TikTok made the announcement at its first Luxury Resale Summit in New York. According to Modern Retail:

• Live streams lead Lives account for 94% of year-to-date US luxury resale revenue on TikTok Shop

• Fast growth Luxury resale sales rose 400% year on year, led by handbags and watches

• Invitation only Sellers in the category must work with one of five authentication partners: Entrupy, Legitmark, CheckCheck, Legit App or Real Authentication

Tubefilter points out that when TikTok Shop arrived in the West it was linked with cheaper goods from companies such as Shein and Temu. Luxury resale, along with Kim Kardashian's live streams, secondhand bags and fine art, has since helped raise the platform's average purchase price.

Spending thousands with a stranger online takes trust. Rainee Walker, TikTok Shop's Head of Category for US Luxury Resale, said trust needs "a conversation", and that happens on live.

On camera, viewers can see wear and size in real time. Words like "scratched hardware" or "stained lining" are easier to judge when the host shows them. Walker described hosts as subject matter experts, and gave the example of a viewer asking how a crossbody bag sits on someone of a particular height.

Resellers are building around this. Fashionphile runs several lives a day through Fashionphile TV, and Rebag streamed a heart-shaped patent-leather Chanel bag priced at $2,210 on 15 September.

The work here is hosting: knowing the product, describing condition honestly, answering questions as they come in and wearing or holding items so viewers can judge fit and scale. Walker called the community of repeat viewers who know each other TikTok's "secret sauce", so a host who builds a loyal audience is worth more than one-off reach.

Some sellers already bring creators in. Jewellery and bag seller MyGemma invites creators to its New York showroom. Our creator management team helps talent build the skills and audience that this kind of work rewards.

Walker said a live stream can "bring what once was a static product description page to life". For brands selling higher-priced goods, the host is now part of the sale.

• Book for knowledge and presence Choose hosts who can talk about the product with confidence and hold an audience

• Plan for volume Crocs US streamed around the clock for a month, and Stila Cosmetics built its own livestream studio

• Build trust into the brief Show condition, size and detail on camera, not only in the listing

Our creator and talent campaigns page explains how we cast hosts and creators, and our guides to UGC for brands and booking creators for Black Friday cover planning.