TikTok says its Live Shopping format in the UK grew 55% year over year, that more than 6,000 sessions now run daily, and that new seller signups rose 200%, though the company hasn't published the underlying numbers and none of it has been verified independently. It counts over 300,000 UK-based businesses selling on TikTok Shop, and describes what it calls a TikTok Shop Halo Effect, in which sellers who do well on the app go on to win customers elsewhere and sometimes move into physical retail. The company also pointed to a May 2026 shopper panel from Savvy, which reported that 57% of Gen Z and Millennial consumers like watching live shopping.
