TikTok has evolved from a hub of viral trends into a leading force shaping the future of e-commerce. The launch of its first SME Council and the rapid expansion of TikTok Shop reflect a unified strategy to reinvent social commerce. Far from incremental updates, these initiatives empower small businesses, reset platform-business dynamics and challenge legacy giants such as Amazon and Shopify.

In April 2025, TikTok convened its inaugural SME Council in Stoke-on-Trent, bringing together 20 UK businesses, from Hair Anatomy UK to Bear Burners, to co-author a formal “SME Manifesto” addressing digital-growth barriers. Far more than a PR exercise, the council gives entrepreneurs direct input into TikTok’s product roadmap by shaping enhancements such as advanced live-stream analytics and simplified shoppable ad formats. By institutionalising SME feedback, TikTok positions itself as the pro-business, pro-creator alternative to traditional marketplaces, fostering loyalty and raising barriers for new entrants.

Simultaneously, TikTok Shop achieved remarkable growth. In 2024, its UK arm recorded a 131% increase in shoppers and a 180% surge in revenue, earning its status as the fastest-growing online retailer. Now averaging over 6,000 sessions daily, live shopping has become the platform’s commerce engine, driving impulse purchases and sustained engagement through real-time interaction and creator-led experiences.

Together, these moves underscore TikTok’s ambitious vision: build an infrastructure where small businesses help set the rules, reach engaged mobile audiences, and scale in real time

TikTok’s SME Council and Live Shopping: A Blueprint for the Future of Commerce

Building a Pro-SME Ecosystem – In April 2025, TikTok’s SME Council convened in Stoke-on-Trent, uniting 20 UK businesses, from Hair Anatomy UK to Bear Burners, to draft an “SME Manifesto” focused on grants, digital skills and funding support.

This council gives SMEs direct influence over feature updates such as enhanced live-stream analytics, performance dashboards and shoppable ad templates. By embedding small-business voices into its roadmap, TikTok stakes its claim as the SME champion, challenging Amazon and Shopify. This seller-centric ecosystem boosts loyalty, reduces churn and raises competitive barriers.

The Live Shopping Surge – TikTok Shop’s UK arm achieved a 131% increase in shoppers and a 180% revenue uplift in 2024. With over 6,000 live-selling sessions daily, it has become the UK’s third-largest e-commerce platform, behind Amazon and eBay.

Live shopping succeeds by blending entertainment, urgency and community interaction. Flash deals, time-limited drops and interactive polls drive high engagement and strong conversion rates. Since 55% of TikTok users buy impulsively, SMEs tapping into this behaviour access a ready market.

Case Studies: Real-World Wins

Made By Mitchell: A £1 Million TikTok Shop Milestone

In June 2024, Mitchell Halliday’s indie beauty brand, Made By Mitchell, made history as the first UK label to surpass US$1 million in sales during a single TikTok Shop livestream. The 12-hour “Summer Sale” event, hosted in Manchester, saw products flying off the virtual shelves, approximately one every second, amassing £830,000 in just the first half-day and breaking the seven-figure mark within 24 hours.

Halliday boosted the event’s reach and credibility by teaming up with popular creators like Amelia Olivia, Hollie Flynn, Becky Morgan, and Love Island’s Mary Bedford. The brand’s success didn’t stop at TikTok. Made By Mitchell also secured retail partnerships with Boots and Fenwick, turning viral momentum into broader retail expansion.

This case underscores the power of extended livestreams, influencer partnerships, and exclusive product launches in propelling indie beauty brands into the mainstream.

Luna & Rose: Ethical Shine Drives 150% Revenue Surge

UK-based jewellery brand Luna & Rose has seen a 150% jump in quarterly revenue thanks to its creative use of TikTok Shop livestreams. The brand hosts weekly themed sessions featuring limited-edition pieces, like the popular “Celestial Sun” necklace, crafted from recycled metals and plant-dyed materials.

By incorporating live viewer polls and inviting fans to help shape design elements, Luna & Rose blends ethical craftsmanship with interactive shopping. This strategy of combining scarcity with sustainability has not only boosted engagement but also encouraged repeat purchases, proving that conscious consumerism and community-driven design can be a powerful growth engine.

Bear Burners: Craftsmanship Meets Conversion

Sunderland’s Bear Burners refined its format through TikTok’s SME Council pilot sessions, showcasing weekly candle-making demos, from soy-wax melting to heart-shaped finishing touches, in real time. This transparency built trust and intrigue. Simultaneously, Bear Burners optimised stream metadata with keywords such as “vegan,” “cruelty-free”, and “soy wax,” boosting discoverability. The brand then recorded a 75% spike in live-shop conversions, propelling it to top among home-goods sellers on TikTok Shop. This example underlines the power of authentic demos and data-driven optimisation in driving conversion.

Successful Strategies

To excel in TikTok’s live-shopping ecosystem, SMEs should weave together bold event formats, authentic narratives, data-driven metadata, policy insights and SEO best practices.

• Marathon vs. Mini-Drops – Choose marathon streams for headline-grabbing urgency or mini-drops for regular engagement without heavy production demands. Both formats can drive strong demand and repeat visits.

• Authenticity Rules – Real-time demos that reveal your process or tell your story build viewer trust and spur conversions. Co-hosting with micro-influencers further amplifies credibility.

• Metadata Matters – Optimise titles, descriptions and stickers with keyword-rich phrases like “eco-friendly wax melts” or “live jewellery drop” to surface in TikTok’s discovery feeds.

• Leverage Council Insights – Pilot beta features and apply peer feedback from TikTok’s SME Council to refine live formats and ad strategies.

• SEO & Implementation – Embed “TikTok SME Council,” “live shopping,” “TikTok Shop UK”, and “social commerce” in headings and meta descriptions. Link to how-to guides and council reports to boost dwell time. Embed UGC highlight reels to lower bounce rates and signal engagement.

• Cross-Platform Synergy – Mirror TikTok Lives on Instagram Live and tag products in Reels and Stories. Use Facebook Business Manager to allocate budgets toward high-ROI channels.

• Analytics & Iteration – Monitor views, engagement and conversion rates via TikTok Shop’s LIVE Analytics. A/B test CTAs, timing and product assortments weekly to refine your strategy.

From Scroll to Sale – It’s Your Move

Certainly. Here’s a more expanded and engaging version of your conclusion, with a clearer and more motivating call to action:

TikTok’s SME Council and live-shopping ecosystem are not just tools, they are catalysts for transformation. They empower SMEs to influence the future of digital commerce while converting social engagement directly into sales. The blueprint is already in place: immersive livestream events, high-converting shoppable ads, cross-platform integration, and a community-first approach that prioritises authenticity over algorithmic tricks.

But having the infrastructure means little without action. Whether you’re preparing to host your very first TikTok Shop livestream or ready to scale your brand into new markets, the opportunity has never been greater. TikTok is offering SMEs not only the reach but a seat at the strategic table. It’s where trends are born, stories are shared, and buying decisions are made – in real time, by real people.

So now is the moment to act. Join the conversation, adopt the tools, test boldly, and turn your audience into a community—and your content into commerce. Because in this new era of retail, the brands that lead are the ones who show up live, stay responsive, and sell with purpose.

NorthStar Consulting turns data into actionable insights. Stay ahead of emerging tech trends by following The Pulse.