Hourly Earnings from TikTok Outpace Daily Sales at Shop

BBC reporter Laura Mallows, aged 33, has successfully leveraged the power of TikTok’s live shopping feature by selling her company’s body scrubs and beauty products. She claims she can make more money in just one hour through these live sessions compared to a full day spent at her physical store in Cardiff.

The rapid growth of online sales prompted Mallows’ decision to close down the flagship beauty shop. However, as the popularity of her products surged and they were stocked by well-known retailers like Superdrug and Boots, she is now eyeing the possibility of reopening a bricks-and-mortar establishment again.

TikTok’s live shopping has become an increasingly popular feature among Gen Z consumers. According to Sara Jones from the British Retail Consortium, 2025 could be the year when online and in-store shopping experiences converge seamlessly. This trend is particularly attractive for sellers like Mallows who want a presence on both platforms.

However, selling through TikTok comes with its own set of challenges. For instance, while users can access training materials to help them join this growing community of 200,000 small and medium-sized businesses on the platform, there are strict rules in place that sellers need to adhere to. This includes avoiding certain keywords and refraining from directing customers towards other platforms or personal websites.

Shoned Owen is another example of a seller who has embraced TikTok for her business, which offers fake tan products called Tanya Whitebits. She credits the platform’s live shopping feature with doubling her sales over the course of a year but also acknowledges that there are specific guidelines to follow, such as prohibiting vaping or smoking in videos.

Interestingly, despite this digital success story, there has been an unexpected rise in footfall on UK high streets last month. The British Retail Consortium reported a 6.6% increase compared to the same period of the previous year. This development creates a dilemma for sellers like Mallows who are thriving online but also want to attract local customers.

TikTok’s official stance is that live shopping enhances their “bricks and mortar” stores, as it allows products to be discovered by millions while fostering human connections in unique ways not possible on other platforms. The platform claims there is a positive impact on high streets due to the so-called “halo effect,” where popular TikTok trends translate into increased sales for physical retail outlets.

While Mallows and Owen’s success stories illustrate the power of online shopping, they also highlight the potential challenges that come with operating across multiple platforms. Nevertheless, these entrepreneurs continue to navigate this digital landscape while looking forward to expanding their businesses in both virtual and real-world settings.