Step-by-Step Guide to Start Live Selling on TikTok + Examples and Best Practices

When TikTok Live video came out in 2019, it opened a new avenue for marketers to reach their target audience in real time. It is the same as Instagram's or YouTube's live stream, except it is more feature-rich.

Due to these features, live selling on TikTok has become not only possible but also a highly effective marketing strategy. In fact, according to a survey by Influencer Marketing Hub, 51.9% of businesses are actively selling through TikTok Shop. This statistic underscores the growing importance of TikTok as a direct sales platform.

Through TikTok Live, you can answer questions, promote your business, receive gifts, and sell products—all in real time. This approach is particularly beneficial if you're a small business with a substantial TikTok following. You can capitalize on your followers' loyalty by selling products to them in real time without any intermediaries. Let's learn how to do this effectively.

TikTok Live Selling: Is It the Right Move for You?

TikTok Live is the social media platform's live-streaming feature. Just like your TikTok videos, you can add effects and filters to your live video, too.

Source: tiktok.com

While regular videos have a time limit of 10 minutes, live videos may be any length. So, they present an excellent opportunity to sell products in real time and answer questions buyers may have about them.

Before you can go live on TikTok, you have to fulfill certain criteria. You should:

• Be 18 or older
• Have at least 1,000 followers

Once you satisfy these requirements, you can go live on TikTok. From there, your live selling journey starts.

How to Get Started on TikTok Live?

An Ipsos study found that TikTok users are 1.6 times more likely to watch live brand content than non-TikTok users. These users are also over 2 times more likely to regard live streams as a trustworthy way to shop. Keeping these insights in mind, it won't be wrong to say that live selling on TikTok can definitely boost your sales and brand awareness.

Insights from Ipsos study

If your account fulfills the eligibility requirements, you can start a live any time you want. Here's how to do it:

• Tap the + (Add post) button at the bottom of the screen.
• Tap Live.
• Add a title to your live. If you want to put a filter or effect on your live, choose those options here.
• Tap Go Live.

You can always change the tools and settings in your live during it. When you want to end the live stream, tap End Live and then End Now. It's as simple as that.

However, when you run a live to sell your products, you need to do a little more than just know the settings. Here are some additional steps to take.

Arrange Necessary Equipment

Think of TikTok live selling just like a virtual event. It shouldn't be a half-baked experience with you holding up products one by one to the camera. Instead, it should be a well-organized and visually appealing show that can keep your audience engaged.

And for that, you'll need to have the following equipment:

• Smartphone/Camera: If you're a small business that's just starting out with TikTok live selling, you can use your smartphone to go live. Just make sure it has a good enough camera to capture product details. But if you can spend a little more, go for a professional camera.
• Lighting: Set up proper lighting to ensure that your products are well-lit and visible on camera. Natural lighting coming from a window nearby is a good option. Again, if you can afford artificial lights, use them. You can also use a simple, inexpensive ring light.
• Tripod: You don't want your TikTok live to be all shaky and unstable. A tripod will help keep your camera steady throughout the live stream.
• Microphone: Unlike eCommerce websites, where product descriptions are available for buyers to read, on TikTok live, you will be verbally telling viewers about your products. So, invest in a good quality microphone to ensure clear audio.

Select Products to Sell

Not all products are suitable for selling on TikTok live. For example, it would be hard to sell a recipe book or a template on live since there's not much to show visually. On the other hand, beauty products, fashion items, accessories, gadgets, and other small items are perfect for this type of selling.  

Before you run a live, select which products you'll show and demo on the live. You can also add some products that are related to each other to upsell or cross-sell.

For example, if you're selling a home decor item, you can also show some smaller items like candles or throw pillows that would complement the main product. While you're at it, you can also show your products in action.

For example, for a home appliance like a blender, you can create a quick and easy recipe using the blender to show its functionality. Doing this makes your live more interesting. It also gives your viewers a better idea of how the product works and helps them visualize using it themselves.

Choose different products at different price points so that everyone in your audience can find something they like and can afford. 

How to Start Live Selling on TikTok? A Step-by-Step Guide

Planning to start live selling on TikTok for your business? Here's a detailed guide to help you in this regard.

Step 1: Optimize Your TikTok Account

Before you can run successful TikTok lives, it's important to optimize your account. Make sure you have a business account so that you can access analytics and other business-specific features.

First, set a profile photo that represents your brand. If you have a brand logo, put that as your profile picture. That's what Nestle has done.

@nestle

Choose a name for your profile. For a brand, it will obviously be the brand name.

Then, add a bio that tells people a little about your brand. For example, if your brand has a tagline, you can put it here. Or, you can simply write an explanatory bio like ''Your one-stop shop for a Pinterest-worthy home".

For example, Poppi's bio is ''the future of soda is now.'' They have also added a hashtag #sodasback. If you have a branded hashtag or one that's somehow associated with your brand, you can add it to your bio.

@drinkpoppi

You can also add a link to your website or any other online platform you want to promote or drive traffic to. For example, you can add a website link where people can buy all the products you show on your live. Or you could direct them to your other social media platforms.

If you want to add multiple links, use a link in the bio tool like Hollister has. Here’s a guide on how to do so: Link in Bio: What You Need to Know (Plus Tools)

@hollister

Unlike the apparel brand, you can also use Linktree alternatives that offer more features. Hollister's Linktree page includes links to their new arrivals, Instagram page, Style Hub, and Artist style edit. You can do something similar. 

Step 2: Plan the Live Selling Event

Like any branded gathering, live selling should also be a planned event. You should first select the day and time for the live. Choose these according to your audience's engagement patterns.

TikTok analytics help in this regard. Check which day your followers are most active and then what time. That's when you need to schedule the live.

After you have determined the date and time, create a catchy event name or theme for your live selling. For example, instead of the plain-sounding "Live Selling Event," you can use something like ''Fall Fashion Frenzy". It sounds way more exciting.

Once your event is planned, announce it on all your social media platforms. On Instagram, you can even run a countdown to keep your followers excited and anticipating the live. Include all necessary details, like the date, time, and what you will be selling during the event.

If needed, you can even promote the event. For example, you can get TikTok creators on board to advertise your live selling event. Since influencers typically have more followers than a solo brand, the word will get across to a larger audience, increasing the chances of higher sales during the event.

For a detailed guide on how to successfully launch a live shopping event, check out this article: How to Launch a Live Shopping Event.

Step 3: Run the Live Stream

On the selected day, start the live stream at the time you have announced. Introduce yourself and your brand to the viewers who have just joined in, and then explain what will happen during the live.

Then, start showing the products you will be selling, one by one. You can also share additional details about the products, such as materials, sizes, and pricing information. Show close-ups of the product if it has minute details that you want the customers to see. If the product's functionality can be demonstrated, do so during the live.

During the live, interact with the viewers. Respond to their questions about the products and give them more information if needed.

Also, encourage them to leave reviews for the products they buy. You can use the social proof on your website or social media to attract more customers in the future. Similarly, you may also ask customers to create content using your products. That user-generated content will help you populate your social media pages and show potential customers your products in use.

You may also offer a promo code to customers who are watching the live stream to incentivize them to make a purchase and attend your future live selling events.

Step 4: Run Live Shopping Ads

If you have a TikTok Shop, you can also run live shopping ads to bring more traffic to your live selling event. Just like for any other ad, go to the TikTok Ads Manager. From there, when you start a new campaign, use TikTok Shop as your product source.

Then, you can select Live Shopping Ad as the shopping ad type and select other specifics, such as audience targeting and TikTok Shop details, accordingly.

Step 5: Analyze Live Selling Performance

After you end your TikTok live, you should also measure its performance. Monitor the number of views, engagement, sales, questions received, etc. The aim is to determine what worked and what didn't work during the live selling event. You can use this information to improve your future live selling events.

Dolls Kill, a brand on TikTok, uses post-purchase surveys to gauge how the viewers feel about their TikTok presence. Based on this information, the brand tweaked its TikTok marketing strategy in a way that helped it decrease its cost per mille (CPM) by 14%.

Dolls Kill case study

The most important post-live task is to fulfill the orders you received during the live selling event, whether directly through TikTok Shop or other channels like your website. Some people will have additional queries that they will raise after your live selling. Respond to these questions to help your prospects in their purchase decision.

Step 6: Repurpose Live Content

After your live selling event, you can repurpose the content for future use. Download the recorded live video and edit it into shorter clips to be shared on your TikTok page or other social media channels.

You can also create a recap of the live-selling event with highlights and behind-the-scenes footage. Use this as a sneak peek into what your lives look like. It will help entice people to join your future TikTok live-selling events.

You can also turn the live selling event into an email newsletter for those who were unable to watch it live. Find email newsletter templates in our guide.

Best Practices for Live Selling on TikTok

To make your TikTok live shopping event a success, you need to follow some best practices. Some of these are recommended by TikTok itself, so you can trust they are effective. We discuss some of them below.

1. Include a Live Title & Cover

You want your audience to know what the live is all about. One way to do that is to add a title and cover to your live event.

For example, if you want to show which products will be available in your Halloween decor collection, title the live stream something like "Halloween Decor Collection Launch Live Event." You can also make it a bit creative if you have a younger audience.

The cover photo should be eye-catching and relevant to your live event. For example, you can take a picture of your whole collection and use it as the cover photo.

2. Add a Product List

TikTok also lets you add a product list for your live. In this list, you can include all the products you plan to show during your live event.

A product list can help your audience know what to expect and make an informed decision about purchasing. It also makes it easier for you to keep track of the products you want to showcase.

3. Promote Your Live

Sure, you can announce the TikTok live on your account for your audience. But that's not it.

You can also promote it in other ways. For example, if you have an Instagram account, you can run an Instagram single-image ad with the details of your live event.

You can also collaborate with influencers to promote your TikTok live-selling event. For example, if you are a makeup brand, partner with female TikTok influencers in the beauty and lifestyle niches. They can tease your live event on their own TikTok accounts or create a dedicated video promoting it.

4. Create a Selling Environment

By a selling environment, we mean creating an atmosphere that resembles a storefront and doesn't look like you're selling products from your living room. Start with getting the color right. Opt for a solid-colored wall or background in a simple room with ample natural or artificial light. TikTok recommends using a gray background. If possible, add your authorized brand logo to the background.

Make sure the products are in front of you and not cluttered behind you in the background, as that can be distracting. Also, create an environment based on the product you're selling. For example, here are some things to have in a fashion live room:

• Clothes Hanger: Use a rack of clothes to display your products so you can move through them quickly.
• Mannequin: Have a mannequin or two displaying your best or upcoming pieces.
• Carpet: A flannel rug or a carpet can help add texture to the video for your products to pop.
• Display Stand: If you want to show long dresses, such as wedding or formal dresses, use a square or round display stand. It will help you show the flare or flow of the dress.
• Backdrop: Instead of using a white wall, add a backdrop to your setting. It could be as simple as a bedsheet or a patterned curtain.
• Props: Use props that complement your product, such as accessories or relevant items that can be used in the styling of the product. For example, if you're selling sunglasses, have a beach towel or sunscreen bottle nearby.

Source: seller-my.tiktok.com

All these details will instantly make your live stream more effective. You can even select a theme for your live and set up the props accordingly. For example, for your Halloween collection launch, it would be cool to have a skeleton chilling in the corner with a few spider webs in the background.

Don't overdo it, though. You don't want your audience to focus more on the props than your products.

5. Structure Your Script for Sales 

First, select one or more presenters who will host the live sale. They should be knowledgeable about your products and able to engage with viewers.

Next, create a rough outline of what you want to cover during the live sale. You don't have to repeat the script word-by-word during the live, but it's good to have some pointers to keep the flow going. 

Brands That Have Achieved Success Through Live Selling on TikTok

It's always helpful to get inspiration from brands that have cracked the TikTok live selling code. We found a few examples for you to take notes from.

Ba Thuc Food

Ba Thuc Food is a Vietnam-based business that sells dried beef snacks. They sell products through TikTok live and run Live shoppable ads to reach more customers.

When customers click on the live shopping ads, they can browse the brand's products while interacting with them through the comment section of their live stream. This way, Ba Thuc Food can answer customer questions and help them navigate the purchase process.

With this approach, Ba Thuc Food has received a 23.7x return on ad spend (ROAS) on its Live Shopping ads.

Luxe Collective

Many people believe that TikTok is just for small and medium businesses. However, that's not true. Luxury brands also use TikTok, particularly TikTok live, to sell their products.

One such brand is Luxe Collective, a UK-based luxury resale company that uses shoppable TikTok live streams to make sales. As we recommended earlier, the brand creates an inventory or product list that they share in the live event. TikTok live selling has helped the luxury resale brand reach Gen Z and millennials who are interested in high fashion.

Cake Nong Pong Nok

Cake Nong Pong Nok is a Thailand-based bakery that uses TikTok live streams for anywhere from 16 to 20 hours to sell its fresh baked goods. The bakery couples its live streams with Live Shopping ads to boost its generated media value.

Cake Nong Pong Nok case study

The combination of these strategies has helped Cake Nong Pong Nok increase its return on investment (ROI) by 111%. That's pretty impressive for a local business with a limited presence. 

Wrapping Up

We have all seen the TikTok growth trajectory over the past few years. If that tells us anything, it's that the platform is here to stay and has already become a huge sensation among young audiences. Your presence on the platform is not enough; you also have to use its features to their full potential.

For TikTok live selling, this means using the platform's live stream features and running Live Shopping ads. The duo can help you create an interactive shopping experience for your customers, ultimately boosting sales and ROI.

If you're a small brand that doesn't yet have the 1,000 followers needed to run live streams, use our guide to learn how to get more followers on TikTok.

About the Author

Nadica Naceva

Writer

Nadica Naceva, Head of Content at Influencer Marketing Hub, is a seasoned writer and reviewer with in-depth expertise in digital and content marketing. Leveraging her extensive experience in guiding content creation and strategic direction, Nadica brings a critical eye and analytical approach to reviewing articles and educational pieces. Her commitment to accuracy, integrity, and innovation with each review helps IMH grow as a leading source in influencer marketing. Her insights are backed by first-party data, ensuring content meets the highest standards of relevance.