The demo test
Ask one question. Can a stranger see the product work with the sound off. Cleaning paste lifting a stain, a curl forming, a knife going through crackling, a candle throwing light. If the answer is no, it will struggle on LIVE.
Supplements, insurance, software and services fail this test. So do most fashion items without a body in them. If your product needs explaining, sell the outcome on camera and use the LIVE to build the audience while conversion happens elsewhere.
Price bands that work
Most UK TikTok Shop LIVE volume sits at the low end of the catalogue, broadly under £30. Above £50, conversion drops because the viewer leaves to research. You can sell higher priced items on LIVE, but expect to lead with a lower priced entry product and build the basket.
Check margin against the platform fee, affiliate commission, free delivery thresholds and returns before you set a LIVE price. Plenty of sellers hit big LIVE revenue numbers at a loss and only find out at the end of the month.
Bundles, bestsellers and what to pin
Pin one hero product for most of the show. Rotating twenty items teaches viewers nothing and splits your sales data. Build a LIVE exclusive bundle around the hero so the offer cannot be price checked against your website in ten seconds.
Keep two or three low priced impulse items in the showcase for viewers who will not commit to the hero. A £6 add on captures the browser and turns them into a customer you can retarget later.