'I made £100,000 of TikTok sales in one day': The business of live shopping
Live shopping on platforms like TikTok is rapidly changing retail, with some businesses generating significant revenue through interactive livestreams. Retail experts suggest that companies without a live-selling strategy risk falling behind in the evolving consumer landscape.
Why it matters
The shift toward live commerce represents a major transformation in digital marketing and consumer purchasing behavior.
Image source, Daisy Kelly Image caption, Daisy Kelly (left) founder of Glow For It, demonstrating her products live on TikTok Shop UK
Business correspondent Published 1 hour ago Daisy Kelly's business was inspired by a personal problem - for years she'd been pulling out her eyelashes.
She hid her habit with lash extensions, but when beauty salons closed during Covid Daisy decided to create a serum to help her eyelashes grow back.
She started Glow For It from her mother's kitchen table in 2020 while she was a student and now her business generates £6m a year in sales.
More than 40% of Daisy's sales come from TikTok Shop UK and increasingly from livestreams.
"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," says Daisy, 27.
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