Lights, camera, checkout! Here are celebrities who are also live sellers
Ever since online shopping boomed, many have been turning to live selling on various social media platforms to make a living or earn some extra cash. This digital hustle isn't just for entrepreneurs and small businesses; even celebrities are getting in on the action.
Despite their busy showbiz careers, stars like Ivana Alawi and Dianne Medina have found that live selling offers a unique way to engage with their fans and expand their business ventures.
Outside the Philippines, other celebrities who have tried their hand at online live selling include Nicki Minaj and Jeffree Star, who used TikTok for live shopping events, specifically for their brands Pink Friday Nails and Jeffree Star Cosmetics, respectively.
Below are some famous faces who have unleashed their inner entrepreneur on TikTok:
Ivana Alawi
One of the biggest social media influencers in the Philippines, Ivana Alawi, is leveraging her massive reach through TikTok live sessions where she sells personal care products and supplements.
She has been live selling for about two years, a venture she started after being inspired by another user who was successfully selling products to thousands of viewers in real time.
In one instance, Alawi recalled earning P10 million in just a few hours of live selling.
"Nag-live ako from 6 p.m., natapos ako 12 a.m., tapos 'yun 'yung kumita ng eight digits. Gusto ko hanggang kinabukasan, pero pagod na pagod na ako, pero 'yung viewers na nagche-checkout, nandun talaga. Hindi sila tumitigil," she told the media during the 2024 TikTok Summit.
Dianne Medina
Dianne Medina is a successful entrepreneur thanks to online live selling. This started when Medina decided to collaborate with fellow moms to sell their products through her page.
"Nag-start kasi 'yung journey ko nung pandemic, 2020. Napaisip ako 'yung iba nagbi-business, ano ba 'yung pwede kong gawin. So 'yung mga moms na lumalapit sa akin, 'Ms. Dianne single mom ako, wala kaming pangkain ngayong pandemic.' Inisa-isa ko silang lahat, mineeting ko, and then kinuha ko bawat product nila, binenta ko doon sa page ko po," she said in an interview with Karen Davila on her YouTube vlog.
Medina acts as a reseller for these moms, showcasing their products on her page and earning through commissions.
She previously celebrated earning more than P2 million after live selling for three hours.
Iwa Moto
After stepping away from showbiz, Iwa Moto reinvented herself selling makeup essentials, health supplements, and other products online.
"When I decided to stop being an actress before to become a full-time mom and then I am just very lucky to stumble upon TikTok. I think a huge transition also with me and my family—because I've stopped working for like 10 years already—and the transition from being a full-time mom to being a creator is a bit hard, pero kaya eh," she said in a promotional video by TikTok.
"Ang kagandahan with TikTok Shop, with this platform, it's in my own time, it's in my own face. And no one's pressuring me," she added.
Moto previously earned P1.75 million from selling Infinix products in a single session.
Matet De Leon
Matet De Leon began live selling when she was introduced to it in 2023 by her friend Sherilyn Reyes.
"Sabi niya, sabi niya, baka naman gusto mo live selling tayo for paragis, so medyo challenging kasi medyo strict si TikTok sa health. Medyo maingat ka dapat sa bawat nasasabihin mo. Pero, nag-work. After that, nagpabango na yata ako... doon nagtuloy-tuloy," the actress said in an interview with Chinkee Tan on his YouTube.
"Doon kami sa TikTok nakahanap ng magandang pagkakakitaan. Ang kita sa TikTok, maganda po ang sweldo," she added.
Kiray Celis
Kiray Celis has also found major success in live selling, reportedly earning millions. This came after she launched her own brand of beauty and wellness food supplements.
During a conversation with entertainment reporter MJ Marfori, the actress and comedian shared that she conducts her online selling sessions with help from her staff. However, things aren't all rainbows and butterflies, as she also noted how she frequently receives comments from viewers who think less of her for being a live seller.
"Ang daming nagko-comment sa akin, 'Live seller ka na, hindi ka na artista? Siguro wala kang work.' Ang daming ganun. Ang daming parang, 'Ay hindi na siya artista kasi wala na siyang work. Ay nagtitinda na lang siya,'" Celis said.
"Pero hindi niyo po alam 'yung nabibigay po ng live selling sa akin. Marami po akong natutulungang tao. Mas marami akong natutulungang tao," she highlighted.
She went on to reveal that she has earned P8 million in just six months from online selling.
Marina Benipayo
Former beauty queen and actress Marina Benipayo also hopped on the live selling craze, focusing on bags and other essentials such as wallets, umbrellas, and more.
In a past TikTok video, Benipayo said that she started online selling during the height of the COVID-19 pandemic.
"Natuto ako mag-live kasi nananahi ako ng mga tote bag. Ang ginagawa ko, nagla-live ako nung paggawa ko ng tote bag. Tapos may mga nakakausap ako," she said. "Mahilig din ako kasi talaga sa mga bag na affordable. Pero 'yung matitibay tsaka classic, yung pang matagalan na gamit."
She also advised aspiring live sellers who may be feeling nervous about doing it.
"Kapag pinangunahan mo ang nerbyos, mas hindi klaro ang utak mo para magawa mo yung gusto mo. Tapos kapag lagi niyong ginagawa, parang repetition lang yan. So, kapag nagla-live-sell kayo at gumagawa ng video, syempre, sa una, parang hilaw, 'di ba? Pero pag alam na alam mo na yung product, madali na po mag-post ng video or mag-live-sell kasi tuloy-tuloy na 'yun," Benipayo said.
