How Live Shopping is Transforming Online Retail
Live shopping is becoming one of the fastest-growing trends in online retail, helping businesses generate thousands of pounds in sales while giving shoppers a more interactive buying experience.
For entrepreneurs like Daisy Kelly, it has transformed an idea born at her mother’s kitchen table into a multimillion-pound business.
From Personal Struggle to Multi-Million-Pound Brand
Kelly founded beauty brand Glow For It in 2020 after trying to solve a problem she had battled for years – pulling out her own eyelashes.
She had relied on lash extensions to hide the habit, but when beauty salons shut during the COVID-19 pandemic, she developed an eyelash growth serum herself.
Starting the business while still a student, Kelly has since grown Glow For It into a company generating £6 million in annual sales.
More than 40% of those sales now come through TikTok Shop UK, with livestream shopping playing an increasingly important role.
“I think live shopping gives people that connection and interaction that we’re all craving… We actually generated over £100,000 revenue in one 12 hour TikTok live.”
“It’s categorically changed the trajectory of my business.”
Turning Livestreams Into Virtual Stores
Glow For It broadcasts live from its studio for at least six hours every day, with different presenters showcasing products, answering customer questions and engaging directly with viewers.
Kelly compares the experience to running a physical retail store filled with customers.
“It’s like having 500 people in your shop.”
Live Shopping Gains Momentum
TikTok Shop is not the only platform embracing live commerce.
Instagram Live, YouTube Shopping, Amazon Live and eBay Live have all introduced livestream shopping features, allowing businesses to interact with customers in real time.
The format is rapidly becoming a mainstream shopping habit.
According to new research by retail agency Savvy Marketing, 30% of shoppers surveyed said they had purchased a product during a live shopping event.
Savvy CEO Catherine Shuttleworth believes retailers cannot afford to ignore the trend.
“The big retailers have got to grab hold of this.”
“It’s grown from nothing to a huge thing really quickly. If you haven’t got a strategy for live selling, you’re going to miss out.”
TikTok Shop says UK sales on its platform increased by more than 30% year-on-year in June, with livestream shopping emerging as its fastest-growing sales format.
The company says more than 6,000 livestreams now take place on the platform every day.
Small Businesses Cash In
At a recent TikTok Shop event in London’s Covent Garden, dozens of small businesses sold products both to visitors at physical stalls and customers watching online.
Among them was Wolverhampton-based halal butcher Manny Malik.
Armed with little more than a smartphone, lighting equipment and fresh meat, Malik attracted around 200 viewers during one livestream.
“Last week we did a TikTok live for three hours and we sold £8,000 worth of meat.”
He says those sales would normally take three or four days to achieve at his family business, Malik Butchers.
The success has helped the business prepare to open a second store in Stoke.
According to Malik, TikTok has become a key driver of that growth.
The Cost of Selling Online
While livestream shopping has opened new opportunities, it also comes with platform fees.
TikTok Shop UK retains up to 9p from every £1 sold as commission.
For comparison, eBay business sellers typically pay between 6.9p and 14.9p depending on the product category, while sellers using eBay Live pay combined fees of up to 8.42p, including payment processing.
Malik admits the charges are significant.
“It’s a lot.”
However, he believes the additional sales justify the cost.
“For us in the meat game, there aren’t huge margins.”
“However, it’s opened up a new platform. We didn’t have these sales prior to TikTok. We’re not losing money, we’ve got enough profitability in there.”
Jewellery Business Sees Rapid Growth
Live shopping has also transformed the fortunes of entrepreneur Buket Sevik.
The 34-year-old launched her jewellery brand Adorina in February after leaving her full-time job as a business manager.
After beginning TikTok livestreams in May, her business expanded from around 50 orders per month to approximately 500 orders every week.
She has since moved operations from her dining table into a dedicated workspace where orders are packed.
“It’s crazy.”
The rapid growth has left her looking to hire additional staff.
Flexibility for Entrepreneurs
Beyond the sales, Sevik says one of livestream shopping’s greatest advantages is its flexibility.
As a mother, she can fit broadcasts around family life.
“I can go live whenever I want… which means it works absolutely perfectly for me as a mum.”
“I can put my daughter to sleep and I can just hit go live and do some sales.”
Impulse Buying Raises Concerns
While businesses celebrate the rise of live shopping, consumer advocates warn that the format may encourage impulsive spending.
Savvy Marketing’s research found that 66% of Gen Y and Gen Z shoppers said seeing products sell out quickly or go viral made them more likely to make a purchase.
Rebecca Lamb, external relations manager at debt advice charity Money Wellness, believes the shopping format can make overspending easier.
“Every time you snap up a bargain before it sells out, your brain gets a dopamine hit – the same rush you get from gambling.”
She also warns that frictionless payment systems reduce the time shoppers have to reconsider purchases.
“And because a lot offer one tap payment, there’s no card, no basket and no total.”
“Often you’ve spent money before your brain has caught up.”
