Key facts
- Businesses are achieving significant sales through TikTok's live shopping feature.
- Glow For It founder Daisy Kelly reported generating over £100,000 in revenue in a single 12-hour TikTok live.
- TikTok Shop UK experienced over 30% year-on-year sales growth in June, driven by live shopping.
- Halal butcher Manny Malik sold £8,000 worth of meat in a three-hour live session.
- Jewellery brand Adorina increased weekly orders to 500 after adopting TikTok live selling.
- A survey found 30% of shoppers have purchased items from live shopping events.
Businesses are increasingly turning to live shopping on platforms like TikTok Shop UK to drive sales, with some reporting substantial revenue gains in short periods. Daisy Kelly, founder of the eyelash serum brand Glow For It, stated her business generated over £100,000 in revenue during a single 12-hour TikTok live session, a feat that has significantly altered her company's trajectory. Glow For It, which started in 2020, now achieves £6 million in annual sales, with more than 40% originating from TikTok Shop UK.
TikTok Shop UK reported over 30% year-on-year sales growth in June, highlighting live shopping as its fastest-growing format, with more than 6,000 livestreams daily. Small businesses are finding success; halal butcher Manny Malik sold £8,000 worth of meat in three hours, a volume that would typically take him several days. Similarly, jewellery brand Adorina's founder Buket Sevic saw her orders jump from 50 per month to 500 per week after adopting TikTok live selling.
Retail experts note the rapid growth of live shopping, with 30% of surveyed shoppers having made a purchase from a live event. Catherine Shuttleworth, CEO of Savvy Marketing, urges larger retailers to develop live selling strategies to avoid missing out. However, concerns exist regarding the potential for overspending. Rebecca Lamb from Money Wellness warns that live shopping events can encourage impulsive purchases, likening the dopamine hit from snapping up bargains to gambling, especially with one-tap payment options.