Huddled Group plc has formed a joint venture with TikTok agency Cipher Limited to operate live-commerce channels on TikTok Live and TikTok Auctions, leveraging Huddled’s e-commerce infrastructure and Cipher’s platform expertise.
Under the agreement, Cipher will provide presenters and studios while Huddled supplies inventory and fulfillment. Profits will be split equally between the partners. The initial beta launch of the Peeko-Beauty stream is scheduled for later this week, with plans to expand to several hours of daily broadcasts once the trial period concludes.
Following the beauty category, the partnership intends to scale into additional verticals, including technology and confectionery, within subsequent weeks. The venture utilizes Huddled’s proprietary software, which integrates third-party live-selling partners with its automated stock and fulfillment systems. The infrastructure is designed to support next-day delivery for orders placed by 10:00 PM, aiming to reduce operational overhead.
This marks Huddled’s second auction platform partnership in two weeks, following a prior collaboration with AEWW on the Whatnot platform. Huddled, which describes itself as a circular economy e-commerce group, will not bear the costs of presenters, studios, or production under the arrangement, according to Executive Chairman Martin Higginson.
Cipher’s Joint Managing Directors Jesper Anker and Hadleigh Banfield highlighted the revenue-building potential of hosting auction livestreams with full-time presenters and producers, positioning the partnership to capitalize on TikTok’s growing live-commerce ecosystem.
