It is a case of those stores and sellers recognizing the potential to earn from the users of TikTok. I have not seen many of those "shop live" accounts but I see a ton of sponsored content from TikTok and their advertising partners.

It is a sign of the platform maturing and things changing. For the better or for the worse is yet to be seen. I am mostly in the cosplay side of TikTok myself. That stuff has never been well represented on any platform unless there is a comic convention sponsoring videos - then all of a sudden, cosplay and such gets a boost. Otherwise, nope.

Wait till QVC has a TikTok account, then we know the platform has made it. Lol