At ATM Studios, we’ve seen firsthand how TikTok is reshaping the way consumers discover and buy products. One of the most exciting shifts? TikTok Live Shopping.

Since its introduction, Live Shopping has transformed e-commerce by letting brands connect with their audience in real-time demonstrating products, answering questions, and driving impulse purchases without users ever leaving the TikTok app.

If your brand isn’t exploring TikTok Live Shopping yet, you’re missing out on one of the fastest-growing opportunities in social commerce. Let’s break down how it works, the benefits, and how you can get started.

What Is TikTok Live Shopping?

TikTok Live Shopping allows brands to showcase and sell products directly during live streams. Think of it as a blend of QVC and TikTok interactive, entertaining, and optimised for Gen Z and millennial buyers.

When you go live:

• Products can be pinned to the screen as you demonstrate them.
• Viewers can tap to add items to their cart instantly.
• Customers can checkout without leaving TikTok.

It’s frictionless, immersive, and designed to spark urgency the exact formula for driving sales in 2025’s e-commerce landscape.

Why TikTok Live Shopping Works

At ATM Studios, we’ve run dozens of live shopping campaigns for brands across fashion, beauty, homeware, and lifestyle. Here’s why Live Shopping is so powerful:

• Enhanced Reach – Tap into TikTok’s 1.5B+ active users, with algorithms built to surface engaging content.
• Real-Time Interaction – Answer questions, build trust, and overcome objections instantly.
• Immersive Experience – Showcase your products in action, from makeup tutorials to gadget demos.
• Urgency & Exclusivity – Offer limited-time discounts and product drops during the stream.
• Streamlined Purchasing – Viewers can shop without leaving TikTok, reducing drop-off rates.

Requirements to Go Live

Before you can run a live shopping session, you’ll need to meet TikTok’s basic requirements:

• Age: 18+ for selling, 16+ for general livestreaming
• Followers: 1,000+ followers to unlock live streaming
• Compliance: Adhere to TikTok’s community guidelines

Once you meet the criteria, setting up your first Live Shopping session is straightforward.

Features That Boost Engagement

TikTok equips you with a range of features to make your Live Shopping sessions stand out:

• Moderators – Keep the chat safe, engaging, and on-brand.
• Co-Hosts & Guests – Bring in creators or experts to demo products.
• Q&A Panel – Answer viewer questions in real time.
• Filters & Effects – Add polish and entertainment value to your live stream.
• Scheduling – Promote events ahead of time to maximise attendance.

When used strategically, these features can turn a standard livestream into an unforgettable brand moment.

Running TikTok Live Shopping Ads

Live Shopping isn’t just organic TikTok also offers Live Shopping Ads. These ads promote your live streams directly in-feed, driving more traffic and buyers.

Steps include:

1. Connecting your TikTok Shop to your ad account.
2. Creating a campaign in Ads Manager with Product Sales as the objective.
3. Choosing LIVE Shopping Ads as the ad type.
4. Selecting your live stream (or an authorised creator’s live stream) as the ad creative.

This allows you to scale beyond organic reach, tapping into TikTok’s powerful algorithm and paid distribution.

Ideas for Successful Live Shopping Events

We always recommend brands treat Live Shopping as entertainment first, shopping second. Here are some proven formats:

• Product Demos – Show products in action, live.
• Limited-Time Offers – Create urgency with flash sales.
• Q&A Sessions – Build trust by answering viewer questions directly.
• Behind-the-Scenes – Offer exclusive brand access.
• Influencer Collabs – Partner with creators to drive authentic engagement.
• Giveaways & Polls – Boost interactivity and keep viewers watching.

Best Practices From ATM Studios

To maximise results, here are a few things we always coach our clients on:

1. Plan ahead – Script key talking points but keep the energy authentic.
2. Time it right – Go live when your audience is most active.
3. Promote in advance – Build hype with TikTok teasers and countdowns.
4. Engage actively – Encourage comments, hearts, and questions.
5. Review analytics – Use TikTok’s insights to optimise your next stream.

Final Thoughts

TikTok Live Shopping isn’t just a trend, it's becoming a core driver of e-commerce growth. Done right, it creates a high-energy, interactive shopping experience that builds trust and drives sales in real time.

At ATM Studios, we specialise in helping brands unlock TikTok Shop and Live Shopping from setup and creative production to influencer partnerships and paid ads.

👉 If you’re ready to turn TikTok into a revenue channel for your brand, get in touch with ATM Studios and let’s build your first (or next) Live Shopping success story.

FAQs About TikTok Live Shopping

1. What is TikTok Live Shopping?

TikTok Live Shopping allows brands to sell products directly during live streams. Viewers can watch demonstrations, ask questions, and purchase items without leaving the app.

2. What’s the difference between TikTok Shop and TikTok Live Shopping?

TikTok Shop is the marketplace where brands can list and sell products, while TikTok Live Shopping is the real-time selling feature where products are showcased during a livestream. Both work together to drive conversions.

3. Do I need a TikTok Shop account to run Live Shopping events?

Yes. You’ll need to set up a TikTok Shop account and connect it to your TikTok profile to access Live Shopping features.

4. How many followers do I need to go live on TikTok?

You need at least 1,000 followers to unlock TikTok’s live streaming feature. To sell products via Live Shopping, your account must also meet TikTok’s commerce requirements.

5. Can small businesses use TikTok Live Shopping?

Absolutely. TikTok Live Shopping is open to both established brands and smaller businesses. In fact, TikTok’s algorithm often helps small brands reach large audiences if their content is engaging.

6. What types of products work best for TikTok Live Shopping?

Beauty, fashion, homeware, gadgets, and lifestyle products perform particularly well because they’re easy to demonstrate live. However, nearly any product can work with the right creative strategy.

7. How do TikTok Live Shopping ads work?

TikTok Live Shopping Ads promote your live streams directly in the TikTok feed. Users who click are taken to your live shopping session, where they can watch and purchase in real time.

8. Do I need to use influencers for TikTok Live Shopping?

Not necessarily. Brands can host their own live streams, but influencer collaborations often drive higher engagement and sales by tapping into existing fan communities.

9. How do I measure success on TikTok Live Shopping?

Key metrics include live stream viewers, click-through rate (CTR), conversion rate (CVR), average order value (AOV), and total sales. Reviewing TikTok’s analytics after each session helps optimise future streams.

10. How can ATM Studios help with TikTok Live Shopping?

At ATM Studios, we help brands launch and scale TikTok Live Shopping campaigns — from TikTok Shop setup to live event strategy, creative production, influencer partnerships, and ad management.

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