What are the three key points for successful live commerce according to Mr. Tsubasa S of S Holdings?

The three key points are: product design that directly addresses concerns, visualization of dramatic before-and-after results, and designing a purchasing funnel that makes customers feel it's a 'limited time offer'.

What was the purpose of this event?

The purpose of this event is to connect sellers and creators on TikTok Shop and strengthen promotional activities using live broadcasts.

Why is 'trust' important in live commerce?

Trust is important in live commerce because building a close and honest relationship with viewers leads to sustained sales and increased brand value.

[Event Report] S Holdings Representative Tsubame Speaks at TikTok Shop's First Matching Event, Discussing Practical Theory for Next-Gen Commerce in an Era Where 'Trust' Drives Sales

Published Apr 8, 2026 3:00 PM ・ Updated Jun 14, 2026 12:06 AM ・ 4 min read ・ Source: PR TIMES

Mr. Tsubame, the representative of S Holdings, took the stage at the first-ever matching event hosted by TikTok Shop. He spoke on the successful theory of live commerce centered on 'trust' and presented three concrete elements for success.

S Holdings Inc. (Headquarters: Shinagawa-ku, Tokyo; CEO: Tsubame Eisei), a company that creates the best experiences to color daily life and the future through its live commerce, brand, and AI businesses, announces that its representative, Mr. Tsubame, spoke at a special talk session at the 'TikTok Shop Matching Event 2026' hosted by TikTok Shop Japan in Nihonbashi, Tokyo on Wednesday, March 18, 2026.

This event was held for the first time to bring together sellers on TikTok Shop and proven creators to strengthen sales promotion activities using live streaming and shopping videos. Against the backdrop of the expanding live commerce market, the venue was filled with high interest as specific success stories and the latest trends were shared.

■ Speech Overview: Designing the Future Purchase Experience Starting from 'Trust'

As a practitioner of live commerce with a high sales record on his TikTok account 'Tsubame Channel,' Mr. Tsubame took the stage. In the session, under the theme 'How to build a relationship of trust with viewers and lead to purchases,' he shared concrete know-how cultivated on the front lines.

He particularly presented the following three points as success factors for live commerce that continues to generate sales:

**1. Product Design Directly Linked to Solving Problems** The starting point of a purchase is whether the product can solve the viewer's problems.

**2. Visualization of Dramatic Before-and-After** Instantly conveying the change before and after use dramatically increases conviction and expectations.

**3. Designing a Purchase Path that Creates a 'Now or Never' Feeling** Leveraging the exclusivity and real-time nature unique to live streaming to clarify the 'reason to buy now.'

Furthermore, Mr. Tsubame mentioned the importance of a relationship of trust with viewers as a prerequisite for these factors to function. He emphasized that friendly communication and a sincere attitude, sometimes even advising 'it's better not to buy,' lead to continuous sales and an increase in brand value.

FACT BOX

Source: PR TIMES
Category: Event
Organizations: TikTok Shop Japan

[Event Report] S Holdings Representative Tsubame Speaks at TikTok Shop's First Matching Event, Discussing Practical Theory for Next-Gen Commerce in an Era Where 'Trust' Drives Sales

⚡ Key Points

■ Speech Overview: Designing the Future Purchase Experience Starting from 'Trust'

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