Live shopping accounted for 90% of UK pre-loved luxury gross merchandise value (GMV) on TikTok Shop between August 2025 and August 2026, according to the platform’s first LIVE Shopping Report.
TikTok Shop’s internal data shows that LIVE Shopping GMV in the category grew by 60% year-on-year over the same period. The 90% figure represents LIVE Shopping’s share of all pre-loved luxury GMV on the platform, measured against every sales format, including shoppable videos.
The same data shows that returns of pre-loved items purchased through TikTok Shop LIVE account for fewer than one in 100 transactions. For resale businesses, every item is unique, and condition is one of several factors influencing its price. TikTok Shop attributes the low return rate to shoppers being able to see an item’s quality and condition and ask questions in real time before making a purchase.
The findings come as a OnePoll survey of 735 decision-makers at UK small and medium-sized businesses already using LIVE Shopping included a group of pre-loved luxury sellers. Of these, 46% agreed that LIVE Shopping helps build trust with customers, while 86% use TikTok Shop for their broadcasts.
A separate survey of 2,000 UK adults, commissioned by Ready10 on behalf of TikTok Shop, found that 60% of Gen Z respondents had either purchased or were considering purchasing pre-loved luxury through LIVE Shopping. Within this group, 31% said learning about an item's history was its main selling point.
Among all respondents who had purchased something during or immediately after a LIVE, the most common reasons were:
- Seeing the product work in real time (50%)
- Seeing size, fit or condition up close (43%)
- Having questions answered in real time (42%)
- The host's expertise and product knowledge (42%)
The report highlights Fashionphile as an example of a business that has expanded its TikTok Shop LIVE schedule since January 2026. It now broadcasts for around 35 hours a week and plans to increase this to 55-60 hours a week next year.
Weekends were once among the retailer’s slowest trading days but have since become its busiest. This shift came as viewers learned they could shop during its weekend LIVEs, supported by TikTok Shop initiatives such as Pre-Loved Sundays.
The US-based reseller entered the UK market in October 2025 through its acquisition of Luxe Collective. Fashionphile said at the timethat Luxe Collective had amassed a following of more than three million and generated over one billion views across its various platforms, with TikTok playing a central role in its growth. In August, it opened its first physical UK space: an appointment-based pop-up in Vauxhall, London.
Larger retailers are also incorporating LIVE Shopping into their TikTok Shop launches. Topshop’s shoppable catwalk event was accompanied by a TikTok Shop livestream earlier this year. Meanwhile, Marks & Spencer began a TikTok Shop pilot in November 2025, featuring beauty and home fragrance lines. It also planned to trial LIVE beauty demonstrations and styling sessions.
Across the wider UK platform, TikTok Shop’s internal data shows that UK LIVE views increased by 80% year-on-year between August 2025 and August 2026, while LIVE Shopping sales rose by 55%. More than 6,000 LIVE Shopping sessions now take place across the UK every day. In a consumer survey, 57% of UK shoppers identified TikTok Shop as the leading platform for live shopping.
The growth comes ahead of Black Friday on TikTok Shop, which runs from 13 to 30 November and will feature LIVE Shopping sessions and exclusive discounts, following a record-breaking sales performance last year.
