Intro

For a long time, live shopping was seen as a channel decision.

Facebook Live.
Instagram Live.
TikTok Live.
Website live.

Brands asked themselves: Where should we go live?

That question is now outdated.

Last week, Made By Mitchell, the biggest TikTok Shop brand in the UK, delivered a powerful signal to the market by hosting its Mega Live not only on TikTok Shop — but also directly on its Shopify store, powered by LiveMeUp.

This is not a technical anecdote.
It’s a strategic shift.

From “platform-first” to “brand-first” live shopping

Live shopping originally grew inside platforms.

Platforms controlled:

• Distribution

• Traffic

• Formats

• Data

Brands followed.

But scale brings a paradox:

• The more brands rely on platforms, the less they own

• The more successful live becomes, the more strategic control matters

Leading brands are now flipping the model.

They are no longer doing live shopping on a platform.
They are deploying live shopping everywhere their brand lives.

Why TikTok Shop and Shopify are complementary — not competitors

TikTok Shop is exceptional at:

• Discovery

• Velocity

• Cultural relevance

• Impulse commerce

Shopify is essential for:

• Ownership of customer relationships

• CRM, email, loyalty

• Long-term brand equity

• Margin control and repeat purchases

Running live shopping on both is not redundancy.
It’s amplification.

TikTok fuels the moment.
Shopify captures the value.

The real paradox of modern live shopping

Here’s the paradox reshaping go-to-market strategies:

Live shopping is becoming more powerful —
while being less tied to any single platform.

The format stays.
The brand stays.
The community stays.

Only the distribution adapts.

This is why live shopping is no longer a tactic.
It’s becoming a core layer of commerce, alongside:

• Paid media

• Email

• Retail

• Social

LiveMeUp’s role in this shift

At LiveMeUp, we believe live shopping should:

• Belong to brands, not platforms

• Live natively inside Shopify

• Coexist with TikTok Shop, not compete with it

• Serve a global, omnichannel strategy

What Made By Mitchell demonstrated last week is exactly that future:
A brand confident enough to run live everywhere, without fragmenting its identity.

This is not a trend.
It’s a structural change.