By presenting its products live on TikTok, the Quebec company Pop Underwear has practically doubled its turnover. In two daily sessions of approximately two hours, the clothing and underwear retailer now rakes in up to $15,000 in sales per day.
In her Montreal warehouse, the company’s co-founder Vahiné Lefebvre hosts these sessions on weekdays in rotation with her co-founder or employees. Between packing orders and presenting products, the team interacts with its community and offers promotions.
Photo Maude Larin-Kieran/Agence QMI
“It’s like walking into a store, you have a saleswoman who is there and who can answer questions specifically for you,” explains the woman who co-founded Pop Underwear in 2019.
During this time, potential customers comment live, ask questions and can place an order through the company’s official website, just as they would place an order online.
“People interact with us. They can ask us questions about purchases, about their size. We are really able to respond and then place their order while they watch us.”
Vahiné Lefebvre had heard about this popular commercial practice in Asia for several months. She finally made the jump to TikTok in January. Since then, the results have exceeded his expectations.
“We tried it the first time and had no idea if it was going to work. Ultimately, we made $25,000 that day in just two hours,” she says.
Photo Maude Larin-Kieran/Agence QMI
Virtual stores
Like Pop Underwear, many Quebec companies are now transforming their TikTok accounts into virtual stores. Among them, Pixie Woo, known for her durable hair clips, has also adopted this formula with a few live broadcasts per week.
“It’s a great way to connect with your community, we chat, it even gives me ideas sometimes,” explains Joanie Dargis, owner of the business.
Joanie particularly enjoys going live to connect. She does not have a specific schedule and chooses to do live surprises.
“I don’t want to do it every day, but a few times a week I love it,” she explains.
Uncertain bet?
The rapid success of live sales on TikTok can be tempting, but it is important not to rely only on a single application, warns Sylvain Amoros, associate professor in the marketing department at HEC Montréal.
“You shouldn’t put all your eggs in one basket,” he maintains. It’s like being first in Google if 90% of sales come from there. It’s not good either because if Google takes us down, we’ve just lost a lot of sales.”
Owner of the marketing agency FDM and co-owner of the company Micasso & Co, Franceska Dion prefers caution despite promising beginnings.
“The results are there, but if you always give discounts and gifts in your lives, it may be that your products in store no longer sell, it really depends on your business model,” explains the one who now makes direct on occasion.
