How to Host Sales Live on Tiktok (Your Complete Guide)

More and more brands and entrepreneurs are looking for ways to sell live on TikTok. And it should not be a surprise since live shopping has shown 3x the engagement of traditional e-commerce.

You might think this is only for big brands or influencers with thousands of followers, but today any brand can learn to sell through TikTok lives (even if TikTok Shop is not enabled in their country)

In this article, I will show you step by step and you can download for free “the ultimate guide to live selling (without being an influencer)”

BANNER 

💡 Here's what we'll cover:

• How to make effective TikTok lives for selling

• What products to show in your live sessions

• The essentials of a successful TikTok Live

• Live shopping strategies and how to engage your audience

• The real case of a brand that earns USD 500/hr from TikTok Live

• And how to close sales from your live sessions!

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What is a live sales session?

A live sales session (also called live shopping or live commerce) is a digital commerce strategy that combines live broadcasts with the ability to purchase products in real-time. 

During the live, the seller showcases the products, answers questions on the spot, and encourages immediate purchase. It's like telethons but on social media platforms like TikTok, Instagram, or Facebook. The characteristic of these lives is that users can interact with the brand, see products in use, and make purchasing decisions immediately. 

Live shopping vs. traditional live

The main difference between live sales sessions (live shopping) and traditional lives lies in the goal and dynamics:

👉 Live sales sessions are designed to sell in real-time. 

You present products, answer potential buyers' questions, and try to incentivize purchase with elements like exclusive offers, links, and a sense of urgency.

👉 In contrast, traditional lives aim to connect or entertain. 

You may talk about a topic, show your behind-the-scenes routine, or simply chat with your audience, but without the intention of closing a sale during that broadcast.

In short, if live shopping seeks immediate conversion, traditional lives focus on branding and community.

Why do sales lives work?

The success of live commerce lies in its ability to digitally recreate the in-store shopping experience, combining demonstration, human interaction, and urgency in a single format.

• Real-time interaction and trust

The fact that the audience can ask questions, see demonstrations of your products, and receive instant answers builds trust and reduces uncertainty in their purchase decision. 

• Entertaining experience

Having the duo of entertainment + sales keeps the viewers' attention longer, which favors conversion.

• FOMO (fear of missing out)

The effect of seeing others buy live is a powerful motivator for action. Real-time promotions and scarcity activate the “fear of missing out,” and this turns many viewers into instant buyers.

Step by Step: How to do a sales live on TikTok  

In this section, I'll show you step by step how to prepare your broadcast to make the most of it, even if you are in a country where TikTok's direct checkout is not yet available (like most of LATAM). Spoiler: WhatsApp will be your best ally 😉

STEP 1: Choose wisely which products you will show

Start with a key question: Which products do you sell the most or get the most questions about? Those are the ones you should show first in your live session.

Bet on visual products, with attractive prices, that are easy to explain. For example: if you sell accessories, choose the most colorful ones; if you sell clothing, show the most requested sizes.

STEP 2: Promote your live in advance

TikTok does not always notify all your followers, so help it out a bit 😉

• Post a short video saying when your live will be and what you'll be showing

• Create a story with a countdown

• Share it also on Instagram and WhatsApp

You could use something like: “This Friday at 6:00 p.m. we’ll be LIVE to show you the new skincare sets with a big discount only for live sessions 💅 Activate the reminder!”

The more anticipation you create, the more likely you are to have people connected from the start.

STEP 3: Start your live on TikTok

Before hitting "Go Live," make sure you have decent lighting, a stable connection, and your products nearby.

Note! You must be over 18 years old and have more than 1,000 followers for your TikTok account to have the Live option. And once you have it, @anicarteras, share this hack:

• Expert tip so TikTok doesn't restrict your sales lives:

1.- From your profile, tap “+” and swipe to the final Live option

2.- Go to Settings > Content Notice

3.- Activate “Notify about LIVE content”

3.- Check according to the products you will offer “Own Brand” or “Branded Content” and Save

4.- Now, tap “Go Live”

STEP 4: Show your products and interact with your audience

This is your moment to shine ✨

Show how it’s used, mention its benefits, and respond to comments in real-time. This makes the experience feel close and authentic.

Ask questions like Which color do you like more? or Who would you gift this to?

📌 Later we will see effective strategies to sell on TikTok Live and tips to better connect with your audience, so stay until the end 😉

STEP 5: Close the sale

In most LATAM countries, TikTok Live still does not allow direct purchases from the app, as it does in Mexico. But don’t worry: WhatsApp is your best channel to close the sale.

Why?

• It's the most used messaging channel in Latin America

• It conveys trust and closeness

• You can send payment links, shipping details, and maintain contact

Additionally, if you add the direct link to your WhatsApp in the chat or show the number on screen, you make everything easier for them!

The essentials for doing a good TikTok live sales session

David Tafur, CEO of Yavendió, shares these 4 essentials you should map out when selling via TikTok Live:

• Setting: It's your stage setup. If you have a store or warehouse and use it as a real backdrop, it adds to your audience's trust. You can even say “This is my store. We are at Av. Las Palmeras 534. Come visit us”

💡 It's also important that it’s a tidy setting and looks professional.

• Details: Show the product in as much detail as possible. Mentioning its features is important, but so are its benefits. If you can show how that product will benefit your customer's life, you score many points.

• Consistency: This is perhaps one of the key points. Do TikTok Lives consistently and don't be discouraged if you don't make a sale the first time. It’s about gaining audience and teaching the algorithm that your content is valuable. 

💡 How long should your TikTok Live for sales be? At least 1 hour.

• Call to Action: The call to action. You must tell your audience how to contact you to make that sale: To your direct messages, WhatsApp, etc. It is crucial! 

7 Live shopping strategies on Tiktok: How to sell live on TikTok?

Here I share 7 strategies that work for both big brands and entrepreneurs alike. 

1. Offer exclusive discounts during the live 🔥

Discounts that are only active while the live session lasts create urgency and make the person feel that if they don’t buy now, they miss out on the opportunity.

Phrases like “Only during the live: 20% off on this kit” or “This code disappears when the live session ends” work very well.

2. Launch new products live 🚨

A live launch makes your broadcast an event. 

Imagine telling your audience: “You are the first to see this product. It's not on the website or in the store yet.”

They will feel part of something exclusive, perfect for triggering early purchases.

If you do it, I recommend creating anticipation days before with stories, ads, or posts saying: “Don’t miss the live this Thursday… something new is coming.”

3. Sell few units and say so! 📦

When your customer perceives that they might miss out on the product, the decision to buy it accelerates.

Something that works is showing the number of units available and updating live as they sell.

For example: “Thank you, Mariana, for your purchase! Now only 8 units left.”

4. Use the live to invite to your physical store 🏪

Do you have a store? Perfect.

Use the live to drive visits to your store and extend the offline experience. It's also a good idea to show your stock with the store as a background to encourage them to come and see the products.

5. Create themed lives at key dates 🎉

Black Friday, Valentine's Day, Mother’s Day, Christmas… special dates have a “buying mood,” which plays in your favor.

Decorate your recording space and make dynamics like raffles, limited combos, or games. You can take advantage of commercial dates in your TikTok live like this:

•  “Father’s Day special: the 5 best gifts in 20 minutes”

•  “Christmas combo only available in this live”

Touch on the emotional aspect of the date and reinforce the urgency live.

6. Collaborate with complementary brands 🤝

Activate the power of collaborations. Both brands can benefit and even create a pack of their products just for the live session.

Do you sell home products? Team up with a fragrance brand. Do you sell desserts? Partner with a local coffee shop.

This will give you:

• Variety in content

• Combined audience 

• Shared costs

• Higher likelihood of cross-buying

7. Broadcast consistently 📅

The big mistake made by those starting to sell through TikTok live (and not growing) is stopping at just one broadcast. 

It's normal for your first live not to be a sales success, but the key is consistency. Don't just do one live and disappear, make it a habit. 

You can create a series of lives like “Beauty Wednesdays” or “Exclusive Offers Sundays” so your followers get familiar with this content and you increase your audience.

How to connect with your audience when selling live on TikTok

The difference between a live that entertains and one that sells is in the real connection with your audience.

When people feel you’re speaking directly to them, they trust you more. And when they trust, they buy.

Here I share 6 key recommendations to achieve this:

1. Talk as if you were on a video call with a friend 

2. Use the names of your viewers when responding 

3. Start right away, even if you have only one person connected 

4. Show vulnerability by using personal stories 

5. Listen and adapt your content according to what your audience asks for in real-time 

6. Close with gratitude and a clear invitation for taking the next step.

From spectators to buyers: How to close sales from your TikTok lives?

Let's get to the most important part: closing the sale.

Businesses registered in TikTok Shop have the possibility to incorporate their catalog during the live and make their viewers pay within the same platform.

However, to date, the only Latin American country that has TikTok Shop available is Mexico (it is expected that TikTok will launch it gradually in more countries). 

This is where WhatsApp as a strategic channel comes in ☝️

Today, digital businesses close 3x more sales through WhatsApp than via a store or website, and this can benefit your TikTok lives!

The general dynamic in these sales lives on TikTok goes like this:

⚡ You get an audience for your live sessions

⚡ You generate interest in your products during the direct session

⚡ You send potential clients to WhatsApp to place their orders

⚡ You close the sale through this channel (and build loyalty for future purchases)

That said, for the magic to happen, you (or your team) must be ready and respond quickly.

If you want to save time and money in this last stage, there are solutions that automate sales through WhatsApp like Yavendió!, your virtual AI-powered salesperson.

More than 100 e-commerce brands already use our AI agent that responds instantly, clarifies doubts, sends your product catalog, and can close sales without human intervention.

👉 While you're on TikTok connecting with your audience, your AI is selling on WhatsApp 24/7, it's that easy!

See the real case with one of our customers who generates approximately $500 per hour from TikTok Live:

DOWNLOAD NOW “Live Shopping on TikTok: The Definitive Guide to Live Selling (Without Being an Influencer)” 

Do you want to launch your first TikTok Live and start selling in real-time?

We have created this guide with the most relevant points from this article + resources to help you generate sales with TikTok Live:

📘 Download it for free HERE and you’ll find:

• The proven step-by-step to do a live sales session on TikTok

• Effective strategies to turn viewers into buyers, even if it's your first live session.

• The metrics that truly matter to know if your live was actually successful (spoiler: they're not the likes).

• The framework to assess and choose your most sellable products.

• The practical checklist with everything you cannot miss on the day of the live session.

• 15-day roadmap to launch your first live sales session

Your audience is already on TikTok, you just need them to see you sell! 🚀