Your Next £1m Revenue Channel Might Not Be a Platform. It Might Be a Person.

Performance marketing built the last era of DTC growth. Livestream commerce is starting to shape the next one.

Globally, livestream sales were projected to exceed $1 trillion by 2026, and the UK is rapidly catching up. Social commerce here is forecast to more than double to almost £16 billion by 2028 , while TikTok Shop adoption continues to surge.

At Profiles Creative, we’re seeing this shift firsthand, and the hiring market is already moving.

This Isn’t Just Influencer Marketing

Many brands are still testing live by asking:

“Can we just get a creator to go live?”

Sometimes that works. But proper livestream commerce talent is different.

The strongest hires we’re seeing combine:

• Sales instinct

• Confidence on camera

• Deep product knowledge

• Real-time objection handling

• A genuinely commercial mindset
  
  

They’re not just building engagement. They’re driving conversion, live.

And when it works, it really works.

Studies show livestream conversion rates can be up to 10x higher than traditional ecommerce formats .

Why DTC Brands Are Paying Attention

Live commerce collapses the funnel:

Discovery → consideration → purchase → feedback — all in one moment.

Brands report:

• Higher conversion rates

• Stronger AOV

• Immediate product feedback

• A true revenue-driving channel (not just content)
  
  

Early adoption is especially strong across:

• Beauty

• Personal care

• Fashion-adjacent DTC
  
  

These categories already understand personality-led selling, and they’re moving fast.

The Hiring Market Is Already Evolving

The job titles landing on our desks tell the story.

We’re seeing briefs for:

• Head of TikTok Shop

• Head of Social Commerce

• Live Commerce Lead

• TikTok Shop Growth Manager

• Dedicated Livestream Hosts
  
  

These roles don’t sit neatly in one team.

They’re part:

• Growth

• Social

• Performance

• Sales
  
  

The brands figuring out ownership, and hiring properly, will be ahead.

The Talent Gap Is Real

In the UK especially, this is still early.

Many businesses are:

• Asking social teams to “just go live”

• Running TikTok Shop without clear ownership

• Treating live as an experiment rather than infrastructure
  
  

But as the channel scales, that won’t be sustainable.

This is hybrid, commercially accountable talent, and it’s not easy to find.

What We’re Seeing at Profiles Creative

We work with DTC brands including TRIP, Heights, Reformed and WUFFES on specialist creative and performance hires.

Over the last 12 months, the conversation has clearly shifted:

• Growth teams asking about live revenue

• Social teams evolving into social commerce

• Founders rediscovering personality-led selling
  
  

The briefs are different now.

The Specialists Brands Actually Need

The strongest talent emerging in this space isn’t purely influencer or purely performance.

They’re nuanced specialists who:

• Build communities and generate ROI

• Understand creators and commercial metrics

• Blend social fluency with sales psychology

• Often come from influencer or social backgrounds, but have evolved into a highly niche capability
  
  

In many ways, these are net-new roles borrowing elements from existing functions, but requiring a very specific skill mix.

It’s exactly the kind of emerging talent market we’ve been investing time in mapping.

This Is Early-Stage Infrastructure, Not Hype

Across Europe:

• 37% of shoppers are using live shopping more frequently

• 43% of sellers report increased sales from live formats

• More than 75,000 brands have already experimented with livestream commerce
  
  

This is how new channels typically emerge. Performance marketing looked similar 8–10 years ago. The brands that invested in the right people early built a serious advantage later.

Thinking About Live Commerce This Year?

If livestream commerce is on your roadmap for 2026, the key question isn’t just:

“Should we test live?”

It’s:

“Do we have the right person to make it commercially work?”

Because increasingly, your next £1m revenue channel might not be a platform. It might be a person.

Profiles Creative is actively pipelining specialist live commerce and social commerce talent across the UK and Europe.

If you’re exploring how this function should sit in your team, we’re happy to share what we’re seeing in the market.