Luxe Collective

Luxury resale works on live commerce

The London-based luxury reseller proved that high-ticket items like Hermès and Bottega Veneta can sell through TikTok—with one customer spending €80,000 during livestreams.

€80K Single customer spend

70% Repeat purchase rate

26% Revenue from TikTok

The Story

Luxe Collective sells pre-owned luxury fashion from brands like Hermès, Bottega Veneta, and Chanel. When they launched on TikTok Shop, skeptics wondered: would luxury buyers really purchase high-ticket items through a livestream?

The answer was resounding. Since April 2024, Luxe Collective has been livestreaming at least twice daily. Their approach makes shopping an event—viewers can haggle over prices, ask real-time questions, and get behind-the-scenes looks at luxury finds.

The results exceeded expectations. After just three months on TikTok Shop, it accounted for 26% of total revenue. Around 70% of live broadcast buyers become repeat customers. One customer alone has spent €80,000 during livestreams since May.

The company generated €2 million from TikTok Shop live selling in 2024—more than 20% of overall sales. They expect that to reach €3 million in 2025. As CEO Ben Gallagher puts it: 'TikTok Shop allowed us to convert our community into customers.'

"TikTok Shop Live gives us instant customer service. It instills trust. You can ask questions, get an immediate response, see the condition of our pre-loved products and engage with your customers."
— Ben Gallagher, CEO, Luxe Collective

Key Takeaways

✓ Luxury and high-ticket items CAN sell through live commerce
✓ Real-time Q&A builds trust needed for pre-owned luxury purchases
✓ 70% repeat purchase rate shows live shopping builds lasting relationships
✓ Live commerce works for resale—authentication and condition are shown live

Source: Business of Fashion (2024)

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