TikTok Live selling has transformed the way users showcase and sell their products by allowing them to interact with potential buyers in real-time and complete transactions instantly during live sessions. Over the past few years, TikTok has evolved from a platform known for short, entertaining videos—especially popular among Kenyans during the COVID-19 lockdowns—into a global powerhouse for entrepreneurship and commerce.

In Kenya, TikTok Live selling has revolutionized how individuals and small businesses connect with customers, offering a far-reaching and engaging alternative to traditional social media platforms. This new wave of digital commerce has been a lifeline for many, particularly in the aftermath of the pandemic, which severely disrupted traditional retail models.

The rise of TikTok Live selling can be traced back to the COVID-19 era when many businesses were forced to close their physical stores and turn to online platforms for survival. While platforms like Instagram, YouTube, Twitter, and Facebook were already popular for selling products, TikTok’s Live streaming feature introduced a unique, more interactive way to engage with customers, setting it apart from its competitors.

TikTok Live selling offers a dynamic and interactive form of commerce that has exploded in popularity in Kenya, a country known for its vibrant entrepreneurial spirit and demand for innovative business solutions. The platform’s accessibility is a key factor in its appeal—anyone with a smartphone and a TikTok account can become a seller, without the need for an elaborate setup, significant capital investment, or linking to off-platform payment solutions. As long as a user has built a following, they can start selling their products live.

This approach has democratized commerce, enabling individuals from all walks of life to participate in the digital economy and empowering Kenyans to reach customers beyond their borders.