How to Go Live on TikTok to Sell Products

TikTok LIVE is more than just a stream, for creators and brands, it's a powerful e-commerce platform capable of driving massive sales in real time. But successfully selling products requires more than just hitting the Go LIVE button. This guide offers a complete walkthrough for turning your live streams into a reliable revenue source, covering everything from pre-broadcast planning to on-air sales tactics and post-stream follow-up.

Before You Go Live: The Essential Checklist

Before planning your first broadcast, ensure your account is ready. There are a few boxes to check to unlock TikTok's LIVE selling features.

1. Meet the Eligibility Requirements

TikTok has specific criteria you must meet to go live and use their e-commerce features. While these can sometimes change, the general requirements are:

• Age: You must be at least 18 years old to go LIVE with shopping features.
• Followers: You typically need at least 1,000 followers to unlock the basic LIVE streaming capability. The requirements for TikTok Shop integration can vary by region.
• Activity: Your account needs to be in good standing with TikTok's Community Guidelines. Accounts with recent violations may face restrictions.

If you haven't yet met the follower count, focus on creating consistent, engaging video content to build your community. Don't take shortcuts, an engaged audience of 1,000 is far more valuable than a passive audience of 10,000.

2. Set Up Your TikTok Shop

To sell products directly during a LIVE, you need to have them set up in TikTok Shop. This is the e-commerce engine that integrates directly into your streams, allowing viewers to browse and purchase without ever leaving the app. You can do this in a few ways:

• As a Seller: If you sell your own products, you'll need to register for TikTok Shop through their Seller Center. This involves providing business information and uploading your product catalog.
• As a Creator (Affiliate): If you want to sell products from other brands, you can join the affiliate program. You can then add products from brands to your showcase and earn a commission on sales you generate from your LIVEs and videos.

Make sure your products have clean images, accurate descriptions, and correct pricing. This backend preparation makes the front-end experience for your customers seamless and professional.

Step 1: Plan Your LIVE Shopping Event Like a Pro

The most successful LIVEs aren't spontaneous - they're well-planned events. Treat your LIVE stream like a product launch or a broadcast you would see on a shopping network. A little planning goes a long way.

Pick a Theme and Your Star Products

Don't try to sell your entire catalog in one hour. You'll overwhelm yourself and your audience. Instead, choose a clear theme for your LIVE. Ideas include:

• New Arrivals: Showcasing a brand new collection.
• A "Get Ready With Me" Theme: A makeup artist could use products to create a go-to look.
• Limited Stock Sale: Selling items you're discontinuing to create urgency.
• "Behind the Scenes": An artist could demonstrate their process while selling prints.
• Holiday Specials: Focusing on products that make great gifts for an upcoming holiday.

Once you have a theme, select 5-10 "star products" to feature. This keeps your broadcast focused and allows you to spend enough time on each item to show its value.

Draft a Rough Outline (Don't Wing It!)

You don't need a word-for-word screenplay, but you do need an outline. This will prevent awkward pauses and ensure you hit all your key points. Your outline should include:

• An Opener: How will you welcome people, and what is the goal of the LIVE?
• Product Order: Which item will you show first, second, third? A great strategy is to start with a bestseller to hook people in.
• Key Talking Points: For each product, list 3-4 features or benefits you want to highlight. Example: For a t-shirt, mention the super-soft material, the modern fit, and that it's ethically sourced.
• Engagement Prompts: Plan questions to ask your audience, like "What color should I try on next?" or "Let me know in the comments where you would wear this dress!"
• The Closer: How will you wrap up? A final thank you, a last reminder of a special deal, and a mention of when you'll go LIVE next.

Schedule and Promote Your Event

Don't just go live and hope people show up. Promote your event for at least 3-5 days in advance across all your social media channels. Here's how:

• Use the TikTok LIVE Event Feature: Schedule your LIVE on TikTok. This allows followers to register and get a notification when you're about to start.
• Create Promotional Videos: Make a few short videos leading up to the event. Show sneak peeks of the products, talk about the "LIVE-only" special discount, or create a countdown video.
• Cross-Promote on Other Platforms: Announce your TikTok LIVE on your Instagram Stories, in your email newsletter, or on your Facebook page. Let your entire audience know where the action is happening.

Prepare Your Space and Equipment

Your environment matters. You don't need a professional Hollywood studio, but a little effort makes a big difference.

• Lighting Is Everything: Good lighting makes your products look more appealing and makes you look more professional. A simple ring light is an affordable game-changer. Position it in front of you, slightly above eye level.
• Sound Check: Make sure viewers can hear you clearly. Test your phone's built-in microphone. If there's an echo or background noise, consider an external lapel mic. They are inexpensive and drastically improve audio quality.
• Tidy Backdrop: Your background should be clean and distraction-free. It can be a simple plain wall, a branded background, or your organized workspace. It should reflect your brand, not the unfolded laundry in the corner.
• Prop It Up: Don't hold your phone by hand. A shaky cam is disorienting. A tripod will keep your shot stable, freeing up both of your hands to showcase products.

Step 2: The Technical Walkthrough to Go LIVE with Products

With your planning complete, it's time to get familiar with the technical side. Getting set up is fairly straightforward.

1. Tap the "Create" Button

From your For You page, tap the "+" button at the bottom of the screen, just like you would to create a regular video.

2. Select "LIVE" Mode

At the bottom of the screen, swipe left past your camera options ("15s," "60s," etc.) until you reach the "LIVE" option.

3. Set Up Your Stream

Before you hit "Go LIVE," you'll see a preview screen with several options:

• Add a Title: Write a catchy headline that tells people exactly what your stream is about (e.g., "New Sweater Collection & 20% Off!").
• Add a Topic: Choose a category like "Shopping" or "Fashion" to help TikTok show your stream to the right audience.
• Click on "Products": This is the important part! Tap the shopping bag icon. This will open your TikTok Shop where you can select the products you plan to feature during the stream. You can add them before going live and then pin, highlight, and remove them during the broadcast. Choose the products from your plan and arrange them in the order you'll present them.

4. Assign a Moderator (Highly Recommended)

You can assign a moderator by tapping the "Settings" icon. A moderator can help manage the chat by filtering spam comments, answering simple questions, and pinning important messages. This frees you up to focus on presenting and engaging with positive comments. It's incredibly difficult to sell products, read comments, and block trolls all at the same time.

Step 3: Best Practices for Selling and Engaging On Air

Once you're live, the real show begins. Your energy and engagement are what will ultimately drive sales.

Hook Viewers Immediately

You have a few seconds to capture someone's attention as they scroll. Welcome people as they join and immediately state the purpose of your LIVE. For example: "Hey everyone, welcome in! We're launching our new handmade candle collection tonight, and everyone in the LIVE gets a free sample with their order. We're going to start with the bestseller."

Show, Don't Just Tell

Don't just hold an item up to the camera. Interact with it. Demonstrate its value.

• Clothing: Try it on. Show how it fits, moves, and feels. Describe the fabric and styling options. Show close-ups of the details.
• Skincare/Makeup: Apply the product. Show the texture, the finish, and the results in real-time.
• Jewelry: Wear it. Show how the light catches it and explain what materials it's made from.
• Homeware: Show it in a real setting. If you're selling a mug, fill it with coffee. If you're selling a blanket, drape it over a chair.

Interact with Your Community

TikTok LIVE isn't a one-way TV broadcast, it's a two-way conversation. Engagement builds trust.

• Acknowledge Comments: Read comments out loud and thank people for them.
• Shout-Outs: Mention viewers by their usernames. "Jessica, great question! Yes, this does come in blue."
• Ask for Opinions: "Hey guys, which earrings go better with this necklace? The gold or the silver? Let me know!" This makes your audience feel like part of the show.

Create Scarcity and Urgency

Give people a reason to buy now, not later. Some proven tactics include:

• LIVE-Only Discounts: Offer a special discount code that is only valid for the duration of the broadcast.
• Flash Sales: Announce a steep discount on a single product that's only good for the next 10 minutes.
• Limited Stock Callouts: "We only made 20 of these jackets, and half are already gone! Don't miss out."

When someone makes a purchase, TikTok often shows a notification in the chat. Acknowledge it! A simple "Thank you so much for your order, Maria!" goes a long way and provides social proof for other viewers.

Step 4: After the Broadcast Ends

Your work isn't over when you stop the stream. The post-LIVE period is vital for building long-term customer loyalty.

Fulfill Orders Promptly and Professionally

Ship your orders as quickly as possible. Beautiful packaging and a small thank-you note can turn a first-time buyer into a repeat customer. A positive experience here is essential for getting people to tune into your next LIVE.

Review Your LIVE Analytics

TikTok gives you analytics after your stream ends, showing you things like total views, peak viewer count, new followers, and, of course, sales data. Look at when viewer engagement peaked or dropped off. Which products got the most interest? Use this data to make your next LIVE event even better.

Repurpose Your Content

Your LIVE stream is a goldmine of content. Download the replay and chop it into smaller, snackable videos for the rest of the week. Create clips showcasing product demonstrations, funny moments, or answers to frequently asked questions. This keeps the momentum going and can drive post-LIVE sales.

Final Thoughts

Turning your TikTok into a sales channel is entirely within reach with a bit of planning and consistent effort. From preparing your account and outlining your script to engaging directly with your community and following through on orders, you now have the complete blueprint for hosting successful LIVE shopping events.

Of course, one of the most important parts of a successful event is promoting it effectively, but managing announcements across all your social platforms can feel scattered and overly complex with older tools. In running our own brand, we got tired of fighting with clunky schedulers not built for video. So, we built Postbase, a clean and modern social media platform specifically for creators and brands like us. It's perfect for visually planning your content calendar and reliably scheduling promo videos across TikTok, Instagram Reels, and YouTube Shorts, all from one convenient place, so your audience knows exactly when to tune in.