TikTok Shop UK launches LIVE Shopping Report exploring the business impact of real-time retail

According to new findings from TikTok Shop, nearly two-thirds (61%) of small and medium-sized businesses (SMBs) say one LIVE Shopping session generates more revenue than other channels do in a typical week. Almost a quarter (24%) say it exceeds a full month's revenue.

The findings are included in TikTok Shop UK's first ever LIVE Shopping Report - a deep dive into real-time retail and how it is reshaping the UK commerce landscape. The report itself examines the commercial role of LIVE Shopping across all categories, from reaching new customers to helping shoppers understand products before deciding whether to buy.

The growing popularity of LIVE Shopping is also having a positive impact on the UK high street. In the UK, 32% of LIVE viewers went on to buy a product in store after seeing it in a LIVE Shopping session - demonstrating how bringing personalised discovery to online shopping is delivering results for physical shops too.

The research demonstrates that benefits for UK SMBs go beyond sales. Over nine in ten (92%) SMBs using LIVE Shopping say the format has helped them to reach customers they wouldn't have otherwise reached, and 75% say LIVE customers are more likely to buy from them again. For SMBs who have seen their sales increase, other growth opportunities include increasing stock orders (49%), international expansion (29%), and listing with larger retailers (25%). As a result, 77% of UK SMBs using LIVE Shopping intend to increase their use of the format over the next 12 months.

The report also reveals that 51% of UK adults are considering buying through LIVE Shopping in the next 12 months, rising to 79% of Gen Z. On TikTok Shop UK alone, there are now more than 6,000 LIVE Shopping sessions taking place every day and it is the platform's fastest growing shoppable format for businesses, with LIVE sales increasing 55% over the last year.

Jan Wilk, Head of TikTok Shop UK, said: "TikTok Shop has pioneered a new way to bring valuable expert advice online through LIVE Shopping, bringing the in-store experience straight to peoples' pockets. Consumers and businesses alike are discovering the value of real-time retail, further cementing it as the future of online shopping.

"The positive impact extends beyond the LIVE session itself. We're seeing small businesses now able to expand nationally, internationally, and even gain space on high-street shelves with large retailers. That's why more businesses are leaning into the format than ever, from hosting more sessions each week to building their own dedicated LIVE studios. One thing is clear when it comes to the growth of this new way to shop - those ahead of the curve will reap the rewards."

The findings come as TikTok Shop anticipates the biggest LIVE Shopping moment to date - across the Black Friday period - where it's planning to hit a record number of sales within LIVEs. According to the data, 53% of Gen Z plan to shop on the platform over the sales weekend.

Black Friday purchases are increasingly becoming more diverse, as among people planning to purchase on TikTok Shop during this time, almost a quarter plan to buy food and groceries as well as collectables (24%, respectively), marking a notable step change from purchasing big-ticket items typically expected around the weekend. LIVE Shopping will further support this shift in behaviour by giving people the confidence to buy everyday essentials and more through real-time retail at great prices.

To discover more about LIVE Shopping on TikTok Shop, read the LIVE Shopping report in full here.

Black Friday LIVE Shopping sessions and discounts from brands and small businesses go LIVE on TikTok Shop UK from 13th-30th November.

Hero LIVE Shopping findings within the report include:

1. Beauty - TikTok Shop LIVE is sending shoppers to the high street: after watching a LIVE, 32% have subsequently bought a product in store. Among those shoppers, 43% bought a beauty product.
2. Fashion - Fashion items bought in a LIVE session are returned at less than half the rate of those bought through static product listings on the platform.
3. FMCG - Among those planning to use TikTok Shop on Black Friday, nearly one in four UK shoppers plan to buy groceries.
4. Pre-loved - 90% of pre-loved luxury sales on TikTok Shop are made through LIVE Shopping.
5. Electronics - Product demos are key - 50% of shoppers who have bought during a LIVE Shopping session credit their purchase to being able to see how a product works in real life.
6. Home & Living - One in five UK adults would consider buying home and living products through LIVE in the next 12 months.
7. Books - UK publisher sees LIVE revenue increase by 225% thanks to LIVE Shopping.
8. Collectables - Collectables is a community built on trust, with repeat buyers accounting for 64% of all collectables sales.

ENDS

Notes to Editors

For further details, please contact [email protected]

Methodology

Consumer Research

This online survey of 2000 UK Adults (nationally representative on the basis of age, gender, and region) was commissioned by Ready10 on behalf of TikTok Shop and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 1st and 5th October 2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

UK SMB Research

This online survey of 735 UK Decision-makers at SMBs that use LIVE Shopping was commissioned by Ready10 on behalf of TikTok Shop and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 6th October and 6th November 2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

TikTok Shop UK Platform Data

All TikTok Shop UK data referenced is internal and relates to August 2025-August 2026 performance unless otherwise stated.