At ATM Studios, we’re always tracking the biggest success stories on TikTok Shop — and few have made as much noise as beauty brand P.Louise. Last weekend, the founder-led business proved just how powerful TikTok Live Shopping can be, generating over $2.7 million (£2 million) in sales during a single 14-hour live event.

The Numbers Behind the Record

• $2.7M (£2M) in sales in 14 hours
• 31,000+ orders placed
• 35,000+ products sold
• £143,000 per hour average sales
• Two advent calendars alone = 17% of all items sold

The brand didn’t just break its previous record — it smashed it. In just 10 hours and 8 minutes, P.Louise overtook its own 12-hour sales record, securing both the #1 and #2 spots for TikTok Live Shopping sales across the UK and EU.

How They Did It

The event, held on Sunday 31 August, was designed to pre-launch P.Louise’s Christmas range. Millions of viewers tuned in to shop festive exclusives and advent calendars before the official collection launch.

Two products led the way:

• Cruising Home for Christmas calendar → 40% of calendar sales
• 12 Sleighs of Christmas calendar → 60% of calendar sales

By spotlighting curated gift sets and bundles, the brand also boosted its average order value (AOV) to $80, a 4x increase from its usual $20 benchmark in 2024.

The Power of Community + Creativity

Founder and CEO Paige Williams credited the win to community-driven engagement and bold creative strategy:

“We knew no one had been able to touch our record all year. Instead of playing it safe, in true P.Louise style, we went bigger, braver, and proved what’s possible when you put community and creativity first.”

This approach reflects exactly what makes TikTok Shop so unique: commerce fused with entertainment and connection.

TikTok Shop’s Role

Jan Wilk, Head of TikTok Shop UK, added:

“TikTok Shop has democratised the beauty industry by supporting founder-led brands to be discovered by millions. P.Louise’s live kicked off Christmas shopping with a bang… showcasing the true power of LIVE shopping.”

It’s proof that TikTok Shop isn’t just levelling the playing field it’s giving founder-led and challenger brands the chance to dominate.

Beyond TikTok: P.Louise Expands Offline

P.Louise’s success on TikTok is translating beyond the screen. This autumn, the brand will open its first permanent retail store at Manchester’s Trafford Palazzo — a 19,000 sq ft beauty destination complete with dance floors, juice bars, and immersive retail experiences.

What Brands Can Learn

This record-breaking live event highlights a few key lessons every brand should note:

• Entertainment drives commerce – Treat Live Shopping as a show, not just a sales channel.
• Bundling boosts AOV – Curated gift sets and exclusives increase basket size.
• Community wins – Building loyalty and excitement pays off at scale.

At ATM Studios, we help brands unlock exactly these types of opportunities — from TikTok Shop setup to Live Shopping strategy, creator partnerships, and ad campaigns.

👉 If you’re ready to make TikTok your brand’s next big revenue channel, get in touch with ATM Studios.

FAQs About TikTok Live Shopping

1. What is TikTok Live Shopping?
TikTok Live Shopping allows brands to sell products during live streams. Viewers can watch product demos, ask questions, and purchase items without leaving the app.

2. How is TikTok Live Shopping different from TikTok Shop?
TikTok Shop is the e-commerce marketplace where brands list products, while Live Shopping is the interactive, real-time selling feature that drives urgency and engagement.

3. Do I need a TikTok Shop account to go live with shopping?
Yes. You’ll need to register for TikTok Shop, get approved, and connect your products to your profile before running a Live Shopping session.

4. How many followers do I need to go live on TikTok?
You need at least 1,000 followers to unlock TikTok’s livestream feature. Brands with fewer followers can still leverage creator partnerships to run Live Shopping events.

5. What products perform best on TikTok Live Shopping?
Beauty, skincare, fashion, lifestyle, and home gadgets tend to perform well because they’re easy to demonstrate live. Bundled sets and exclusives often boost average order value (AOV).

6. Can small businesses succeed on TikTok Live Shopping?
Absolutely. TikTok’s algorithm favours engaging content, not just big budgets. We’ve seen founder-led brands outperform established retailers by being creative and authentic.

7. How do I measure success on TikTok Live Shopping?
Look at viewers, click-through rate (CTR), conversion rate (CVR), average order value (AOV), and total sales. Post-event analytics help refine your strategy.

8. Do I need influencers to succeed on TikTok Live Shopping?
Not necessarily. Brands can host their own lives, but influencer partnerships can amplify reach and boost credibility with new audiences.

TikTok Live Shopping Checklist for Brands

Want to make sure your brand is ready to go live? Use this checklist before your first event:

✅ Set up TikTok Shop – Register your brand, upload your products, and connect your shop to your TikTok account.
✅ Meet requirements – 1,000+ followers and compliance with TikTok’s commerce policies.
✅ Plan your event – Outline your script, product flow, and promotional offers.
✅ Choose the right time – Schedule your live when your audience is most active (use TikTok analytics to check).
✅ Promote in advance – Create teaser videos, countdown posts, and email/social reminders.
✅ Leverage features – Add moderators, invite co-hosts, enable Q&A, and use filters/effects.
✅ Bundle products – Offer gift sets, exclusives, or discounts to boost AOV.
✅ Engage in real-time – Answer questions, call out viewers, and encourage interaction (hearts, comments, emojis).
✅ Analyse performance – Review metrics after the event and apply insights for the next stream.

👉 At ATM Studios, we help brands go beyond just “going live” — we build strategies that turn TikTok Live Shopping into a scalable revenue channel. If you’re ready to replicate success like P.Louise, let’s talk.

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