• Reach the right audience. Live shopping streams and AI-generated content can be personalized and distributed at scale.

• Boost conversions. The combination of urgency, storytelling, and authenticity is a proven formula for sales.

For creators:

• Monetize directly. Platforms like TikTok and Instagram are offering new revenue streams for influencers (i.e. TikTok creator program)

• Collaborate smarter. AI tools help creators refine their pitches and expand their reach without needing massive budgets.

• Build trust. UGC remains one of the most trusted forms of advertising, and creators are at the heart of it.

Why I believe this is the next big thing

A year from now, I’m convinced social shopping and AI-driven UGC will dominate the conversation.

The signs are already here:

• Social platforms are prioritizing live shopping features.

• Creators are making millions through interactive, authentic engagement.

• AI tools are reducing costs and increasing personalization for brands.

This isn’t just the next big thing—it’s already happening.

What’s your take? Have you tuned into a live shopping stream yet? Or experimented with AI for UGC?

If you enjoyed this, get more AI insights and productivity tips by subscribing to the weekly newsletter and connect with me (Jagger) here:

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See you next week!

Cheers,

Jagger