Guide
Campaigns
Brands
TikTok Shop LIVE Shopping lets a creator sell products directly inside a livestream: viewers tap a pinned product card to see price and details, then buy without leaving the app. An influencer can sell either from their own TikTok Shop account or as an affiliate promoting a brand's products for a commission the brand sets. TikTok Shop is not yet live in Denmark — as of 22 August 2026 it operates in ten European markets, and the Nordics aren't among them.
TikTok Shop LIVE Shopping is native commerce inside a livestream — not a paid ad. A creator (or the brand's own account) goes live, shows products, and viewers buy directly inside the stream without leaving the app. That's a different thing from whitelisting, Spark Ads and Partnership Ads, which is about running a paid ad from the creator's account — LIVE Shopping is organic content with checkout built in, not an ad format.
This article goes deep on the mechanics themselves: how a product actually gets in front of a viewer, who's allowed to sell what, how commission gets set, and — the question that matters most for a Danish brand — where TikTok Shop is actually live today. For the wider live-commerce landscape beyond TikTok — Whatnot, Amazon Live, and what happened to Instagram's native checkout — see live shopping beyond TikTok.
According to TikTok's own Seller Center, a host "pins" a product by tapping Pin next to it on the list of products added to the LIVE. Only one product card can be pinned at a time — pinning a new one automatically unpins the previous one. TikTok recommends re-pinning a different product roughly every 30 seconds, so the audience keeps seeing something new.
When a LIVE has more than two products in play, a separate feature called LIVE Product List Pin shows a single combined card with the first three products, their prices, the total item count, and any LIVE promotion tags — instead of pinning one at a time. Only one card can still appear in the LIVE room at once. Viewers can also always tap a shopping bag icon to browse every product the host has added, see any LIVE coupons, and check the discounts already tagged onto the pinned cards.
| Feature | What it does | When it's used |
|---|---|---|
| Single product pin | One product card is pinned; a new pin replaces the previous one | The default method — re-pin roughly every 30 seconds |
| LIVE Product List Pin | One combined card showing the first three products, price and count | When more than two products are added to the LIVE |
| Shopping bag icon | Full list of every product in the LIVE, plus any LIVE coupons | Viewers who want to browse the whole range, not just what's pinned |
A brand can use LIVE Shopping in two basic ways:
This resembles the broader affiliate model covered in affiliate influencer marketing: how the model works — but TikTok Shop's version is a closed, platform-internal system: tracking, tagging and payout all happen inside TikTok itself, not through an external affiliate network.
TikTok's own Creator Eligibility Policy sets two requirements for affiliate creators: at least 1,000 followers and a minimum age of 18. But clearing that minimum isn't the same as getting full access immediately.
A creator with fewer than 5,000 followers is automatically enrolled in a 30-day Affiliate Creator Pilot Program with three concrete restrictions, straight from TikTok's own policy: access only to products with a Shop Performance Score of 95% or higher; a cap of 3 shoppable videos per day and 3 shoppable LIVEs per week; and no eligibility to join campaigns. To "graduate" from the pilot and get full access, a creator needs to reach 5,000 followers and have been in the program for at least 30 days.
In practice, that means a nano or micro creator (see nano, micro, macro or mega influencers) can already be an affiliate from 1,000 followers up — but can genuinely run only 3 LIVE shopping sessions a week, and only with your best-scored products, until they've crossed 5,000 followers and spent 30 days in the program.
The brand — not TikTok — sets the commission rate per product inside its own Affiliate Center, and TikTok handles the tracking and payout itself once a sale is attributed to the creator's content. TikTok's own affiliate page doesn't publish a standard rate or range; it's the brand's decision, product by product.
Several independent industry sources (not TikTok's own material) report 10–20% as a commonly observed level in practice — that's an industry pattern, not a TikTok policy, and should be treated as a reference point, not a rule.
Per TikTok's own Newsroom, TikTok Shop was live in ten European markets as of 15 June 2026: Austria, Belgium, France, Germany, Ireland, Italy, the Netherlands, Poland, Spain and the UK. Denmark — and the whole Nordic region — isn't on that list, and TikTok hasn't itself published a launch date for the region.
In practice, that creates two different situations for a Danish brand:
| LIVE Shopping | Whitelisting / Spark Ads | Standard shoppable video | |
|---|---|---|---|
| Format | Organic livestream with checkout built in | A paid ad, run from the creator's account | An organic or paid post with product tags |
| Requires budget? | No — just a commission per sale (or a fee to the creator) | Yes — media budget for the ad | No if organic; yes if boosted |
| Real-time interaction? | Yes — viewers can ask questions while the host answers | No — it's a static ad | No |
See the full whitelisting article for how Meta's Partnership Ads and TikTok's Spark Ads mechanics work in detail. The three can easily work together: a strong LIVE recording can be cut down and reused as a shoppable video, and a high-performing affiliate creator can later be whitelisted so you run their best clip as a paid ad.
IF the product needs explaining, demonstrating, or Q&A before purchase (tech gadgets, supplements, skincare) → LIVE Shopping beats a static video, because the viewer can ask a question and get an answer before tapping buy.
IF you only sell into Denmark → shelve the project until TikTok Shop lands in the Nordics, and put the resources into a market where it's already live if you sell cross-border.
IF your creator has fewer than 5,000 followers → plan around the pilot program's cap of 3 LIVEs a week and 95%-scored products only, not full capacity.
IF the goal is mainly reach rather than direct in-stream sales → see TikTok vs Instagram for influencer marketing for the broader platform comparison instead.
The numbers below are hypothetical and only illustrate how a LIVE session can be worked through — this is not a claim about expected results, and it is not a real Make Influence customer case.
A creator with 42,000 followers runs a 90-minute LIVE for a skincare brand and pins six different products throughout. The session draws 4,200 unique viewers in total and a peak of 850 concurrent. The best-selling product costs DKK 279, and the brand set the commission at 15% in its Affiliate Center.
The commission is paid automatically by TikTok once the sale is attributed to the creator's LIVE — the brand doesn't have to calculate or issue the payout itself.
In Make Influence's experience, the most common question from Danish brands isn't "how does this work" — it's "when can we use it" — and the answer depends entirely on whether you already sell into one of the ten markets where TikTok Shop is live. We recommend spending the time now on preparation — choosing which products actually suit real-time demonstration, and identifying which of your existing creator relationships have the volume and comfort level for a live format — rather than waiting passively for a Danish launch date nobody has yet.
No. LIVE Shopping is organic content with checkout built in during a livestream. Whitelisting and Spark Ads are a paid ad, run from the creator's account — see creator whitelisting, Spark Ads and Partnership Ads explained for the full difference.
Not necessarily. You can either sell from your own storefront as an Official Shop Creator, or list products in the Affiliate Program and let a creator sell them via LIVE for a commission you set.
At least 1,000 followers to be an affiliate creator at all. Under 5,000 followers, though, they're in a 30-day pilot program capped at 3 shoppable LIVEs a week and access only to products with a Shop Performance Score of 95% or higher.
Only if you already sell into one of the ten European markets where TikTok Shop is live as of 15 June 2026 (Germany, the Netherlands and the UK among them). If you sell exclusively into the Danish market, the feature isn't available yet, and TikTok hasn't published a date for the Nordics.
The brand, not TikTok. The rate is set per product in the Affiliate Center. TikTok doesn't publish a standard rate — 10–20% shows up as an industry pattern in independent sources, but it isn't a TikTok rule.
Not by default — only one product card is pinned at a time, and a new pin replaces the previous one. When a LIVE has more than two products in play, the host can instead use LIVE Product List Pin to show one combined card with the first three products.
Both let a creator earn commission without a brand briefing them individually, but the mechanics differ: TikTok Shop's commission is set by the brand per product, and the sale happens inside a livestream; Amazon's Influencer Program gives the creator a standing storefront and Amazon itself sets commission per category. See the Amazon Influencer Program explained for the full comparison.
Whatnot, Amazon Live and Instagram all handle live commerce differently — Whatnot is an auction-native marketplace with its own fee structure and a closed list of approved seller countries that doesn't include Denmark, Amazon Live runs on the Amazon Influencer Program's existing category commission, and Instagram's native in-stream checkout was actually discontinued by Meta in March 2023. See live shopping beyond TikTok for the full comparison.
Make Influence
Find creators with real audience data, run collaborations in one place, and see clicks and sales per creator while the campaign is live.
Book a demoCreate accountMake Influence
Apply to campaigns from brands that are actively looking, follow your own clicks and sales, and get paid without chasing invoices.
Create creator profileMore creator guidesMake Influence
Briefs, agreed terms, tracking links and results sit together — so brands and creators see the same numbers.
See how it worksBrowse the Academy
