Live Shopping is no longer an emerging trend: it’s already a conversion lever for brands that want to sell differently, based on video, interaction and recommendation. This Discovery commerce format is very popular in Asia, and is now experiencing dazzling growth in Europe, thanks in particular to TikTok Shop. But should advertisers take the plunge? And if so, how do you go about it effectively: by launching your own Lives or collaborating with influencers? We take a look.
What is Live Shopping?
Live Shopping, or “live commerce”, involves selling products live via a video broadcast on a digital platform, while allowing viewers to interact, ask questions and buy immediately, without leaving the live stream. In concrete terms, a presenter – often an influencer or brand representative – shows one or more products, tests them, talks about them and encourages live purchases via clickable links integrated into the broadcast. The community dimension, natural tone and spontaneous content make the experience far more engaging than a simple advertisement or product sheet.
Live Shopping has its roots in old-fashioned teleshopping, reinvented for social networking. But it also takes on all the codes of an even older practice, that of fairground salesmen-demonstrators: a live, rhythmic and persuasive presentation, where the product is shown in action, emotions are aroused, questions are answered and immediate purchase is encouraged thanks to limited offers. Like trade-show salespeople, influencers rely on their personality, charisma and the relationship of trust they build with their audience to win them over.
Why is TikTok fast becoming the #1 Live Shopping platform?
Since the launch of TikTok Shop, the platform has continued to enhance its e-commerce functionalities. It offers brands an integrated environment: live product presentation, addition to basket, payment without leaving the app. The result is a fluid, mobile-first experience, perfectly adapted to the needs of young consumers. In China, TikTok has already transformed the act of purchasing, with Live Shopping accounting for 90% of sales generated on TikTok Shop. In Western countries (Europe and the United States), the figure is closer to 30%, but the trend is accelerating.
Among the reasons for TikTok’s success in Live Shopping:
- A massive, young audience, particularly receptive to impulse buying and social recommendation.
- An algorithm tailored to the task, capable of pushing lives to relevant audiences (including beyond subscribers).
- A natural synergy between entertainment and commerce: users come to be entertained, but buy almost by mimicry or influence.
- Short, fast-paced formats, highly effective in generating sales in just a few minutes.
Small” brands master the art of live shopping
On July 31, 2024, British beauty brand P.Louise achieved a historic feat on TikTok Shop, generating over 1.7 million euros in just 12 hours. The brand sold up to two products per second. Thanks to attractive offers, including some items for just £1, P.Louise attracted many new customers while strengthening its community, already 2.9 million strong on TikTok, including 29,000 gained during the event.
Founded in 2014 by Paige Williams with a £20,000 loan from her grandmother, the brand has established itself as a leader on the platform, now selling over 250,000 products a month. Its strategy based on listening to customers and direct interaction through Live Shopping has made TikTok Shop the key to its meteoric rise.
Why does Live Shopping appeal to designers… and brands?
For designers, Live Shopping offers many advantages:
- An engaging format: a live performance creates a feeling of intimacy, proximity and spontaneity.
- Direct conversion: viewers don’t have to leave the environment to buy, which reduces friction.
- Trust: the influencer acts as a trusted mediator, almost like a salesperson.
- Growing revenues: with affiliate marketing, content creators are remunerated through sales or partnerships, aligning their interests with those of brands.
For brands, Live Shopping allows :
- Promote their products in a lively, fun and practical context.
- Create commercial highlights (launches, promotions, limited editions).
- Accelerate transformation thanks to the live event dimension.
- Gather feedback in real time and adapt their message.
Should you do your own Lives or go through influencers?
Ideally, the more Lives that talk about your products, the better. Brands therefore have every interest in producing their own Lives and encouraging those of creators.
Making your own Lives: keeping control
Benefits
- You master brand communication from A to Z.
- You build a long-term proprietary audience.
- You can script immersive experiences, with your own teams or animators.
Disadvantages
- This requires time, resources and a real mastery of the format.
- You already need an engaged community to generate traffic to the live site.
- Conversion is often lower without the backing of a popular designer.
Recommended for
- Brands already very active on TikTok.
- Brands that want to test their own format before collaborating.
- Brands with varied catalogs or charismatic salespeople.
Use influencers to increase impact and virality
Benefits
- You benefit from the influencer’s audience and credibility.
- The tone is often more natural and adapted to TikTok.
- Fewer logistics: it’s the creator who carries the live show, often with his or her own equipment.
Disadvantages
- You lose a bit of control over what you say, so you have to let go and let designers make your products their own!
- You need to choose the right influencer (values, tone, type of audience).
- The cost may be higher, but it’s often more profitable at the point of sale.
Recommended for
- Brands that want to quickly test the potential of Live Shopping.
- Those who want to target a specific niche or engaged community.
- Short activation campaigns (e.g. product launches, flash promotions).
Good to know: TikTok Shop connects brands and influencers via dedicated interfaces. It’s possible to manage multiple lives, activate designers on specific ranges and track live sales.
The keys to successful Live Shopping on TikTok Shop
1. Choosing the right format at the right time
- Ideal duration: 20 to 45 minutes.
- Pay attention to the time slot: in the evening or at weekends, the audience is more available.
- Create an event: teasing, countdown, pre-show stories.
2. Preparing a smooth storytelling
- Product presentations with anecdotes, demonstrations and answers to questions.
- Sustained pace: regularly reiterate the call to action.
- Live interaction: comments, quizzes, Q&A, polls.
3. Careful staging
- Clear image, good lighting, impeccable sound.
- A simple but lively decor, consistent with the brand’s universe.
- Use of TikTok features: product tags, promotions, direct links.
4. Monitor the right indicators
- Number of simultaneous views and viewers.
- Product click-through rate.
- Number of baskets and conversions.
- Retention rate and engagement (likes, comments).
- Total sales generated live and on replay.
Live shopping now or wait?
Live Shopping, and especially on TikTok Shop, represents a major opportunity for brands who want to boost their visibility, test a native format and sell in an engaging way.
It’s not a question of replacing all your digital marketing, but of adding a direct, high-performance channel. Whether you choose to host your own Lives or work with creators, the important thing is to test, analyze and optimize.
Because tomorrow, the reflex to buy live will probably be more and more natural. And brands that get ahead of the game will have a clear advantage.
Don’t hesitate to contact the experts at our TikTok Shop partner agency. They can help you set up your Lives Shopping and/or put you in touch with specialized designers.
