Live shopping is potentially pushing consumers back to the high street, with almost one in three UK consumers (32%) buying a product in-store after watching a live shopping stream, according to TikTok Shop UK.
Beauty products are a key beneficiary of this trend, with 43% of shoppers who made an in-store purchase after watching a live stream buying a beauty product.
Beauty live shopping sales have grown 37% year-on-year, with views of live beauty shopping events rising by 57%.
This growth has been driven in part by content creators, who account for 64% of beauty sales on TikTok Shop UK. They are playing a significant role in promoting beauty products through live streams.
Live shopping provides consumers with personalized shopping experiences, with almost three in ten (29%) of live shopping consumers having had a host or creator help them assess whether a product would suit their physical features.
Product recommendations and personalized shopping experiences through live streams are also boosting multi-purchase bundles, with bundle sales up by 108%.
Gen Z are among the most loyal customers of live shopping, with 79% considering purchasing through the platform in the next 12 months. Six in ten have bought or are considering buying pre-loved luxury items on TikTok Shop UK Lives.
Small and medium-sized businesses (SMBs) are also finding success with live shopping, with 92% saying it has helped them reach customers they would not have otherwise. These businesses report growth opportunities such as increasing stock orders (49%), international expansion (29%), and listing with larger retailers (25%).
According to Jan Wilk, Head of TikTok Shop UK, “Consumers and businesses alike are discovering the value of real-time retail, further cementing it as the future of online shopping.”
“We are seeing small businesses now able to expand nationally, internationally, and even gain space on high-street shelves with large retailers. That is why more businesses are leaning into the format than ever, from hosting more sessions each week to building their own dedicated live studios.”
“One thing is clear when it comes to the growth of this new way to shop – those ahead of the curve will reap the rewards.”
MAC Cosmetics’ big bet on TikTok Shop UK is beginning to pay off.
