""We always like to be at the cutting edge of everything, especially digitally focused. We'd already seen success on TikTok Shop, and knowing that live selling was the evolution of the platform, it was something we wanted to test into," said CMO Erica Dunivan."
"In September, the British cosmetics brand P.Louise broke a sales record when it pre-launched its holiday collectionvia a TikTok livestream, selling $2.7 million in just 14 hours. The average order was $80."
"When POV Beauty hit TikTok Shop in July, it achieved $12,000 in sales in 12 minutes, confirming TikTok shoppers' appetite for the recommendations of founder Mikayla Nogueira, who recently surpassed 17 million followers on the app."
In 2024, platforms hosted over 8 million hours of live shopping sessions and live shopping is now a standard part of marketing strategies. Brands such as fragrance company Phlur run regular Lives to engage audiences and experiment with live selling formats. Live shopping has produced creators who specialize in hours-long live selling and operate similarly to QVC hosts. TikTok Shop centers on discovery commerce, driven mainly by short video with an increasing live share. Beauty categories beyond instantly transformative products are thriving, with examples including P.Louise and POV Beauty generating rapid, high-value sales during livestreams.
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