Daisy Kelly's beauty brand, Glow For It, has seen remarkable success, generating £6 million annually, with over 40% of sales coming from TikTok Shop UK. Live shopping events have proven particularly lucrative, with Kelly reporting £100,000 in revenue from a single 12-hour livestream. Other small businesses, like Manny Malik's butcher shop, are also experiencing rapid growth through this format.
Research indicates that live shopping is becoming a common consumer behavior, with 30% of surveyed shoppers having made purchases during such events. TikTok Shop UK has reported a 30% year-on-year sales increase, highlighting the format's rising popularity among retailers and consumers alike.