Milestone Unlocked: Highlight Crafts Hits £1,000,000 in Live Shopping Sales

Highlight Crafts has hit £1,000,000 in Live Shopping sales by blending real-time demos, interactive Q&As, and crafty storytelling. Discover how this UK-based DIY brand turned live video into a seven-figure success.

Katrine Jensen

August 25, 2025

Keypoints

Breaking through the seven-figure ceiling

Highlight Crafts has leveraged Live Shopping to showcase everything from intricate paper-flower tutorials to step-by-step water colour kits.

By combining:

In-depth product demos that guide viewers through each craft technique
Real-time Q&As where hosts answer questions and troubleshoot live
Community-driven testimonials that build trust and social proof

the brand has turned curious browsers into committed buyers - and, in the process, smashed the £1 million sales mark.

Highlight Crafts Live Shopping show featuring greeting cards

Why DIY crafts thrive on Live Shopping

Craft products present unique challenges: customers want to see textures, techniques, and final results before buying. Live Shopping bridges that gap by:

Bringing the studio to your screen. Viewers see exactly how glue sets, paint blends, or beads shimmer - no guesswork.
Empowering hosts to troubleshoot on the fly. “Can I use glitter glue instead?” “Does this yarn come in other colours?” Instant answers remove uncertainty.
Fostering a creative community. Live events turn one-way demos into interactive workshops, boosting engagement and repeat purchases.

For Highlight Crafts, this formula has proven that DIY isn’t just a niche - it’s a seven-figure opportunity.

A surprise fit for a million-pound moment

To honour this milestone, our own Sam orchestrated a surprise moment: unveiling a custom-made Sprii Million-Pound Award to Stephanie, Diane, and the rest of the Highlight Crafts team. “We wanted to celebrate not just the sales figure, but the creativity, hard work, and collaboration that made it possible,” says Sam.

The award ceremony - underscored how partnership and innovation drive growth.

Key takeaways for brands

Whether you sell crafts, cosmetics, or cookware, Live Shopping can unlock similar results. Here’s what made Highlight Crafts’ journey work:

Show, don’t just tell. Step-by-step demos set clear expectations.
Engage in real time. Live Q&As and polls deepen connection.
Build social proof. Feature customer creations and reviews.
Celebrate milestones. Recognition - internal or external - fuels momentum.

The Retail Revolution

Live Shopping originated in China and has become a significant component of thecountry's e-commerce landscape. The concept began gaining traction in 2016 when platforms like Taobao Live, operated by Alibaba, introduced live streaming features that allowed sellers to showcase products in real-time, interact with viewers, and facilitate immediate purchases.

This innovative approach quickly resonated with consumers, blending entertainment with shopping convenience.

In 2025, sales through social platforms are projected to make up approximately 17% of total global online sales and are forecasted to reach nearly $700 billion

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