TikTok LIVE Isn’t Just For Cheap Products

Most people assume TikTok Shop only works for low-ticket, impulse buys.

That’s a mistake.

We recently ran TCL’s first LIVE and sold £700 TVs.

Yes, people are buying high-ticket items directly from a TikTok stream.

Here’s why it worked (and what you can learn from it):

• Educated hosting matters – the host wasn’t just “presenting,” they knew the products inside-out and could answer objections in real time.

• Visual proof sells – having multiple TV models on display made the choice simple.

• Exclusive offers win – the LIVE wasn’t just “another discount.” It was HUGE % off, free installation, and limited stock flash sales. In other words, a deal you couldn’t get on Amazon, DTC or a few hours later scrolling through TikTok.

• Reach compounds – 11,000 viewers and 88,402 product impressions in one session. Every LIVE is both a sales event and a brand awareness engine which means all this users are now in TCL’s ecosystem on TikTok shop and will know when the next live is, see more content etc.

The lesson: TikTok LIVE isn’t about throwing products on camera and hoping they sell. It’s about creating an offer and experience people can’t get anywhere else.

The brands that fail are the ones who copy-paste their DTC offer into TikTok Shop and wonder why nothing moves.

The ones that win design LIVES tailored for the platform urgency, exclusivity, education, and interactivity.

And here’s the wake-up call…

Enterprise brands like TCL, Ninja, and L’Oréal are already jumping in. If you’re a growth-stage brand, your window to dominate is now before your category gets crowded.

👉 For September, we’re opening a special offer for 3 brands that want to scale TikTok LIVEs with us. If that’s you, [click here].

– Ashley Wright
Founder, Social Tale