Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop UK, dive into the revolutionizing power of TikTok Shop in e-commerce. They discuss how live shopping is transforming consumer engagement and driving sales. The conversation highlights unique marketing strategies tailored for TikTok's platform, the challenges of connecting consumer interest to actual purchases, and the integration of digital and physical shopping for enhanced customer experiences.