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Video: Americans Love to Shop Online. TikTok Is Making It a Live Sport.
“This new flash deal is for two days.” “$11.99!” “Other deals down in the cart.” “You get the bra, the top and the leggings, all for $16.” This is Solaris. She’s 21, and she sells products on TikTok LIVE for a living. “Listen, if my body isn’t representative of yours, there’s someone in those reviews who is. I’m going in for about four hours – 3 to 4 hours – and take an hourlong break, and then I get back on for the remainder of the day. I can pick something up and immediately, just like, Look at this little guy, why don’t you — He’s cute. Don’t you love him?” TikTok launched its in-app shopping feature in the U.S. last year, hoping to replicate the success of its Chinese sister app, Douyin. To do that, it has partnered with third-party agencies like this one, run by Chinese Americans with experience in e-commerce. TikTok offers the agency sample products and negotiates with brands on their behalf. The goal is to train creators to sell products live to a social audience and make the platform a mainstream shopping destination in America. “3, 2, 1. All right, Skye, you claim the orange. I got you, my love.” Streamers go live for several hours each day from this tiny studio in Manhattan, New York City, hawking everything from snacks and clothes to toys and press-on nails. “Please make sure that these are at least in your cart right now, OK? If they’re not in your cart right now, you’re going to have missed out on your chance to get this. It’s hard to explain my job to my friends. Everyone, you know, like, is on TikTok, but my friends don’t know about TikTok LIVE. Until they actually watch me on it, they’re like, But what are you doing?” “Let me show you real quick how you place an order with us, all right?” “There’s only a few single digits left, items for small and medium for this color too. So get it while you can.” These operators have a whole playbook of tactics to drive sales, like celebrating each purchase with a ringing bell — “Right here. That’s another sale. Thank you for purchasing, guys.” and offering limited-time flash deals exclusively for viewers. “Comment the word ‘me’ if you do want us to do another flash sale deal for these. Because I just came in here, I want to be able to give you guys some deals too, OK?” On her biggest day, Maria sold $10,000 worth of jumpsuits after eight marathon hours of livestreaming. But on some days, the haul is just a few hundred dollars. It all depends on who sees the livestream and how often. “Because of that, I’ve learned to really rely on my hourly pay and not rely on my commission too much.” “I get paid $25 an hour plus 2 percent commission. This is definitely like the best-paying job for my set of creative skills that I could get at the moment.” “We have some giveaway starting right now, guys. If you’re just joining, welcome.” TikTok Shop has grown rapidly. The company has reportedly set a goal to reach as much as $17.5 billion in sales by the end of this year. But even that is still peanuts compared to its sister app, Douyin, which has become an e-commerce juggernaut in its own right. It sold over $200 billion worth of goods in China last year. That’s about a fourth of what was sold on Amazon globally in 2023. But TikTok’s major e-commerce push in the U.S. comes at a precarious time. The government passed a law that would force TikTok to be sold or face a ban. “It’s a little scary because it’s, like, I work on TikTok. That’s my job. That’s how I make my full- time money to pay my bills, pay my rent, pay my credit card off. It kind of definitely makes me very uncertain as to, you know, where am I going to go after this.” Though many believe the phenomenon of social e-commerce will still take off here, even if TikTok isn’t around long enough to see it through.
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The U.S. men’s run at the World Cup ends with a 4-1 Round of 16 loss to Belgium
Charles De Ketelaere #17 of Belgium celebrates after scoring his team’s second goal during the World Cup Round of 16 match against the United States on Monday in Seattle.
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SEATTLE — This time was supposed to be different.
The U.S. men’s national team came into this FIFA World Cup with a lineup full of players with key roles in Europe’s top leagues. They had the name-brand coach — Mauricio Pochettino, of Tottenham, PSG and Chelsea fame. And they had homefield advantage, with every game on U.S. soil for the first time in three decades.

For weeks, the hype seemed like it might be real: The team’s three wins over Paraguay, Australia and Bosnia-Herzegovina were the most ever by a U.S. men’s squad in a World Cup. A new generation of American fans filled stadiums by the tens of thousands and tuned in on TV by the tens of millions.
But in the end, the Americans’ exit was the same as it ever was: Eliminated yet again in the Round of 16 at the hands of a European team — this time, Belgium, by a score of 4-1.
From the moment they stepped onto the Seattle field, the U.S. was outclassed by their opponent, No. 9-ranked Belgium. Countless turnovers and defensive lapses were seized on by the Belgians, who needed only nine minutes to take a 1-0 lead.

Then, once the Americans equalized on a free kick by midfielder Malik Tillman, Belgium scored yet again in barely a minute of play. Belgian forward Charles De Ketelaere scored both his team’s first-half goals.
After halftime, came an embarrassing nail in the coffin that silenced the Seattle sellout crowd for good — a 57th minute roll-in by Hans Vanaken after a slip-up by goalkeeper Matt Freese outside of the penalty area left the goal unguarded. Belgian forward Romelu Lukaku added a stoppage-time goal to seal the final score at 4-1.
Malik Tillman #17 of the United States celebrates scoring his team’s only goal during their World Cup match against Belgium. In what was one of the few bright spots of the game, the U.S. pulled even with Belgium at 1-1. The tie lasted less than two minutes before Belgium scored again.
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“It stinks,” said U.S. midfielder Tyler Adams. “Tonight was not a good performance overall. It’s not what we look to achieve. There [were] a lot of things that we could have done better.”
The U.S. had entered Monday’s game under a cloud of controversy around their striker Folarin Balogun, who was shown a red card in last week’s Round of 32 match against Bosnia-Herzegovina. An automatic one-game suspension was set to sideline Balogun, the Americans’ leading scorer at the World Cup, for Monday’s game.
Then, the day before the game, a FIFA disciplinary panel took the highly unusual step of delaying Balogun’s suspension by a year to allow him to participate. Then, news broke that President Trump had personally called FIFA president Gianni Infantino to encourage him to review the red card.
The Royal Belgian Football Association said it would protest Balogun’s inclusion in the lineup. But even at full strength, the U.S. were never real contenders in Monday’s game.
U.S. defender and team captain Tim Ream said the controversy swirling around the team had no impact. “We were fully focused on us as a group and as a team and fully focused on the game and not really worrying about what was being said or debated in the outside world.”
Belgium will advance to the quarterfinals for the third time in the past four World Cups, where it will face Spain on Friday in Los Angeles.
Mauricio Pochettino, Head Coach of the United States, walks down the touchline during the Round of 16 World Cup match between the USA and Belgium in Seattle on Monday.
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Thunderstorms, heat and wind will hamper efforts to contain Colorado wildfires
The Aspen Acres Fire burns on Friday in Rye, Colo.
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Thunderstorms with high winds on Sunday could hamper efforts to contain a massive wildfire that has scorched parts of southern Colorado.
The Aspen Acres Fire, which is burning south of Colorado Springs across Pueblo and Custer counties, has grown to more than 86,000 acres. It began nearly a week ago and is 13% contained, officials said on Sunday morning.

Authorities have ordered people to evacuate or to prepare to evacuate across counties including Custer, Pueblo, Huerfano and Fremont.
Scattered showers and thunderstorms could hit south central and southwest Colorado on Sunday, according to the National Weather Service.
Officials and forecasters say the rain could be beneficial for firefighting but are concerned it could lead to road damage in burned areas and cause flash flooding.
“The main threats from storms will be gusty outflow winds up to 50 mph and lightning,” the NWS office in Pueblo said.
Red flag warnings and air quality alerts have also been issued across the state, with the Colorado Department of Public Health and Environment on Sunday warning residents to limit time outdoors because of heavy smoke.
Other wildfires are burning in the state, including the Ferris Fire in southwest Colorado that has grown to more than 42,000 acres and is 7% contained as of Sunday afternoon. The Gold Mountain Fire, which is also in the southwest portion of the state, has grown to more than 25,000 acres and is 0% contained as of Sunday.
A memorial service was held on Sunday for three firefighters who were killed battling wildfires on the Colorado-Utah border on June 27: Emily Barker, Sydney Watson and Nick Hutcherson.
The firefighters, along with two others, were involved in a “burnover incident,” which happens when firefighters are overtaken and have to shelter as best they can while a fire passes directly over them, according to the Department of Interior. Two firefighters survived and were treated for burns.
Colorado Gov. Jared Polis ordered flags to fly half-staff in honor of the deceased firefighters.

“These three brave heroes ran towards the flames, put themselves in harm’s way, and gave the ultimate sacrifice to protect Coloradans, our communities and our families,” Polis said in a social media post on Sunday.
Another fire across the border in southern Utah, the Babylon Fire, has grown to more than 90,000 acres and is O% contained as of Sunday afternoon. It is expected to be hot and dry through Monday, with very little humidity, officials said, making conditions challenging for containment.
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At least 25 people die in US as record heatwave scorches swaths of country
At least about two dozen people have died amid the perilous climate crisis-driven heatwave that has scorched swaths of the US with record temperatures.
As a huge heat dome sits over the county’s eastern half, extreme heat gripped millions of people in the days leading up to the US’s semiquincentennial on Saturday – and beyond it. More than 20 states experienced have reported stifling temperatures more than 100F (38C), marring celebrations. And more than 140 million people remained under active heat alerts across the US on Sunday.
Officials in New Jersey believe the extreme heat was a factor in the deaths of 22 people across 10 counties there, mostly in central and northern parts of the state. Many of the individuals were found in homes with no air conditioning, outside their residences, on the street and in parked cars, according to officials.
The first of those deaths occurred on Thursday, and the ages of the deceased in question mostly range from their mid-30s to their 80s. Preliminary findings cause investigators to believe the deaths are heat-related, though the chief state medical examiner for New Jersey would later determine the exact cause of death for each.
“This is not a typical summer heatwave,” the New Jersey department of public health said in a statement. “This type of heat can quickly become life-threatening to humans and to animals of all ages.”
The National Weather Service (NWS) has said cool air from the north in the coming days is going to lower some of the most extreme temperatures in the region, including New Jersey. The Fifa World Cup final is scheduled to be held in the New Jersey city of East Rutherford on 19 July.
Elsewhere, a heat-related death was reported in Cook county, Illinois, Natalia Derevyanny, a government spokesperson, told NBC News. The cause of that death was recorded as organic cardiovascular disease – with heat stress as a contributing factor.
Hinds county in Mississippi reported the death of 74-year-old Mitchell Ray Cooley due to heat exposure on Thursday, state officials said. Cooley had been reported missing, and his body was found the next day behind a gas station, the county coroner said in a statement.
“Mr Cooley suffered from a medical condition that impaired his judgment,” the coroner’s office said. “Based on the investigative findings, scene examination, and subsequent evaluation, the cause of death has been determined to be weather-related heat exposure. At this time, there is no indication of foul play.”
Meanwhile, on 27 June, Martha Irene Van Egmond, 83, died in Bolton, Mississippi, after falling in her garden. When her husband, Rick, tried to help her up, he fell too. The couple were unable to get up and spent hours in the heat.
Rick Van Egmond said he and his wife called out for help, and eventually two men from a nearby apartment complex came – but it was too late for Martha. She died surrounded by flowers, doing what she loved, he said to local news outlet WAPT.
Jeramiah Howard, Hinds county’s chief death investigator, attributed her death to the heat combined with her age, WAPT reported.
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As Donald Trump spoke during rain-dampened celebrations in Washington DC on Saturday, emergency services there had treated 51 people with heat-related issues as of 8pm ET, with 12 taken to nearby hospitals, according to local emergency response officials.
Other events scheduled for Saturday – including the Independence Day parade in DC – were cancelled amid the blistering heat. Among other weather-related disruptions, Trump’s so-called Great American State Fair on the National Mall also temporarily closed down on Friday after reports that 44 visitors had been treated for heat-related illnesses.
The worst of the heat started moving out of the US’s north-east and midwest regions by Sunday, shifting farther south into the mid-Atlantic and south-eastern parts of the country.
But scientists warn that heatwaves with extreme temperatures are indications that the world must lower the greenhouse gas pollution driving the global climate crisis.
The NWS is urging the public to avoid heat sickness by drinking plenty of fluids as well as staying out of the sun and in air-conditioned environments. Officials have also asked people to check on relatives and neighbors.
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