'I make more in one hour on TikTok than a day in the shop'

Laura Mallows, a 33-year-old entrepreneur, has made a significant shift in her business strategy by selling beauty products, including body scrubs, through TikTok. With her long blonde hair and vibrant personality, Laura has become a prominent figure in the world of live shopping on social media. She confidently states, 'I make more in an hour going live than I do in a whole day at my shop. ' This statement highlights the growing trend of online shopping, which has led Laura to close her flagship beauty store in Cardiff. Instead, she now focuses on selling her products through TikTok's live shopping feature. The success of her products has also allowed them to be stocked in well-known retail chains like Superdrug and Boots, fueling her ambition to open a physical store once again. Selling on TikTok requires not only a quality product but also a captivating personality that draws viewers in during live sessions. The platform hosts over 6,000 live shopping events daily, providing sellers with the opportunity to showcase their products while fulfilling orders through TikTok's services. Laura operates her business from a small room in Llantrisant, South Wales, where she engages with her audience and packs orders on camera. She describes her journey as 'wild,' reflecting the rapid growth of her business. The instant feedback from viewers is invaluable, as they openly share their opinions on her products and presentation. Laura often posts videos thinking she is just sharing with friends, but she has experienced unexpected recognition in places like New York, where fans approach her for selfies. Interestingly, while online shopping is on the rise, the UK's high streets have seen a surprising increase in foot traffic. According to the British Retail Consortium, footfall rose by 6. 6% in January compared to the same month last year. This presents a unique challenge for sellers like Laura, who thrive in the online space but also wish to capture the attention of in-store shoppers. As a result, Laura is now focused on her goal of opening a physical shop. However, selling on TikTok comes with its own set of challenges. The platform has strict rules that limit sellers from promoting other sales channels, and certain products are restricted. For instance, using specific words can lead to account suspensions, and mentioning a personal website is prohibited. Looking ahead, 2025 is anticipated to be a year of 'clicks and bricks,' according to Sara Jones from the British Retail Consortium. This concept refers to the blending of online and in-store shopping experiences. Sara believes that retailers who effectively utilize digital technology will attract more customers back to the high street while maintaining their online presence. Some sellers, like Shoned Owen, have turned to TikTok to sell directly to consumers after experiencing a slowdown in sales through traditional channels. Shoned, who sells fake tan products, reports that her sales have doubled since she began selling live on TikTok. She recognizes the growing demand for live content and attended a workshop in 2024 that predicted a surge in live shopping on TikTok in 2025. Shoned emphasizes the importance of understanding TikTok's selling rules, which include restrictions on certain keywords and prohibitions against directing customers to external websites. Additionally, she notes that TikTok has guidelines against smoking and nudity. Despite her success on TikTok, Shoned continues to sell her products in physical stores and is considering hiring staff to help promote her online sales. She hopes to create job opportunities for local residents, as they would need to be nearby to assist with live shopping events. TikTok views its live shopping feature as an extension of traditional retail, allowing sellers to connect with customers in a unique way. Jan Wilk, the head of TikTok Shop, states, 'Through live shopping, TikTok shop allows products to be discovered by millions. ' He also highlights the positive impact TikTok has on high street businesses, as products that gain popularity on the platform often see increased sales in physical stores.