Can you really make money with live social shopping?

Live social shopping is when someone sells products during a live video on social media.

It looks like a chat, but there’s a buy button on screen. People can pay there and then, often without leaving the app – it’s like a modern day QVC.

In the UK, the biggest place for this right now is TikTok Shop. Creators can recommend products in videos and LIVE streams and earn commission on sales.

This guide walks you through how people actually make money from it, plus the important rules and reality checks that protect you.

What live social shopping is

Someone goes live on TikTok, Instagram, Facebook, or YouTube.

They hold up a product, show it properly, answer questions in the comments, and people buy while the live is happening.

On TikTok Shop, the shopping bit is built in. That’s why it has taken off so quickly.

The three main ways people earn money

There are a few different routes, and they suit different people.

1. Earning commission as an affiliate

This is the most common way to start.

You pick products from the platform, talk about them in your live, and earn a percentage when someone buys through your link.

TikTok describes this as creators recommending products in videos and LIVE streams and getting paid commission on sales.

You usually don’t need to buy stock or post parcels when you’re promoting someone else’s products. The seller handles the order.

2. Selling your own products

This is for people who already sell something, or want to.

It could be handmade bits, small business stock, or items you have bought in bulk to resell, even things from a charity shop.

You can keep more of the money per sale, but you also take on the hassle. That includes packaging, customer messages, and sorting returns.

3. Hosting paid lives for a brand

This usually comes later.

Once you can prove you can sell, brands may pay you to do a live for them.

Sometimes it’s a flat fee, sometimes it’s a fee plus commission.

Other live shopping platforms worth knowing about

TikTok is not the only place doing live shopping.

Whatnot is a live selling platform that is growing in the UK, mainly used for collectibles, trading cards, trainers, vintage items, and niche stock.

Unlike TikTok Shop, Whatnot is built around sellers running live sales. You usually need products ready to sell and post, and most sales happen through live auctions or fixed prices during the stream.

There is no commission-only selling for beginners. You make money by selling your own items.

For people who already resell or have stock at home, it can be a good fit. For beginners starting with no products, TikTok is usually the easier place to start.

How you get paid and what affects your earnings

Your earnings depend on what you’re doing.

If you are an affiliate, you earn commission on qualifying purchases (sales that count).

TikTok Shop also has its own commission and payout rules for creators and sellers, and these can vary by category and change over time.

If you are a seller, TikTok Shop charges sellers a commission fee on transactions. That is money you need to factor into your pricing.

Quick reality check

Some lives make nothing.

Some make a few pounds.

Some do well.

It is not steady income, so it’s safer to treat it as a top-up, not bill money.

What you need to start

You do not need fancy gear.

Most people can start with a phone, a stable internet connection, and a bright spot near a window.

The bigger “equipment” is your confidence. That grows by doing short lives and getting used to talking while reading comments.

Learning properly without paying for courses

There are a lot of paid courses online promising to teach live shopping.

Before spending money on any of them, it is worth knowing that TikTok runs its own free Seller Academy.

It is aimed at sellers and creators and covers things like setting up TikTok Shop, going live, product rules, and common mistakes.

It is not exciting, but it is clear and practical, and it comes straight from the platform itself.

If you are serious about trying live shopping, this is a safer place to learn the basics before paying anyone else.

What makes people buy during a live

People buy when they feel they can trust you.

That normally means:

• you show the product clearly
• you answer questions calmly
• you say what is good and what is not so good

Items that solve a boring, everyday problem often do better than “trendy” stuff. Think storage, cleaning, kids’ basics, budget gadgets, and sensible gifts.

The rules you must follow

This part matters, because it can protect you and your audience.

You must be clear when something is an ad

If you earn money from what you’re showing (commission, gifted items, paid partnerships), it needs to be obvious to viewers.

The ASA says the advertising rules apply to affiliate marketing too, because you’re earning commission based on what you promote.

Government guidance also warns that hidden ads can break consumer protection law.

Plain English version: if you’re getting paid, say so clearly.

Do not say things that could mislead people

If you claim something is “the cheapest”, “guaranteed”, “limited stock”, or “only today”, it needs to be true.

A safer approach is to keep it simple. Explain what you know, and avoid big claims you cannot prove.

If you sell your own products, distance selling rules apply

Selling online in the UK usually comes with a 14-day right to cancel after delivery, and you must tell customers about it.

If you do not, the cancellation window can stretch much longer.

That means if you become a seller of your own stock, you need clear returns info, even if you are just starting out at home.

Returns and refunds

Returns are part of selling online, even when sales happen during a live video.

In the UK, most online shoppers have 14 days to say they want to return an item after it arrives. They then usually get another 14 days to send it back, with a few exceptions.

If you are selling your own products, you need to be ready for this and clear about how returns work.

If you are earning commission as a creator, refunds can sometimes mean your commission is reduced or taken back.

That is why it helps to promote products you would be happy to buy yourself, rather than pushing something just because it looks easy to sell.

Tax and record keeping

If you make money from this regularly, it may count as self-employed income.

You do not need to panic about that, but you should keep basic notes from day one. What you earned, what you spent, and any fees.

That can be as simple as a notes app or a spreadsheet.

A safe way to try it without stress

Start small for two weeks.

Do three short lives. Even 20 minutes is enough.

Pick one simple product type. Keep your setup the same each time, so you can tell what is working.

After each live, write down three things:

• what questions people asked
• what made people stay watching
• what (if anything) sold

That’s how you improve without burning out.

Common pitfalls to avoid

A few things trip people up again and again.

First, trying to sell too many items at once. It makes the live messy and confusing.

Second, copying salesy scripts. People can tell, and it puts them off, so just be yourself and be natural.

Third, forgetting disclosures. If you’re earning from it, say so clearly.

Fourth, relying on it for rent or food money. This is a bonus income idea, not a guarantee.

Final thought

Live social shopping can be a real way to earn extra money, especially through affiliate commissions.

It suits people who are happy talking on camera, can explain things simply, and can stay consistent even when a live is quiet.

If you start small, keep it honest, and follow the rules, you give yourself the best chance of making it work without it taking over your life.