TIKTOK Shop celebrated a significant milestone during its 6.6 Bigating Birthday Sale as James Afante, a prominent creator on the platform, achieved a remarkable $1.4 million in gross merchandise value (GMV) during a single live selling session. This achievement underscored the growing impact of live commerce and its potential to redefine online retail standards.

The 6.6 Key Live Session gained traction through its feature on the popular television program 'It's Showtime,' aired on the same day. The episode, which recorded the second-highest rating since the show's merger with GMA Network in April, significantly boosted viewership and engagement for Afante's live session.