Live shopping on TikTok drives £100k sales in a day for small businesses

Live shopping on TikTok Shop UK is generating significant revenue for small businesses, with some sellers reporting over £100,000 in sales during a single 12-hour livestream. Daisy Kelly, founder of Glow For It, started her business from her mother's kitchen table in 2020 while a student, and it now generates £6m annually, with over 40% of sales from TikTok Shop UK. Manny Malik of Malik Butchers in Wolverhampton sold £8,000 worth of meat in a three-hour livestream, compared to three to four days in his family shop. Buket Sevik founded Adorina in February 2025 and went from 50 orders a month to 500 a week since starting live selling in May. TikTok Shop UK keeps up to 9p per £1 sold as commission, while eBay Live charges up to 8.42p. According to Savvy Marketing, 30% of shoppers surveyed have bought from a live shopping event, and 66% of Gen Y and Gen Z shoppers are more likely to buy if products sell out or go viral. Money Wellness warns that live shopping can lead to overspending due to dopamine hits and one-tap payments. TikTok Shop UK reports over 6,000 livestreams daily and a 30% year-on-year sales growth in June 2025.