Live shopping on social media platforms is fast becoming a regular part of consumer behaviour in the UK. TikTok Shop UK has seen a 30% year-on-year sales growth in June, with live shopping being the fastest-growing format. According to new research from retail agency Savvy Marketing, 30% of shoppers surveyed said they'd bought something from a live shopping event.
Daisy Kelly, founder of Glow For It, a business that generates £6m a year in sales, credits live shopping with changing the trajectory of her business. She says, 'live shopping gives people that connection and interaction that we're all craving.' Her business goes live from a studio for a minimum of six hours a day, with different presenters interacting with shoppers.
Other businesses are also seeing significant revenue boosts from live shopping. Manny Malik, a halal butcher from Wolverhampton, sold £8,000 worth of meat in one three-hour TikTok live session. He says, 'it's opened up a new platform for us, and we didn't have these sales prior to TikTok.' Buket Sevik, founder of jewellery brand Adorina, has seen her sales increase from 50 orders a month to 500 orders a week since she started live selling on TikTok UK shop.
However, fees can be a challenge for businesses selling on these platforms. TikTok Shop UK keeps up to 9p from every £1 sold on the platform, while eBay's marketplace business sellers typically pay between 6.9p and 14.9p depending on the category.
With the trend showing no signs of slowing down, it's likely that more businesses will be turning to live shopping to connect with customers and boost sales.