Laura Mallows, 33, shuttered her Cardiff beauty store to sell body scrubs on TikTok Live—and now earns more in an hour online than a full day in her former shop. Her story underscores a growing trend: small businesses ditching brick-and-mortar for TikTok’s live shopping boom, even as UK high streets see an unexpected revival.
From Shop Closure to TikTok Stardom
Laura Mallows closed her Cardiff store in 2023, pivoting to TikTok Live. Results were immediate:
- Higher Earnings: She makes more in one live session than a day in her physical shop.
- National Reach: Her brand, Mallows Beauty, now sells in Superdrug and Boots.
- Global Recognition: Fans in New York stop her for selfies.
Mallows Beauty operates from a small office in Llantrisant, South Wales, streaming live packing sessions. “The progress has been wild,” she said.
Why TikTok Live Shopping Boosts Sales
TikTok Shop hosts 6,000 daily live shopping sessions, with 200,000 SMEs already onboard. Key features:
- Direct Fulfillment: TikTok handles orders, letting sellers focus on engagement.
- Instant Feedback: Viewers comment in real time, shaping product decisions.
- Training Resources: Guides help businesses optimize streams.
Shoned Owen, founder of fake tan brand Tanya Whitebits, doubled sales via TikTok Live after stagnant growth elsewhere. “Live content is exploding,” she said.
The High Street’s Surprising Comeback
Despite TikTok’s rise, UK high streets saw a 6.6% footfall surge in January 2024 (British Retail Consortium). This creates a dilemma:
- Laura’s Plan: Reopen a physical store despite TikTok success.
- Hybrid Models: Sara Jones of the BRC predicts 2025 will blend “clicks and bricks”—mixing digital and in-store experiences.
TikTok’s Rules: A Double-Edged Sword
Sellers face strict guidelines:
- Banned Words: Certain terms trigger suspensions.
- No Cross-Promotion: Mentioning websites or other platforms is prohibited.
- Product Restrictions: No vaping, smoking, or nudity during streams.
“You have to play by their rules,” said Owen, who navigates these limits while scaling her team.
The Future: Can Online and Offline Coexist?
- TikTok’s Role: Jan Wilk, TikTok Shop Head, claims live shopping drives a “halo effect,” boosting in-store demand for trending products.
- Employment Shifts: Owen plans to hire locally for TikTok operations, blending digital and community jobs.
- Retail Strategy: The BRC urges retailers to merge tech and physical spaces to attract Gen Z.
Final Take
TikTok Live offers unmatched reach and profit, but its constraints push sellers like Mallows back to brick-and-mortar. The high street’s resilience suggests hybrid models may dominate—if businesses balance innovation with tradition.
