What's Happening?
L'ERA, a London-based jewellery brand, has reported generating over £140,000 in revenue through TikTok Live in 2025. Since its inception in August 2023, the family-run demi-fine brand has nearly doubled its TikTok revenue year over year. Founders Lara Sofia-Mar and her daughter Angèle Sofia have leveraged livestreaming to drive significant sales, with individual orders sometimes exceeding £1,400. They conduct four to six livestream sessions weekly, especially during peak periods, to showcase their products. Although TikTok is no longer their primary revenue stream, it remains crucial for their growth, having initially accounted for over 50% of their revenue. The founders credit TikTok for providing an immediate platform to reach their audience
when they had no budget for advertising.
Why It's Important?
The success of L'ERA underscores the transformative potential of livestreaming as a retail channel. Platforms like TikTok Live are reshaping how consumers engage with brands, offering interactive content consumption that drives sales. The global livestreaming market is expected to grow significantly, from approximately $100 billion in 2024 to $345 billion by 2030. This growth presents a substantial opportunity for retailers, particularly in Western markets that are beginning to adopt models proven successful in Asia. L'ERA's experience also highlights the viability of livestreaming for higher-priced products, expanding beyond fast fashion and impulse buys. However, challenges such as rising commission fees and regulatory issues remain hurdles for retailers in this space.
What's Next?
As livestream shopping continues to gain momentum, more retailers may explore this channel to enhance customer engagement and sales. The ongoing evolution of social shopping suggests that platforms like TikTok Live will play an increasingly important role in retail strategies. Retailers will need to navigate operational challenges, such as commission fees and regulatory compliance, to fully capitalize on this trend. The success of brands like L'ERA could inspire other independent retailers to adopt livestreaming, particularly for premium products, as a means to reach broader audiences and drive growth.
Beyond the Headlines
The rise of livestream shopping reflects broader shifts in consumer behavior towards more interactive and engaging shopping experiences. This trend could lead to a reevaluation of traditional retail models, with a greater emphasis on digital and social media platforms. The regulatory landscape may also evolve as authorities seek to address the unique challenges posed by live commerce, such as product violations and consumer protection. As livestreaming becomes more mainstream, it could influence cultural perceptions of shopping, blending entertainment with commerce in new and innovative ways.
