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"Many companies have tried live shopping but it simply doesn't scale," says Sucharita Kodali, retail analyst at Forrester Research.

"TikTok without its algorithm is like Harry Potter without his wand - it's simply not as powerful," said Kelsey Chickering, principal analyst at Forrester Research.

“No one knows who’s going to be the winner in AI, and it’s probably not one winner,” said Mike Gualtieri, vice president and principal analyst at Forrester, a research and advisory firm based in Massachusetts.

"Chief marketing officers who we've spoken with confirmed that they will divert their media dollars to Meta and Google if they can no longer advertise on TikTok," said Kelsey Chickering, an analyst at market research company Forrester.

Liz Forrester, from the group No Births Behind Bars, said it finally recognises the "deadly impact" of prison on babies and pregnant women.