In the United Kingdom, Live Shopping is revolutionizing the retail sector by merging the convenience of e-commerce with the interactive nature of social media. This innovative approach allows brands to showcase products dynamically, respond to questions in real-time, and offer time-limited promotions to inspire urgency. As a result, the customer journey is streamlined, accelerating awareness, consideration, and conversion in one seamless flow. The numbers speak for themselves—conversion rates can reach up to 60%, which is 20 times higher than traditional e-commerce.

TikTok capitalized on this trend by launching its Live Shopping experience (TikTok Shop) in the UK in December 2021. Brands and retailers were quick to jump on the trend with over 200,000 businesses utilizing the feature, including prominent brands like Sweaty Betty, Karen Millen, L'Oreal, and Nivea.