TikTok live streaming sales will be popular in 2022, and small and medium-sized sellers will also have opportunities to join the market

Sumayah Saadi, a graduate of the London School of Economics and Political Science, said: "TikTok live streaming saved my business!" She started her own online store in February 2021, selling some affordable and low-key fashion items, before she graduated.

After accumulating more than 55,000 fans, Saadi's business began to pick up. "When I first started live streaming, I just wanted to give it a try, but I made 500 pounds in less than half an hour, so I decided to continue. Now, it's normal to make 50,000 pounds from a two-hour live streaming. I wish I could live stream 24 hours a day."

Patrick Nommensen, head of TikTok's e-commerce business, said: "In the past year, we have witnessed the transformation of businesses large and small through the TikTok store function, and most businesses have adopted the form of video plus live broadcast to sell goods."

In order to attract sellers, TikTok recently launched a series of live events, all of which have achieved good results. The summer promotion event brought more than 270 million live broadcast views and nearly 130 million related video views.

The interactive nature of livestreaming makes it suitable for selling almost all types of products, including jewelry, clothing accessories, luggage, etc. Nommensen emphasized that beauty and fashion products are the two hottest tracks on TikTok.

Nisrin Kachar said: "I sold 10,000 pounds once during a live broadcast, which gave me the confidence to start my own business." Since she started live streaming, the number of her fans has increased from 260,000 to 480,000.

"Everyone likes this form of live shopping, it's like an old friend helping you choose a few products from the overwhelming number of products and telling you 'you must buy them and try them.'"

Kachar further explained: "The most important thing is to establish a trust relationship with consumers and not to make false claims, which is why I will not promote products that I don't like."

Nommensen added: “The magic of TikTok is that it’s easy to discover. Our content is curated based on people’s interests, which means anyone and any brand has a chance to be seen, no matter how many followers they have. ”

How can small and medium-sized sellers start TikTok store business?

For any small or medium-sized sellers who want to invest in TikTok, one thing to remember is that TikTok has always positioned itself as "an entertainment software."

“Made By Mitchell is a great example of a British makeup artist who went viral for his unique approach to makeup. The products he created became popular because of his videos. His videos received over 500,000 likes,” Nommensen said.

Mitchell Halliday, who created the account , said: "People like interaction. This interaction makes people feel that they are not in a big box store, but chatting with an old friend."

He advises new sellers to try more and change their styles constantly until they find the style that suits them best.

“Most importantly, your content needs to always revolve around your brand values. For me, teaching is the core, so although I will change the content appropriately, my core brand concept has never changed,” Halliday concluded.

While it can feel daunting to build a brand from scratch on a new platform, it’s clear that merchants who have taken the leap have reaped the rewards.

As Nommensen said: "Like any new platform, TikTok stores also require learning and exploration, but as long as merchants maintain a willing to learn attitude, they will soon master the tricks. Although it may feel a little difficult at the beginning, judging from the feedback from sellers, bloggers and the community, the efforts are worth it."

TikTok

live streaming

U.K.