Laura Mallows, at 33 years old, has found great success in the world of TikTok’s live shopping business. No longer operating her flagship beauty store in Cardiff, Mallows now exclusively sells her company’s body scrubs and skincare products through the popular platform, earning more in one hour of live streaming than a full day in her physical shop. The surge in online sales has propelled her brand onto the shelves of major retailers like Superdrug and Boots, prompting her to dream once more of opening a brick-and-mortar shop.
TikTok’s live shopping feature requires not only a quality product but also a charismatic personality to engage potential buyers watching the live streams where orders are packed on camera. With over 6,000 live shopping sessions occurring daily, the platform offers resources and training for sellers looking to join the ranks of the 200,000 small and medium-sized businesses utilizing this tool. The ability to reach a wide audience without the constraints of physical space has been a game-changer for businesses like Mallows Beauty.
Operated out of a small room in Llantrisant, south Wales, Mallows Beauty has seen remarkable growth in a short amount of time, prompting founder Laura Mallows to reflect on the impact of their TikTok presence. Instant feedback from viewers has played a significant role in shaping their product offerings and business strategies. Despite the success in online sales, Mallows is eager to tap into the resurgence of shoppers on the UK’s high streets, presenting a challenge for businesses straddling both the digital and physical retail realms.
As the British Retail Consortium monitors the evolving landscape of retail, spokesperson Sara Jones predicts that 2025 will be a year of “clicks and bricks,” emphasizing the importance of blending digital and in-store shopping experiences. This sentiment is echoed by sellers like Shoned Owen, whose live selling of fake tan products on TikTok has doubled her sales and introduced her to a whole new audience. Navigating the platform’s rules and restrictions has been a learning curve for sellers like Owen, who have found success by adapting to the demands of TikTok’s dynamic marketplace
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