Zainab Hakim, a 23-year-old receptionist from Birmingham, has found herself sucked into the world of live shopping on TikTok. Instead of going to physical shops, she prefers to watch sellers showcase their products live on the popular social media platform and make purchases with just a few clicks. “I probably have an addiction at this point,” she admits. Hakim is not alone in her fascination with live shopping; it has become a global phenomenon, with sellers offering a wide range of products, from clothing and fitness equipment to sweets, crystals, and coffee mugs.
While live shopping is not a new concept – it has been popular in China since 2016 and on TV through channels like QVC for decades – many believe it is the future of retail. Even celebrities are getting in on the action, with model Katie Price selling clothes to her 1.4 million TikTok followers. Beyond TikTok, other platforms like Amazon and Facebook have their own live shopping features, and even traditional retailers like Marks & Spencer have embraced the trend by hosting shoppable streams on their website.
A survey conducted by the Influencer Marketing Factory ad agency found that a quarter of Britons have made a purchase during a live stream event. Clothing and beauty items were the most popular purchases, followed by electronics and furniture/home decor. According to Alessandro Bogliari, the founder and CEO of the Influencer Marketing Factory, users enjoy the real-time aspect of live shopping and being able to see products showcased by content creators. The survey revealed that most British live shopping enthusiasts are between the ages of 19 and 35, confirming Hakim’s observation that the majority of her friends have bought something off TikTok.
For sellers like Lee Tregear, the impact of live shopping has been nothing short of phenomenal. Tregear, who owns sweets and souvenir shops in Stevenage, started a TikTok account for his business and quickly gained a following. Going live for several hours a day, Tregear showcases new products, interacts with viewers, and even takes orders. The popularity of his live streams has brought customers into his physical stores and turned him into a local celebrity of sorts.
Nikia and Mike Marshall, a couple who sell clothes and cosmetics on TikTok, have also experienced incredible success. With over 200,000 followers, Nikia models outfits on live streams and engages with viewers who have specific requests or questions about the products. The Marshalls consider the relationships they build with their customers to be real and believe that this connection is what compels people to buy from them.
However, live selling does come with its challenges. Negative comments and trolls are a constant presence, and sellers have to be prepared to handle criticism. Additionally, there are concerns about the environmental impact of fast fashion, with some clothing sellers receiving backlash for promoting unsustainable practices. Despite these challenges, big brands like M&S, Charlotte Tilbury, and L’Oréal have recognized the potential of live shopping and have partnered with live shopping agencies to incorporate it into their marketing strategies.
While some experts remain reserved about the long-term prospects of live shopping, many believe it is here to stay. It taps into our desire for engagement and the fear of missing out, making it an effective sales tool. For sellers with the right personality and stamina, live shopping is a no-brainer. It offers convenience, connection, and the ability to reach a wide audience, making it a promising avenue for business growth. As Zainab Hakim puts it, live shopping on TikTok has become a go-to for her and her friends when they want to discover new products and share recommendations.
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