TikTok Live Selling & the Rise of Social Commerce: What Brands Need to Know
Introduction: Social Commerce is Redefining the Online Storefront
In the past, online shopping meant a static website, a checkout page, and maybe a few Instagram ads. Today, it's a conversation, a live performance, and a digital marketplace and it’s all happening in real-time. Enter Social Commerce and more specifically, TikTok Live Selling.
With TikTok's algorithm-driven discovery engine and highly engaged user base, it’s no surprise that more brands—especially in fashion, beauty, lifestyle, and even F&B, are turning to Live Commerce to drive engagement and conversions. But is it just a trend? Or is it the future of online sales?
This article explores how TikTok Live Selling works, why it’s gaining traction, and how your brand can adopt social commerce strategies to stay ahead.
What Is TikTok Live Selling?
TikTok Live Selling combines the engagement of a livestream with the convenience of e-commerce. A creator or brand hosts a live video where they showcase products, interact with viewers in real-time, and allow seamless checkout, all without leaving the app.
Think of it as QVC (remember those television ads where users could call in to make an order?) meets Instagram Live, except your audience can discover your stream even if they’ve never heard of your brand.
Why Social Commerce Is Booming (and TikTok Is Leading the Way)
The numbers don’t lie - despite being launched only in 2022 in SouthEast Asia - TikTok Shop’s Gross Merchandise Value (GMV) across Southeast Asia soared from US $600 million in 2021 to US $4.4 billion in 2022, signalling rapid platform adoption across markets, including Singapore.
The reason why TikTok Live Commerce has kicked off in particular lies in the user intent when coming into the platform as well as the user interface. While previous iterations of video focused platforms only focused on the video and not the commerce aspects, TikTok has successfully married the two:
Here’s why brands should consider this:
1. Discovery-Led Shopping
TikTok’s “For You” page is one of the most powerful discovery engines in the world. This means your livestream isn’t just reaching existing followers, it can find new customers actively exploring content in your niche. Compare this to an offline storefront which is reliant on customers passing by and hoping they stream into the shop. This is an algorithm working at scale, to bring you, your relevant customers.
2. Trust and Real-Time Engagement
In a livestream, people get to see, ask, and react to products live and that’s powerful social proof in real-time. The sense of urgency and transparency helps drive impulse purchases, especially with limited drops or time-sensitive discounts. On TikTok - shops can even give out vouchers and even carry out giveaways!
3. Frictionless Checkout
Lastly, from LIVE to checkout is a mere 3 steps of checkout. Direct in-app checkout for selected regions, limits and removes the barriers to purchase and the seamless flow is crucial to reducing drop-offs.
How to Succeed with TikTok Live Selling
Before jumping straight right into TikTok Live Commerce - laying the foundations is essential to getting your Livestreaming strategy right.
1. Pick the Right Products
To succeed with TikTok Live selling, brands must first deeply understand their target audience’s interests, behavior, and content preferences. In Singapore, TikTok users skew younger—Gen Z and millennials form the bulk of active daily users. These audiences engage with authentic, entertaining, and fast-paced content.
Before launching any live commerce initiative, spend time researching TikTok trends, using tools like TikTok Creative Center and Audience Insights to find the hashtags, creators, and content themes your audience engages with most. By aligning your product positioning and presentation style to what resonates on TikTok, you can drastically increase engagement, view duration, and conversion rates.
2. Create a Consistent TikTok Live Calendar to Build Habitual Viewership
One of the most underrated TikTok Live strategies is calendar planning. Just like primetime TV shows, TikTok Lives perform better when your audience knows exactly when to tune in.
By planning your TikTok Live schedule in advance — say, every Tuesday and Friday at 8PM — you train your followers to expect and anticipate your broadcasts. Over time, this builds habitual viewership and increases engagement and purchases. TikTok’s algorithm also favours consistent creators, potentially boosting your live stream reach organically.
Planning ahead also gives your team more time to:
Prep products and inventory for that day’s promotion
Script key talking points and sales hooks
Coordinate influencer or host availability
Promote the upcoming live session across Instagram, email, and in-feed TikToks
Use a monthly TikTok Live content calendar to map out:
Key product themes (e.g., skincare sets, seasonal bundles)
Local shopping dates (e.g., 9.9, Payday, National Day)
Flash deals or time-limited exclusives
3. Use a Strong Host or Personality
The first five seconds of your TikTok Live stream are crucial in capturing attention. As users scroll through a sea of content, your LIVE must immediately stand out. Use an exciting opener, a visual cue (e.g., showcasing a trending product or an animated motion), and a compelling callout like “Flash Sale Starts Now!” or “Only 10 Pieces Left!” This drives urgency and stops the scroll so that users enter the LIVE.
4. Create Scarcity and Urgency
To boost TikTok Live conversions, incorporate limited-time offers, countdowns, or exclusive live-only bundles. Create urgency with phrases like “Only available while we’re live,” “Last 3 units!” or “This bundle ends in 10 minutes.” Scarcity drives impulse purchases, especially when paired with time-sensitive incentives like free shipping or discounts. Many TikTok sellers in Singapore have reported double or even triple conversion rates when combining scarcity tactics with giveaways or live raffles.
5. Use Clear, Conversational Product Descriptions
One of the most effective TikTok Live selling techniques is narrating your product’s benefits in a conversational and casual tone. Avoid jargon-heavy descriptions. Instead, explain how the product fits into everyday life. For instance, if you're selling a skincare serum, show how to use it, describe how it feels, and explain the results. Include viewer interaction by asking them questions and responding live to comments. This not only builds engagement but also helps overcome objections in real time.
6. Invest in Quality Production
While TikTok thrives on raw and authentic content, that doesn't mean your TikTok Live setup should be low-effort. Investing in quality production can significantly elevate the viewer experience, especially when selling products in real-time. Clear audio, stable video, and proper lighting all contribute to keeping viewers engaged and encouraging purchases. At the minimum, make sure to have:
Tripod for Ring Light, and iPhone
Dedicated iPhone
Ring Light
Microphone
That said, high production value should never come at the expense of authenticity. TikTok users in Singapore and beyond expect a sense of spontaneity and relatability. Don’t over-script your livestreams or make them feel like a traditional commercial. The sweet spot lies in creating TikTok Lives that feel real and approachable, but also visually and audibly pleasant.
7. Design On-Brand TikTok Live Banners to Drive Clicks and Visibility
Think of your TikTok Live banner as a storefront sign. When a user is scrolling through their TikTok Feed - they will be also shown a TikTok LIVE, your banner is what stops a user from scrolling past and gets them to click in. A compelling, visually branded banner can dramatically boost your visibility and traffic during your livestream window.
When designing banners, ensure they:
Clearly show what the live is about (e.g., "Buy 1 Free 1", "Limited-Time Bundle", “New Launch”)
Feature your brand logo or host for recognisability
Use high-contrast colors that stand out on mobile
Include time-sensitive hooks (e.g., “Ends in 2 hours”, “Tonight Only”)
Additionally, make sure your banner aligns with your campaign visuals across your TikTok in-feed posts, Instagram Stories, or email marketing. This consistency boosts brand recall and makes the Live feel like part of a broader omnichannel campaign.
8. Leverage Cross-Platform Promotion to Drive Traffic to TikTok Live
Don’t rely on TikTok’s algorithm alone to bring viewers into your Live. The smartest brands treat TikTok Live like an omnichannel event, promoting it across multiple touchpoints.
Some proven strategies:
Instagram Stories with countdown stickers linking to the livestream time
Email newsletters highlighting key offers or giveaways happening on Live
In-app TikTok ads (Live Shopping Ads or Reach & Frequency campaigns) to promote the Live stream in advance
WhatsApp broadcast lists with VIP-only access codes or sneak peeks
This multiplatform push is especially useful in Singapore, where digital consumers often toggle between TikTok, Instagram, and WhatsApp before making a final purchase. By integrating Live promotion across these channels, you maximize reach, improve show-up rates, and warm up audiences before they enter the buying funnel.
WHICH Brands Are Winning at TIKTOK Live CommercE
Recently, there have been many brands that have been exploring LIVE Commerce but only a few have gotten it right:
Tefal Singapore has run successful livestreams demoing cookware with live Q&A sessions and limited-time bundles.
PurestCo has run multiple livestreams showing their vitamin products, answering Q&As
HighFrequencyApparel (HFA) has done successful apparel launches, working with large content creators to drive sales
Here at MajorForm - we’ve worked with OATSIDE Singapore on several livestreams which have been successful in driving sales due to our unique blend of livestream strategy, host-brand matching and quality production.
Don’t Skip the Paid Media Support
Livestreaming on its own is one part of the the process but one of the biggest missed opportunities? Not pairing your live efforts with paid amplification.
With TikTok LIVE GMV Max, you can now:
Retarget warm audiences before a livestream e.g. those who have added to cart, shopper before
Advertise a upcoming TikTok LIVE to potential viewers
Target users during a TikTok LIVE to amplify your LIVE
Screenshot of TikTok GMV Max Dashboard
Social Commerce ≠ Set & Forget
That being said, TIkTok LIVE is not a magic bullet that is meant to save your business or be a success overnight. Success requires:
Consistent testing (formats, timing, hosts)
Real-time feedback analysis
Integration with your full funnel (retargeting, email, CRM)
It’s not a replacement for your Shopify store or brand campaigns, it’s a powerful top- and mid-funnel lever that integrates entertainment, trust, and shopping. Don’t set up a TikTok Shop without first ensuring that the brand’s TikTok account itself has a good following and identity so that there is already a community that can be tapped into as warm audiences ready to make a purchase!
FREQUENTLY ASKED QUESTIONS (FAQ):
TikTok Live Selling & Social Commerce
1. What industries work best for TikTok Live Selling?
Beauty, fashion, lifestyle, accessories, and snack F&B brands tend to perform well due to the visual nature and impulsive buying behaviors on TikTok.
2. How long should a TikTok live session be?
30–60 minutes is the sweet spot for engagement. Ensure you're offering fresh content or deals throughout the stream.
3. Do I need a large following to start TikTok Live Selling?
Not necessarily. TikTok’s discovery engine helps surface your live to the right audience. Paid media can boost this further.
4. How do I measure success from my TikTok livestreams?
Track watch time, viewer retention, clicks, conversions, and comments. Then retarget those who engaged using TikTok Ads.
Want to Make TikTok Work for You?
We’ve worked with brands across lifestyle and F&B to drive real results through content and performance marketing.
Work with MajorForm and make TikTok Live Selling work for your business. Contact us here.
