Live shopping blew up in China years ago, and around 75 per cent of the country’s internet users regularly watch live shopping streams. It has been tipped to have a similar impact in the West, but it hasn’t taken off in the UK to anything like the same extent.
That could be changing, however, as some of the country’s top brands are now starting to embrace live shopping. Leading high-street chains such as Marks & Spencer and Boots have jumped on the trend, and this could inspire other businesses to do the same.
How Have the UK’s Major Brands Embraced Live Shopping?
Marks & Spencer is one of the UK’s most iconic brands, but even it knows that it needs to innovate and evolve to stay relevant to younger generations. The retailer recently launched a TikTok Shop pilot in November 2025, where it made various food, fashion and beauty products available directly through the app. It also said it would trial TikTok LIVE shopping sessions, including beauty demonstrations and styling sessions where customers can see products in action and ask questions in real time.
Samsung UK has also launched its own TikTok Shop to give customers a more detailed view of its products with the chance to get feedback from the experts demonstrating them. Boots has held live shopping events for major product launches but hasn’t yet developed its own daily live stream option on its website.
What Makes Live Shopping So Effective?
One of the reasons why people expect live shopping to be successful is that it adds another element to the already huge e-commerce industry. The main thing that online shopping has always lacked has been interactivity, with the social process completely removed. Now, shoppers can see real people showing off their products, and also get a chance to interact with them.
Live streaming has taken off in various other ways in the UK, so it’s no surprise that it’s finally being integrated into the retail market. For example, online casino players have been using it for years, with numerous instant win casino games such as Cash Collect Live and Speed Roulette occurring over live streams with real-world hosts. There are also plenty of UK YouTube streamers who use live streams to connect with their audiences. This is often seen with sports content creators who enjoy question-and-answer sessions with their viewers.
Will the UK Market Soon Replicate China?
China is already way ahead of the UK when it comes to live-streamed shopping, with major platforms and celebrity sellers helping to add to the hype in the Eastern country. Over here, the market may gradually move in the same direction, but it may take some time for it to be as lucrative as it is in China. Still, the fact that major retailers are choosing to move to TikTok Shop is promising.
With live streaming already popular in the UK, live shopping is destined to be huge in the coming years. Now that famous brands in the country are getting in on the action, the dominoes will start to fall, and others will follow suit.