As TikTok Shop gears up for the holiday season, the social media company is going all-in on livestreaming to boost sales.

At an event in New York last week, TikTok pitched the value of its e-commerce platform and described its growth plans heading into Black Friday and Cyber Monday. TikTok officially launched its e-commerce business last year in September as a way to grow revenue beyond advertising dollars and replicate the success of its Chinese counterpart Douyin, a social commerce app that drives hundreds of billions of dollars in revenue for parent company ByteDance, per The Information.