Huddled Group plc and Cipher Limited have formed a joint venture to operate live commerce channels under the Peeko brand on TikTok Live and TikTok Auctions.
Under the agreement, Cipher will provide hosts and studio facilities while Huddled supplies inventory and fulfillment logistics, including next-day delivery for orders placed by 11:00 PM. Profits will be split equally between the partners. The partnership leverages Huddled’s proprietary software, which integrates third-party live selling partners with its automated inventory and fulfillment systems.
The Peeko-Beauty channel is scheduled to launch in a beta phase later this week to test delivery performance. Following the initial test, operations will expand to multiple hours per day, with plans to extend into Technology and Food categories in subsequent weeks. This marks Huddled’s second platform auction partnership in two weeks, following a recent collaboration with AEWW on the Whatnot platform.
Martin Higginson, Executive Chairman of Huddled Group, stated that such agreements enable rapid growth without assuming the costs or complexity associated with presenters, studios, or production. Jesper Anker and Hadleigh Banfield, Joint Managing Directors of Cipher, noted that the deal allows them to generate revenue through live auction broadcasts conducted by full-time hosts and producers.
