Behind the Scenes with a 24-Year-Old Selling Millions on TikTok Shop

A New Era of Social Commerce

Joe Yates, the 24-year-old CEO of Somerce, a rapidly growing TikTok shopping agency, is always on the move. As we meet in a trendy coffee shop that doubles as a studio space for his company, he opens a can of lemon and ginseng-flavored energy drink—his go-to pick. It's a fitting choice for someone who seems to be constantly pushing boundaries.

Somerce, a blend of "social" and "commerce," specializes in live shopping on TikTok, a modern take on the traditional QVC model. Presenters engage with audiences for up to 14 hours, showcasing products in real-time. This innovative approach has already generated £100 million in sales for Yates' 60 clients this year alone.

The live shopping industry is booming, particularly in the US and China, where it's projected to surpass $1 trillion by 2026. In the UK, while still in its early stages, the sector is valued at £7.4 billion and continues to grow. Platforms like TikTok, Whatnot, and even eBay are entering the market, offering brands new avenues to connect with consumers.

However, many retailers lack the infrastructure or expertise to effectively navigate this space. That’s where Somerce steps in, providing comprehensive support—from studio setup and filming to live-stream management and presenter training.

Yates, a serial entrepreneur from Staffordshire, has already sold his first business, a social media management firm called Unknown Marketing, for a seven-figure sum. He founded Somerce just over a year ago, aiming to help companies harness the power of TikTok live shopping, content creation, and advertising. Since then, the company has grown to over 40 employees and now collaborates with major brands.

"We have a live business, influencer marketing, paid media, and content," Yates explains. "We’ve done it before so many times, we know the recipe for success."

The Live Shopping Experience

On the day of our visit, Somerce is running a high-stakes live stream for Glow For It, a beauty brand. The atmosphere is intense, with Daisy Kelly, the founder, and a hired TikTok presenter selling products to hundreds of viewers in real time.

"Only two available, so you're going to need to be quick," Kelly says, holding up Glow’s latest product. "Ten seconds until we drop it. Who's ready? Only two bundles available."

Behind the scenes, a team of six or so Somerce employees manages the stream, ensuring everything runs smoothly. Viewers interact in real time, asking questions and placing orders. Kelly responds to comments as they come in, creating a sense of community and engagement.

"It feels like community," Yates says. "When brands like Made by Mitchell or P. Louise go live, their followers love it, especially if the founders are on."

This sense of connection, Yates believes, is bringing back the feel of the high street. He points to new flagship stores that focus on customer experience, such as Nike’s Regent Street location and Space NK on Oxford Street.

Somerce aims to create a memorable experience tailored to each brand it works with. In another studio, a live-streamer sells health supplements in a more relaxed setting, demonstrating products and guiding viewers through purchases.

Expanding the Reach

Somerce is expanding its operations, planning to open three new studios in London and maintaining three in Manchester. This growth allows the company to run multiple live streams simultaneously, catering to different audiences and brand needs.

Yates himself is no stranger to long hours. He recently worked a 14-hour shift to manage a live stream, emphasizing the fast-paced nature of the business.

"There's always more to do," he says. "Thursday is a massive opportunity."

Reflecting on his journey, Yates admits the pressure to succeed is constant. "Sometimes I think I'd like the easier life, but I don't think I could ever do it." For Yates, the thrill of building something from the ground up is worth every challenge.