If you've scrolled through TikTok recently, you might have noticed that it's not just viral dances, get-ready-with-mes and story-time videos on your For You Page right now. In fact, I rarely scroll through eight or nine TikToks before I come across a live video where I'm being directly sold to. "Caroline! 11 items! I'm gonna have a great time packing up this order," is the first thing I hear when I open the app today, coming across a livestream of a woman standing in front of a cupboard stacked full of make-up products. She's streaming on behalf of the make-up brand Made By Mitchell and talking directly to someone who is commenting on the livestream and making purchases. "Seeing as you've ordered two of the mystery boxes, I'm going to throw you an extra lip gloss in. Don't tell anyone," the streamer continues, talking in a familiar tone to her customer on a live stream that over 200 people are watching.
It's an ostensibly retro sales technique, almost identical to what you probably remember of '90s shopping channel QVC, watching an older relative dial in to buy a discounted kettle or a plant pot. And although live shopping is just taking off in the UK, it's hardly a niche corner of the internet. In China, in 2023 alone, an estimated $500 billion in goods were sold via livestream on apps, according to the New York Times. And now plenty of businesses in the UK and the U.S. are turning to this sales format via TikTok Shop, the video-sharing app's ecommerce leg, which is rapidly expanding since it launched in November 2022. According to research, 44 percent of social media users have made a purchase directly through TikTok.
In fact, some businesses are making hundreds of thousands – even millions – of pounds via live shopping, according to figures shared by TikTok. On their most successful day, Made By Mitchell made $1 million dollars on TikTok, thanks to a 12 hour stream that almost 600,000 viewers tuned into and one product being sold every second, a representative from TikTok Shop told Mashable. Launching in 2020, most of the business' growth has taken place on TikTok and they recently launched in high-street store Boots.
So what is it about live shopping that appeals right now? "We have a group of people who watch our live videos every single day. There's an element of people thinking, 'I just want to be involved with what you're doing right this second'," says Josh Reais, Live Sales Host at luxury second-hand fashion company Luxe Collective.
A big part of live selling on apps like TikTok Shop is the novelty of good old-fashioned bargaining. On Josh’s daily live streams, viewers will haggle with Reais in the comments, trying to get him to knock £25 off a vintage Louis Vuitton purse. Hosts like Reais tend to use traditional sales techniques and slogans, broadcasting themselves for hours at a time and offering flash sales throughout the stream. All of Luxe Collective's products are second-hand, which means they offer a more sustainable outlet for their customers' consumerist tendencies. But this buy-now-buy-quick attitude feels a little at odds with what we know about how Gen-Z (the biggest age demographic on TikTok in 2024) want to shop, as they're not only often dubbed the most sustainable generation, but as some of the most practical spenders too, with 43 percent cutting back on non-essential spending and 51 percent choosing to prioritise their finances as a result of rising prices, according to a 2024 report carried out by market research agency Mintel.
"We've never had a shopping experience like this — imagine going into Selfridges and having 400 people standing behind you, cheering you on," Reais says, although he adds that he isn't worried about people making irresponsible buying decisions, from both a financial and environmental perspective. "People in the comments will give advice, telling the potential buyer that they own an item and it's worth it or, on the other hand, that maybe they should wait and make the decision at a later date," he explains.
The community that live shopping events create is seemingly at the heart of the success of platforms like TikTok Shop, something that is immediately clear to me when I arrive at a in-person event hosted by TikTok and Luxe Collective and see a group of 15 women excitedly chatting around a table, as though they've known each other for years. "Let me guess because I think I've nailed some of you," one woman says as she approaches the table, pointing at some of the people who are sitting down and shouting out names. I quickly realise that these women have all met in person less than half an hour ago, but are acquainted on a daily basis in the comments section of Luxe Collective's live shopping events. The reason these women all get on so well is because they have a shared interest, one that they feel very strongly about. In their case, it's luxury fashion, but live shopping platforms provide spaces for enthusiasts with varied interests.
Another platform that is becoming increasingly popular for live shopping is Whatnot, a large livestream shopping platform in North America and Europe. General Manager at Whatnot, Daniel Fisher, says that many of their users see themselves as collectors, rather than shoppers: "Our focus is helping buyers and sellers discover things that they're passionate about, be it collectible cards, trainers, fashion, vintage."
With high street shopping becoming continuously less popular and most people making most of their purchases from fast fashion websites or big online retailers like Amazon (65 percent of UK shoppers agree that shopping online is more convenient than in-store), live shopping appears to offer a middle ground between the two, so its appeal is hardly surprising. "There's been this anonymity to ecommerce for decades and live shopping has completely changed that because you're able to interact with the sellers and other buyers," Fisher says. "It's a combination of ecommerce and that in-person shopping element which I think people probably miss."
Plus, live shopping offers something in-person shopping generally doesn't: hundreds of people who are just as interested in the thing you're about to purchase as you are. "It is a win buying something that big: buying it is a huge momentous occasion and being able to celebrate that with 400 people is amazing," Reais says, speaking about the people who tune into Luxe Collective's streams.
And what's crucial is sales hosts like Reais aren't just salespeople, but performers. And these streams aren't just shopping experiences, but forms of entertainment. "Our consumers spend about 80 minutes a day watching live streams on Whatnot," Fisher says. Compare that to Netflix subscribers, who spend an average of 192 minutes watching TV series and movies on a platform, it's clear that a lot of people see live shopping as an alternative form of entertainment to TV or other social media sites, rather than just a means to an end. "In China, the new generation of influencers are actually set live stream sellers," Fisher says.
So with the celebrities of the future set to be teleshoppers, it's difficult to decide whether live shopping feels more nostalgic or dystopian. Either way, platforms like TikTok Shop and Whatnot set to grow exponentially, so don't be surprised if in the near future you find yourself lost in the comments of a livestream, haggling down the price of a toaster, just for the thrill of it.
