£100,000 of TikTok sales in a day: The business of live shopping

Daisy Kelly's business was inspired by a personal problem - for years she'd been pulling out her eyelashes. She hid her habit with lash extensions, but when beauty salons closed during Covid Daisy decided to create a serum to help her eyelashes grow back. She started Glow For It from her mother's kitchen table in 2020 while she was a student and now her business generates £6m a year in sales. More than 40% of Daisy's sales come from TikTok Shop UK and increasingly from livestreams. "I think live shopping gives people that connection and interaction that we're all craving... We actually generated over £100,000 revenue in one 12 hour TikTok live," says Daisy, 27. "It's categorically changed the trajectory of my business." Daisy's business goes live from a studio for a minimum of six hours a day with different presenters interacting with shoppers, from showing off products to answering their questions. "It's like having 500 people in your shop," she says. There are a host of platforms and marketplaces now offering livestreams connecting sellers and customers, from Instagram Live, YouTube Shopping, to eBay and Amazon Live. They're all different. Live shopping, it seems, is becoming par