SINGAPORE – Live selling became commonplace on social media platforms during the Covid-19 pandemic, when businesses needed to drive sales as foot traffic to stores took a hit. But years after pandemic restrictions were lifted, why are bricks-and-mortar stores still at it, with even F&B businesses getting on board live selling on TikTok?

F&B owners who have jumped on the live-selling bandwagon in the last two years say sales from such sessions can make up 17 per cent to 40 per cent of their total revenue – a significant chunk, especially in a challenging economic climate.

Live selling has tended to favour products that are easy to show and demonstrate on a live stream, such as beauty products, clothes and household items, among others. Now, live viewers can ask questions, enjoy limited-time deals and place orders for Korean braised chicken sets, croissants stuffed with beef rendang and cream puffs.

TikTok Shop launched in Singapore in 2022. While the platform did not provide absolute merchant numbers, it says the number of active local sellers grew 1.3 times between June 2025 and June 2026. The number of active local F&B sellers doubled over the same period.

Leon Koh, fashion lead and seller management lead at TikTok Shop Singapore, says the platform has observed growing interest from the F&B sector in using TikTok Shop live selling.

He notes that it can extend the in-store experience online, allowing merchants to showcase products, interact with customers and drive sales beyond their immediate neighbourhoods.

“For F&B businesses, live selling is particularly effective because food is highly visual and experiential. Merchants can showcase freshness, preparation processes and limited-time promotions in ways that static listings may not fully capture,” says Koh, 36.

Branding and conversion

Live selling not only raises brand profiles, but also gives businesses the chance to convert viewers into customers.

For Jo Ju Bang, which has two outlets in Tanjong Pagar and B...