Live streaming is quickly becoming one of the most powerful tools inside TikTok Shop — but for many brands, it still feels unfamiliar, resource-heavy and difficult to get right.

In this panel discussion, beauty founders, brand leaders and TikTok Shop specialists unpack how live shopping actually works, what different live formats look like, and why authenticity matters more than trying to copy someone else’s style.

From founder-led livestreams and expert demos to high-energy studio formats and community-driven sessions, this conversation explores how brands can approach TikTok Shop Live in a way that feels right for their audience, their positioning and their product.

In this video:

• Why live streaming matters on TikTok Shop
• The difference between high-energy and more relaxed live formats
• How brands can find a live style that suits them
• Why authenticity and product knowledge are critical
• The role of founders, hosts, chemists and internal experts
• How live helps deepen engagement and build community
• Why consumers can spend far longer with a brand on live than through other media
• How leading brands use live to support hero products, bundles and long-term growth

This is a practical look at the reality of live commerce — not just as a sales tool, but as a brand-building channel that can create trust, conversation and deeper consumer attention.

Whether you are a traditional brand exploring TikTok Shop for the first time or a founder already building momentum on the platform, this discussion offers valuable insight into where live shopping is heading and how to approach it well.