TikTok LIVE Shopping
Agency

Seller-hosted or creator-hosted: two ways to go LIVE

Seller-hosted LIVEs run on the brand's own TikTok account. We set up LIVE Manager and LIVE Events in Seller Center, walk the brand through the LIVE selling hub under LIVE & video, build the product list and pin order, and either train a host on the brand's side or supply one. If a founder or team member goes on camera, we train them on session flow, pinning and the Activity & order management Feed.

Creator-hosted LIVEs run on an affiliate's account with the brand's products in the creator's Showcase. Orders placed during the creator's LIVE pay the standard affiliate commission set in the brand's open or target collaboration; any host fee on top is a separate line in the SOW. We configure TikTok's seller-to-creator LIVE promotions: Creator LIVE Deal, Creator LIVE Giveaway and Creator Exclusive Price. Hosts come from the 250+ vetted US creators the team has worked with directly across current and prior engagements, chosen by audience fit, content style and prior conversion, not follower count. Recruitment and briefing follow our creator agency and affiliate agency process.

Before, during and after a session: the LIVE tools we set up

All are documented TikTok Shop features in the account the brand owns. Most sit in Seller Center; LIVE Giveaway is set up in LIVE Manager or the app, and LIVE Highlights is switched on in the TikTok app.

• Before: a run-of-show and product talking points; the session scheduled in LIVE Manager and promoted through LIVE Events; the product list built for LIVE Product List Pin; one LIVE Billboard for the key offer; OBS Virtual Camera input where needed; short videos cut in advance for a Video-to-LIVE campaign.
• During: an operator moderates the comments, answering buyer questions and keeping the chat on the product, works the Activity & order management Feed, re-pins as products sell through, and times the LIVE Flash Sale countdown, LIVE Coupon drops and any LIVE Giveaway or LIVE Auction.
• After: LIVE Diagnosis read in LIVE Manager, LIVE Highlights handled as set out under what happens to the footage after the stream ends, and GMV reported as described below.

Promotions are seller-funded: we propose, the brand approves each one and keeps the final call on price and margin. Promotions outside a LIVE sit with our TikTok Shop management service.

What does a LIVE week look like?

The difference between a LIVE program and a brand that occasionally goes live is that the sessions are booked in advance and built before anyone opens a camera. Around one agreed session, the week runs like this.

• The session is scheduled, not improvised. The date is set in LIVE Manager and announced through LIVE Events before the rest is built, so the stream is on a calendar the brand and the host both work back from.
• The run of show is written against the product list. Every product that will be sold gets a slot, an order and talking points, and the pin order matches that order so the host is never hunting for the item they are talking about.
• Stock is checked before the pin list is locked. Anything the brand cannot cover for the length of the session comes off the list. Stock cover stays the brand's call; we make sure the products we are about to push hard are ones you can actually ship.
• Two people work the session. The host sells on camera. A second person moderates, and the moderator's task list in the "During" section above is a full job on its own. One person doing both is why brand LIVEs go quiet halfway through.
• The session is read back against what sold. LIVE Diagnosis and the per-product GMV get laid over the run of show: which slot converted, which one lost the room, which promotion landed and at what point. That is what reorders the next pin list, rather than a feeling about how it went.

How many sessions sit in a week is agreed in the SOW and depends on host availability and stock, not on a package.

LIVE GMV Max: the paid layer, in your own ad account

LIVE GMV Max is the Shop Ads campaign type TikTok documents for TikTok Shop LIVEs. It is created in TikTok Ads Manager under the Sales objective, or from Seller Center, and TikTok's help page says it "optimizes liveroom traffic to get the highest gross revenue for your LIVE event." It has two documented creative modes, Video-to-LIVE and LIVE-to-LIVE; we pick the mode per session and state it in the plan. LIVE Shopping Ads is the legacy format for the TikTok Shop product source and has not been creatable since July 2025, so we do not sell it.

The brand keeps its own ad account, its pixel history and its spend relationship with TikTok. We work through the Ads Manager access the brand grants and can revoke. Budgets and creative supply are covered on our GMV Max and Spark Ads page.

After each session you get GMV per LIVE and per pinned product, drawn from the GMV Max dashboard and Seller Center Analytics, plus a weekly report in plain English. The underlying platform data stays with the brand.

What happens to the footage after the stream ends

A LIVE is an hour or more of product footage, and most brands leave all of it behind when the stream stops. We switch on LIVE Highlights so the best moments of each session auto-post as short videos, and we cut the rest by hand where the auto-cut misses, the same loop described on our UGC and shoppable video page.

Once those clips are on the profile they behave like any other shoppable short video. They carry anchor links to the product they feature, and the ones that earn it can be put behind paid budget as Spark Ads, which run one specific post exactly as it appeared organically. They are also the obvious source of the pre-cut creative a Video-to-LIVE campaign needs for the next session. The session that sold pays for the ads that fill the next room.

What does the brand provide for a LIVE program?

Short list, and it is worth checking against before the first session is booked.

• Stock in a US warehouse. Orders placed during a LIVE ship from it, and so do host samples. If your inventory is still overseas, landing it with a US 3PL happens before us.
• Samples for the hosts. One unit per host, dispatched early enough that they have used the product before they sell it on camera. Dispatch and per-creator tracking are ours; the units are yours.
• Someone who can approve a promotion. Every LIVE promotion is seller-funded, so each one needs a yes from your side before it goes on the calendar. On most LIVE programs the bottleneck is that yes, not production.
• Brand rules and a do-not-say list. What a host may claim about the product and what they may not. We brief hosts against it and hold them to it on air.
• Account access. TSP authorization on the seller account, plus Ads Manager access if the session runs LIVE GMV Max. Both are grants you make and can withdraw.

Hosts, scheduling, the run of show, moderation, promotion setup, the paid layer and the reporting are ours.

Stock, pricing and what we will not promise

Product for a LIVE comes from the brand's US stock. Aventra does not move stock into the US, ship internationally, operate a warehouse or act as importer of record; those lines sit with the brand and its advisers. Host samples ship from the same US stock and are tracked per creator, as described on our sample seeding page. Seller account requirements are TikTok's and sit in TikTok Shop Seller Center; we work inside an account the brand already owns.

Pricing is a flat project fee, a monthly retainer, or a retainer plus performance. Host and creator fees, samples, the agency fee and media spend are always quoted as four separate lines, so you can see what goes to hosts and what goes to us. There is no published rate card, and the price is identical for brands headquartered outside the US. We do not guarantee viewers, GMV, ROAS or a LIVE cadence; test any agency that does against our buyer's guide. The full catalog is on services.

Track record figures on this page are team-level, earned across current and prior engagements. Page last reviewed: September 2026.

Related reading

The first 90 days of a TikTok Shop program · GMV Max or Spark Ads? A simple way to decide · TikTok Shop creator recruitment: how brands actually do it