"Aaliyah Arnold, the 21-year-old founder of BossUp Cosmetics, goes live on TikTok a few times a week. Each livestream will last anywhere from 4 to 12 hours. Thousands tune in to watch her pack mystery boxes for customers, give away products, and teach makeup tutorials. "I mix in music, jokes, giveaways, and real product demos so people feel like they're hanging out with me while shopping," Arnold tells Fast Company. Livestreaming now makes up 60% of her company's total sales."
"Arnold is one of many solopreneurs on platforms like TikTok leaning into "live selling" to get ahead in the ecommerce industry. Dubbed Gen Z's answer to QVC, live selling has been big in China for almost a decade, but somewhat flown under the radar in the U.S. That is, until recently. The number of online shoppers who purchased during a livestream, across different platforms, jumped 29% to 41 million in 2024, according to eMarketer."
Aaliyah Arnold, 21, founder of BossUp Cosmetics, livestreams on TikTok several times a week for sessions lasting four to twelve hours. Thousands watch her pack mystery boxes, give away products, and follow makeup tutorials that mix music, jokes, giveaways, and product demos. Livestreaming accounts for 60% of her company's sales, and her largest stream generated $170,000 with over one million viewers. Live selling on platforms such as TikTok and Whatnot grew in the U.S., with 41 million shoppers buying during livestreams in 2024. Energetic hosts use limited-time deals and entertainment to drive impulse purchases, helping solopreneurs compete with larger brands.
Read at Fast Company
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