London-based jewellery brand L’ERA has generated over £140,000 in TikTok Live revenue alone in 2025. Since its launch in August 2023, this family-run demi-fine brand has nearly doubled its TikTok revenue year over year, with livestream sales contributing significantly to overall turnover.
While TikTok is often linked to smaller, impulse-driven purchases, founders Lara Sofia-Mar and her daughter Angèle Sofia have received individual orders exceeding £1,400 during livestream sessions. They typically host four two- to three-hour livestreams per week, increasing to six during peak periods. The founders believe livestreaming is especially valuable for higher-priced products, as it enables customers to view and experience items before purchasing.
Although TikTok is no longer L’ERA’s primary revenue stream, the founders state that the platform remains important to their growth. Initially, it accounted for over 50% of their revenue. “When we first launched, we genuinely wouldn’t have survived without TikTok,” said Lara and Angèle. “It gave us an immediate platform and a way to reach our audience through livestreaming at a time when we had no budget for ads.”
Livestreaming as a transformative retail channel
L’ERA’s success demonstrates the transformative potential of livestreaming for retailers – as a means of driving customer engagement as well as generating sales. Platforms such as TikTok Live, YouTube Live, and Twitch have made content consumption interactive. Global livestreaming revenues are projected to grow from approximately $100 billion in 2024 to $345 billion by 2030, presenting a significant opportunity for retailers. Asia has already shown the effectiveness of this model, with live commerce generating substantial revenue, and Western markets are now beginning to catch up.
Challenges of livestream retail
L’ERA’s founders note that rising commission fees and additional per-order charges create operational pressures for livestreaming. The fast-paced and sometimes loosely regulated nature of live commerce also leads to time-consuming product violation and appeals processes, which remain ongoing challenges for retailers.
Despite these challenges, L’ERA’s experience highlights the evolution of social shopping in the UK. Their success shows that livestreaming is not limited to fast fashion or low-cost impulse purchases; it is becoming a viable growth channel, particularly for independent retailers offering higher-priced, considered-purchase products.
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