E217: Sarah Lee & Kiri Leach - TikTok Shop Strategy: How The INKEY List Built a Live Shopping Engine

TikTok Shop strategy. Live shopping chaos. Creator-led growth.

In this episode, Sarah Lee (Head of Social & Influencer Marketing) and Kiri Leach (DTC & E-Commerce Ops) from The INKEY List reveal how they turned TikTok Shop from a curious experiment into a revenue powerhouse—now driving 21% of their shop revenue through live streams alone.

From accidentally selling 1,000 sunscreens for £1 each to navigating a store cap disaster during a Winter Wonderland live, Sarah and Kiri share the real, messy, brilliant truth about building a live shopping strategy that actually works. They break down how they structure lives with minute-by-minute scripting, pivot in real-time based on audience data, and use bundles strategically to drive both acquisition and LTV.

But it's not just about the lives. They explain how affiliates have become a core acquisition channel, how they balance profitability with brand awareness across TikTok Shop and DTC, and why their skincare quiz remains one of their most valuable tools for converting new customers into loyal buyers.

If you're thinking about TikTok Shop, already running it, or wondering how to make creator-led commerce work for your brand, this episode is a hands-on manual packed with tactical advice, real numbers, and honest lessons learned.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 — Introduction: TikTok Shop strategy and live shopping success

00:49 — Meet Sarah Lee & Kiri Leach from The INKEY List

02:01 — How The INKEY List differentiated in a crowded skincare market

03:23 — The power of their skincare quiz for driving LTV

06:12 — First TikTok Shop live: the £1 SPF disaster and lessons learned

08:18 — Winter Wonderland chaos: 50-order cap and real-time problem solving

11:50 — How they structure lives now: scripting, bundles, and pivoting on audience data

15:03 — Balancing social, e-commerce, and TikTok Shop across teams

19:28 — Bundle strategy: profitability, stock forecasting, and limited-time deals

23:52 — The affiliate engine: how creators drive 21% of shop revenue

27:07 — Events, outreach, and building relationships with TikTok affiliates

32:02 — What to sell on lives to stay profitable and drive retention

34:40 — Bridging TikTok Shop customers to DTC and loyalty programs

36:14 — Top advice for scaling TikTok Shop: consistency and operational setup

38:08 — Book recommendations: Bad Blood and A Lady's Tour Around Mont Rosa

39:56 — Where to find Sarah, Kiri, and The INKEY List