Why TikTok is full of teleshopping right now

If you've scrolled through TikTok recently, you might have noticed that it's not just viral dances, get-ready-with-mes and story-time videos on your For You Page right now. In fact, I rarely scroll through eight or nine TikToks before I come across a live video where I'm being directly sold to. "Caroline! 11 items! I'm gonna have a great time packing up this order," is the first thing I hear when I open the app today, coming across a livestream of a woman standing in front of a cupboard stacked full of make-up products.