Until now, the controversy over TikTok, the social app with 150 million active users, or two-thirds of all U.S. teenagers, has largely revolved around information privacy, disinformation by a foreign power and national security. Yet the rollout of TikTok Shops last week underscores a less obvious, yet potentially more deleterious,...

Success for live commerce lies in a few key ingredients: Great content, a recruitment system for hiring and training hosts, and synchronicity.