Glow For It founder Daisy Kelly said her business generated more than £100,000 in revenue in one 12-hour TikTok live, as live shopping becomes a bigger driver of sales for the beauty brand. Kelly, who started the company in 2020, now says more than 40% of Glow For It sales come from TikTok Shop UK, according to BBC. The company now generates £6m a year in sales.
BBC also reported that TikTok Shop UK said its UK sales rose by more than 30% year-on-year in June, with live shopping its fastest-growing format, and that it now hosts more than 6,000 livestreams a day. Other sellers cited in the article included halal butcher Manny Malik, who said a three-hour TikTok live generated £8,000 of meat sales, and jewellery founder Buket Sevik, whose orders rose from 50 a month to 500 a week after she began live selling on TikTok Shop UK in May.