The Rise of Live Shopping: Transforming Small Businesses
Ninoda.com – In recent months, live shopping has emerged as a game-changer for entrepreneurs, enabling rapid growth through real-time engagement. From beauty products to fresh meat, businesses are leveraging platforms like TikTok Shop UK to connect with consumers in new ways. This shift has not only reshaped sales strategies but also redefined how people shop, according to industry experts.
From Personal Struggles to a £6m Business
Daisy Kelly, 27, founded Glow For It after facing a common issue: years of pulling out her eyelashes. While using lash extensions to hide the problem, she noticed a gap when beauty salons closed during the pandemic. This led her to develop a serum that promotes lash growth. Launched from her mother’s kitchen table in 2020, the brand now generates £6m annually in revenue. Over 40% of this comes from TikTok Shop UK, where live streams have become a critical sales driver.
“Live shopping provides that instant connection people crave. During one 12-hour session, we hit £100,000 in sales,” Daisy explained. “It’s completely transformed how we operate.”
Meat and Merch: How Livestreams Boost Sales
Meanwhile, halal butcher Manny Malik of Malik Butchers has seen his UK sales surge by more than 30% year-on-year in June. With a smartphone, lighting setup, and fridge stocked with fresh cuts, he hosts daily livestreams that now generate over 6,000 sessions. At an event in Covent Garden, he showcased his products to a crowd of around 200 viewers, demonstrating the platform’s reach.
“Last week, we sold £8,000 in three hours—something that would normally take four days in our physical shop,” said Manny. “TikTok’s helping us expand, even as we open a second store in Stoke.”
Jewelry Brand Grows Rapidly Through TikTok
Buket Sevic, 34, took a similar leap after leaving her 9-5 job as a business manager. Her jewelry brand, Adorina, went from 50 monthly orders to 500 weekly sales since launching live shopping on TikTok Shop UK in May. The flexibility of livestreaming has allowed her to scale operations, moving from her dining table to a dedicated space for packing orders.
“It’s wild how fast things can move. I’m even hiring help now,” Buket laughed. “The best part? I can stream whenever, which fits perfectly with my life as a mum. I just put my daughter to bed and hit ‘go live’.”
Platforms and Costs: A New Retail Landscape
Live shopping is now available across multiple platforms, including Instagram, YouTube, and Amazon. TikTok Shop UK charges a standard 9p commission per £1 sold, while eBay’s Live format combines fees up to 8.42p. Despite these costs, businesses report substantial returns. “It’s a lot, but it’s opened up a new avenue,” noted Manny, highlighting the value of TikTok’s audience for his niche market.
Consumer Behavior and Concerns
Savvy Marketing’s research reveals that 30% of shoppers have purchased items during live events, with 66% of Gen Y and Gen Z buyers influenced by viral products or limited stock. However, some caution about the impact on spending habits. Rebecca Lamb of Money Wellness warned that the instant gratification of live shopping—paired with one-tap payments—can lead to impulsive buying. “It’s like gambling,” she said. “Your brain gets a dopamine hit every time you snap up a deal before it’s gone.”
As live shopping becomes a mainstream trend, brands and retailers are racing to adapt. The blend of convenience, social interaction, and urgency is proving hard to ignore, even as concerns about overspending linger.
