Huddled Group plc and Cipher Limited have formed a joint venture to operate live-commerce streams on TikTok, leveraging Huddled’s automated fulfillment infrastructure and Cipher’s TikTok agency capabilities.
Under the agreement, Cipher provides presenters and studio resources while Huddled supplies inventory and handles order fulfillment. Profits from the venture will be split equally between the two companies. The initiative utilizes Huddled’s proprietary software, which integrates third-party live-selling partners with its stock and automated fulfillment systems, enabling rapid onboarding of new partners with minimal operational overhead.
The collaboration will debut with the Peeko-Beauty stream, scheduled for a beta launch later this week to validate delivery timelines. Following the trial, operations are expected to expand to several hours of daily streaming. Subsequent phases will introduce additional categories, including "Tech and Treats," according to the companies.
Huddled’s platform supports next-day delivery on orders placed by 10 pm, the partners noted. This marks Huddled’s second auction platform partnership in two weeks, following a recent collaboration with AEWW on the Whatnot platform.
Martin Higginson, Executive Chairman of Huddled Group plc, said the deal allows the company to scale rapidly without incurring the costs of presenters, studios, or production. "Cipher is one of the leading TikTok agencies and understands exactly how to maximise revenue on the platform," he added.
Jesper Anker and Hadleigh Banfield, Joint Managing Directors of Cipher Limited, stated the agreement enables revenue generation through auction livestreams hosted by full-time presenters and producers.
