eCommerce Expo 2025 review: how Yass Clean is scaling live commerce through TikTok Shop

“TikTok Shop has changed my life,” Luke Arnel-Cameron, Managing Director at social first firm Yaas Clean, told delegates at eCommerce Expo in London last month, adding that the commercial side of the platform has “supercharged” his cleaning products business.

After spotting the enormous potential of “cleantok” when one of his own cleaning videos went viral on the platform, Arnel-Cameron launched his business on TikTok Shop, selling 75% of the initial stock within just two weeks, becoming one of the venture’s fastest growing brands.

He was approached by TikTok to join its shopping platform when it launched in the UK, but soon after decided to launch his own brand. “I had a lightbulb moment of wanting to be on the other side and be the brand that others are selling,” he explained.

Arnel-Cameron shared that the team at TikTok have made launching the business in this way easy. “They have a whole support network behind the scenes to support you - as a new seller you don’t have to start blind,” he said.

Live sessions, which see creators showcasing their products on a live stream in a similar manner to shopping channels on TV, have been key for Yass Clean, which hosts live shopping events every day from 7-10pm.

“It’s quite a new model for western markets, but they are our biggest asset,” Arnel-Cameron said. With one eight-hour stream, the brand sold £70,000 worth of its initial stock. 

Arnel-Cameron also uses TikTok as its main marketing channel. “It’s very hard to sell scent through a screen,” he explained. “But sampling is how we get seen.” The brand sends free samples of its products to TikTok creators which they then demonstrate on the site.

Yass Clean is now looking to replicate the success it has found in the UK in Europe and eventually the US. TikTok Shop has recently launched in five new countries, with live shopping now available in seven. 

While Arnel-Cameron admitted the unpredictability of TikTok and which items will be most popular has led to challenges in keeping items in stock, he said the brand remains committed to the platform. “The journey is the most exciting part,” he added.

For brands looking for similar success on TikTok Shop, Arnel-Cameron was clear that the benefits of the platform outweigh any potential negatives. “Your customers are already on TikTok and talking about your brand - you need to make sure you are part of that conversation and capture the sales and momentum that is already there.”

2025 RTIH INNOVATION AWARDS

Social shopping will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.