TikTok Shop UK has unveiled new research that live shopping is potentially pushing consumers back to the high street.
Data from the digital selling platform revealed that almost one in three UK consumers (32%) have bought a product in-store after watching a live shopping stream.
Of those shoppers, 43% purchased a beauty product.
The report comes as beauty live shopping sales grew 37% year-on-year, with views of live beauty shopping events also rising by 57%.
Several beauty brands have invested heavily in live shopping in recent months, with MAC Cosmetics placing its artists at the forefront of its live streams.
The live shopping category’s growth has been accelerated by content creators, who drive 64% of beauty sales on TikTok Shop UK.
Consumers turn to these creators for product recommendations and advice, with live shopping opening up a new stream of conversation between consumers and creators.
TikTok Shop UK’s data revealed that almost three in ten (29%) of live shopping consumers have had a host or creator help them assess whether a product would suit their physical features.
Product recommendations and personalised shopping experiences through live streams are also helping to boost multi-purchase bundles, with bundle sales up by 108%.
Gen Z are among live shopping’s most loyal customers, with 79% of the demographic considering purchasing through the platform in the next 12 months compared to 51% of UK adults across all generations.
The age group is also turning to TikTok Shop UK Lives to purchase pre-loved luxury items, with six in ten having bought or considering buying a product within this category.
Live shopping has also provided a new avenue for small and medium-sized businesses (SMBs) to find consumers, with 92% sharing that the format has helped them to reach customers they would not have otherwise.
The SMBs surveyed shared that other growth opportunities born from live shopping include increasing stock orders (49%), international expansion (29%) and listing with larger retailers (25%).
Of these SMBs, 77% intend to increase their use of live shopping over the next 12 months.
“Consumers and businesses alike are discovering the value of real-time retail, further cementing it as the future of online shopping,” said Jan Wilk, Head of TikTok Shop UK.
"The positive impact extends beyond the live session itself.
“We are seeing small businesses now able to expand nationally, internationally, and even gain space on high-street shelves with large retailers.
“That is 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.”
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