From a Local Coffee Shop to an Online Sensation

"Coffee beans may all look the same to the untrained eye, but how do you distinguish the differences between each variety? This is why we need someone who truly understands coffee to share its story and help customers appreciate its nuances."This insight comes from Khun Kom Wutthiwat, owner of Kate & Kim Coffee, as he emphasizes the importance of Live MCs in bridging the gap between brand and customer—ultimately leading to stronger sales conversions.

From Chiang Mai Café to Online Expansion

Founded five years ago, Kate & Kim Coffee Roaster was launched by Kom Wutthiwat Chaichompoo, an entrepreneur with experience across multiple industries, including real estate, restaurants, and coffee businesses. Initially, the coffee shop operated alongside a restaurant to offer customers a more diverse experience. However, when the COVID-19 crisis severely impacted the food and beverage industry, the café saw a significant decline in offline sales.
Recognizing the shifting consumer behavior, Kom decided to expand online to reach a broader audience and sustain the business.

Seizing the Digital Opportunity: Entering Marketplaces

During the economic downturn, Kom saw e-commerce as a strategic pivot and introduced Kate & Kim Coffee Roaster to various online marketplaces. With a fresh brand positioning and a strong emphasis on freshly roasted coffee beans, the company successfully reached new customer segments, boosting sales despite the market uncertainties.

Tapping into TikTok Shop: Turning Engagement into Sales

With a keen eye for trends, Kom identified TikTok’s rising influence early on. Once TikTok Shop launched, he immediately leveraged the platform as a core sales channel. Unlike traditional e-commerce marketplaces, TikTok thrives on content-driven shopping, meaning sellers must focus on engaging storytelling, content creation, and live streaming to attract customers.

Live Streaming: The Game Changer for Kate & Kim Coffee

Kate & Kim Coffee embraced TikTok Shop's key selling tools, including:

• Shop Tab for product listings, ensuring customers can easily browse and purchase.
• E-commerce Short Videos with shopping cart integration, enhancing product storytelling.
• Targeted advertising to boost visibility and engagement.

However, live streaming proved to be the most impactful tool in driving sales and brand awareness. Kom describes live streaming as an interactive space where brands can directly engage with customers.
Why the MC Role is Critical in Coffee SalesA significant part of Kate & Kim Coffee’s live-selling success lies in the role of the Live MC. Kom explains that selling coffee beans online poses a unique challenge—to many, they just look like black beans. Customers might not immediately understand the distinct flavor profiles and origins of different beans.
That’s where a skilled MC comes in. Instead of just showcasing products, the MC helps customers visualize and appreciate the unique attributes of each coffee variety, leading to more informed purchases.

Consistency is Key: Daily Live Streaming Strategy

Kate & Kim Coffee maintains a consistent live streaming schedule across two main TikTok accounts (Official & Marketing), broadcasting for 4-5 hours daily. Despite fluctuations in viewership, Kom remains committed, believing that engagement leads to long-term customer loyalty.
"Live streaming allows us to break into new customer segments. TikTok’s algorithm pushes our stream to interested users, giving us a chance to convert viewers into followers and ultimately, customers." — Kom Wutthiwat

Leveraging TikTok Shop’s Special Programs

To provide additional value to customers, Kate & Kim Coffee participates in exclusive TikTok Shop programs, offering special discounts and deals. One such initiative is Live Special, which boosts stream visibility and provides additional discount vouchers when sellers meet TikTok’s live-streaming criteria.

Scaling Up: Growth Beyond Online Sales

Beyond its e-commerce success, the brand has seen a surge in offline traffic. Customers who discovered Kate & Kim Coffee online now visit their physical store in Chiang Mai, showing the power of an omnichannel approach.
"If we had stayed offline, our reach would have been limited to a 10-20 km radius, serving only 10,000-20,000 potential customers. But by going online, we are selling to a market of 70 million people nationwide. If your product is unique and in demand, your sales will grow exponentially." — Kom Wutthiwat

Lessons for Business Owners on TikTok Shop

The success of Kate & Kim Coffee Roaster highlights the importance of:
✅ Recognizing opportunities in a crisis✅ Adapting to digital platforms✅ Utilizing creative content strategies✅ Leveraging TikTok Shop’s tools & programsFor business owners, SMEs, and TikTok Shop sellers, Kate & Kim Coffee’s journey is a prime example of how embracing live commerce and content-driven selling can unlock new opportunities and drive long-term business success.