UK businesses are increasingly using TikTok livestreams to demonstrate products, answer questions and sell directly to viewers. TikTok Shop says its UK sales increased by more than 30% year over year in June, with more than 6,000 shopping livestreams now taking place on the platform each day.
Beauty brand Glow For It generates more than 40% of its sales through TikTok Shop UK. Founder Daisy Kelly said one 12-hour livestream produced more than £100,000 in revenue, while the company now records approximately £6 million in annual sales.
Glow For It Builds Daily Livestream Operation
Kelly started Glow For It in 2020 after searching for an affordable serum to help restore eyelashes damaged by years of pulling them out. The company began at her mother’s kitchen table while she was a student and later became one of the first sellers invited to TikTok Shop UK.
The brand now broadcasts from a dedicated studio for at least six hours each day. Presenters demonstrate products, respond to questions and interact with hundreds of viewers during each session.
Glow For It previously generated six figures during a 16-hour TikTok livestream event. Kelly said the format gives customers a more direct connection with sellers than conventional online shopping.
Livestreams Expand Sales Beyond Physical Stores
Other small businesses are reporting similar results. Wolverhampton-based Malik Butchers sold £8,000 worth of meat during a three-hour livestream, an amount founder Manny Malik said would normally take several days to sell from its physical shop.
Jewellery brand Adorina increased from about 50 monthly orders to approximately 500 orders per week after beginning regular livestreams. Founder Buket Sevik said the format also allows her to schedule sales sessions around family commitments.
Retail research cited in the report found that 30% of surveyed shoppers had purchased something during a livestream event. It also found that 66% of Generation Y and Generation Z respondents were more likely to buy when they saw products becoming popular or selling out.
Platform Fees Reduce Seller Margins
TikTok Shop charges most UK sellers a standard commission of approximately 9% on each sale. Comparable marketplace fees vary by category, while sellers may face additional costs for fulfilment, promotions and commissions paid to affiliated creators.
Malik said the fee was significant for a business operating with narrow margins. However, he added that TikTok had created sales the company would not otherwise have received and was supporting its expansion into a second store.
Consumer advisers have warned that livestreams may encourage impulse spending through countdowns, limited stock messages and one-tap payments. Sellers and retailers are nevertheless increasing their use of live commerce as customers become more comfortable buying directly through social platforms.
Featured image credits: Flickr
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