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Aaliyah Arnold, a 20-year-old entrepreneur, is captivating the TikTok community with her brand, BossUp Cosmetics, during a late-night livestreaming session. Broadcasting live from Culver City, she reaches an audience of about 750 people worldwide, announcing a limited-time flash sale on a mystery box with six to eight BossUp products, discounted by 49% from its usual $101.96 price. The countdown timer and a red “Buy” button prompt viewers to act fast, filling screens with heart emojis as excitement builds.
Decked in a light pink Santa Claus sweatshirt and glam makeup, Arnold enthusiastically urges her audience, “Shop till you drop!” A production crew fuels the energetic atmosphere, readying the next set of products while surrounded by cameras.
Arnold and her co-host Daniel Rene promote heavily discounted BossUp products during an extended TikTok livestream in Culver City last month.
(Genaro Molina / Los Angeles Times)
Ten hours in, with two more to go, Arnold’s livestream resembles a Gen Z version of QVC. Events like this are TikTok’s approach to blending mobile shopping convenience with the buzz of time-sensitive deals, all wrapped up in engaging, unscripted entertainment. By midnight, Arnold has not only secured $70,000 in sales but also gained 10,000 new followers.
Introduced in the U.S. last year, TikTok Shop allows users to purchase directly from the app. This has become a go-to for small businesses, celebrities, and major retailers looking to engage customers in real time. Whether unveiling new products or demonstrating usage, livestreams offer a unique, interactive shopping experience.
While anyone with at least 1,000 followers can start a livestream, TikTok actively partners with influential users like Arnold to enhance their selling capabilities through the TikTok Shop Partner program. In return for a commission, TikTok offers professional services to boost sellers’ operations, including orchestrating large-scale, professionally produced livestreams.
An example of how Arnold’s TikTok Live shopping event appeared to viewers around the globe. This format allows real-time interaction between sellers and customers.
(TikTok)
Despite potential challenges like a nationwide ban due to security concerns, TikTok is pushing into the U.S. e-commerce space, a market where live selling has been slower to catch on compared to China. Coresight Research reported that U.S. livestreaming e-commerce was valued at $31.7 billion last year, a small fraction compared to China’s $512 billion market.
With 170 million American users, TikTok is aiming to mainstream the watch-and-shop trend. Nico Le Bourgeois, head of TikTok Shop U.S. operations, highlights that live shopping sessions have nearly tripled in the past year, illustrating the feature’s growing popularity.
Rene and Arnold demonstrate BossUp’s lip oil during her livestream.
(Genaro Molina / Los Angeles Times)
TikTok Lives are becoming a cornerstone of brands’ holiday sales strategies, with lively sessions happening around the clock. For instance, rapper Nicki Minaj hosted a highly successful livestream for her nail line, and Canvas Beauty Brand’s Stormi Steele achieved record sales during Black Friday.
Arnold, who founded BossUp at 14, initially grew her brand on TikTok with casual, impromptu livestreams. However, before TikTok Shop, customers had to leave the app to make purchases, leading to many missed opportunities.
Arnold began BossUp at 14 and expanded her reach through TikTok livestreams.
(Genaro Molina / Los Angeles Times)
With TikTok Shop’s introduction in September 2023, Arnold’s sales soared, and her livestreams caught TikTok’s attention. Partnering with a Los Angeles agency, she now hosts professional livestreams, flying in from Houston to engage viewers, supported by a team that handles production and strategy.
TikTok Shop has built me up like crazy.
— Aaliyah Arnold, founder of BossUp Cosmetics
At noon during her recent livestream, cheers erupted as cameras rolled. Arnold energetically announced, “Deals and sales and giveaways — don’t miss it!” as sales began to flood in. She demonstrated products and shared makeup tips, her engaging style driving sales.
In a prior interview, Arnold credited TikTok Shop with a 500% sales increase, allowing her to buy a house, hire family members, and expand her business infrastructure.
Arnold’s 12-hour TikTok Live in Culver City generated $70,000 in sales.
(Genaro Molina / Los Angeles Times)
Despite uncertainties about TikTok’s future, business owners are diving into extensive Live sessions as Christmas approaches. Magdalena Peña of Simply Mandys hosted several sessions, significantly boosting sales, thanks to TikTok’s support and strict adherence to its guidelines.
Magdalena Peña, founder of Simply Mandys, during a TikTok Live session last month.
(TikTok)
Since partnering with TikTok, Peña has embraced the platform’s professional services, boosting her revenue significantly. Her commitment to the rules has led to exponential sales growth, making TikTok Live a transformative experience for her business.
