Discussing the impact of TikTok Shop LIVE, Daisy Kelly, Founder of Glow For It – who made £100,000 in one day on a TikTok Shop LIVE – said “It’s categorically changed the trajectory of my business”. Understanding the flexible and far reaching opportunities for engagement that TikTok Shop LIVE presents, independent brands are taking note. Fast forward to 2025 and L’ERA made six figures in TikTok Shop LIVE sales alone, supercharged by a TikTok Shop strategy that includes hosting four LIVE Shopping sessions a week. Jan Wilk, Head of TikTok Shop UK said: “Reaching 300,000 UK small businesses on TikTok Shop is a huge milestone and it shows the scale of opportunity – whether you’re an established retailer or a founder making your very first sale. Momentum on TikTok Shop is translating into growth beyond the app, what we call the TikTok Shop Halo Effect.