In this session of Thanks for Holding, we hosted a live conversation with Jason Termechi, who shared practical, on-the-ground insights from working directly with creators and brands selling through TikTok Live.
The session centered on trust, creator behavior, and live selling fundamentals that consistently turn viewers into buyers.
Jason explained that TikTok Live Shopping works because it closely mirrors real-world buying behavior. Viewers don’t arrive with the intent to purchase, they convert when the live feels natural, informative, and unscripted.

Live shopping performs best when hosts:

• Build rapport before pushing offers
• Introduce products through real use
• Treat the session like a conversation, not a commercial

Creator-led selling over brand-led selling

A key point Jason emphasized was that creator-led Lives outperform brand-led presentations. Viewers respond to people who actually use the product and can speak honestly about it.
Jason shared that the strongest Live sellers:

• Know the product inside and out
• Avoid rigid scripts
• Aren’t afraid to answer difficult questions live

That credibility directly translates into higher conversion rates.Understanding live audience behavior
Jason highlighted that Live audiences are constantly rotating. People drop in at different times, which means sellers must repeat key information without sounding repetitive.

Effective Lives consistently reset:

• What the product is
• Who it’s for
• The main benefits
• How to purchase

These resets help new viewers catch up while keeping existing viewers engaged.

Engagement as the conversion engine

According to Jason, live Q&A is one of the most powerful tools for driving sales. Questions aren’t interruptions, they’re opportunities.

High-performing hosts:

• Pause to answer questions in real time
• Use objections to explain value
• Demonstrate features based on viewer concerns

Each interaction builds confidence and removes friction from the buying decision.

Demonstration over explanation

Jason stressed that showing the product in action converts better than explaining it. Live demonstrations help viewers immediately understand fit, function, and value.

When viewers can see how a product works in real time, hesitation drops and purchase intent increases.

Offers, pricing, and urgency

While promotions can help, Jason shared that discounts alone don’t drive success.
What matters more:

• Clear value communication
• A simple buying process
• Urgency that feels natural, not forced

Viewers buy when they understand why the product is worth it, not just because it’s discounted.

Common mistakes that hurt live conversions

Jason called out several patterns that limit performance:

• Treating Live like a scripted pitch
• Talking too much without demonstrating
• Ignoring comments to stay “on plan”
• Relying too heavily on discounts

TikTok Live rewards adaptability and authenticity.

What separates high-performing Lives

Jason noted that Lives that convert consistently share a few traits:

• Strong product knowledge
• Calm, confident pacing
• Clear repetition without pressure
• Active engagement with viewers

Presence matters more than polish.

Final Takeaways

TikTok Live Shopping isn’t about perfection, it’s about connection.

As Jason shared, the creators and brands that win on Live:

• Prioritize trust over tactics
• Focus on clarity over complexity
• Treat Live as an ongoing conversation

When executed well, TikTok Live Shopping becomes a powerful real-time revenue channel.

A big thank you to Jason for sharing his experience and insights, and to everyone who joined the live session.

Spotify link.