TraxNYC has built one of TikTok Shop's most consistent live auction operations, scaling from $30K GMV in their first streams to regularly hitting over $100K per live, all by mastering countdown bidding and $1 auction starts in the fine jewelry and watch category. In this episode, Mickey Julian Bell, COO at TraxNYC, breaks down how his team turned high-value live selling into a repeatable system, and why the live format is uniquely suited for luxury goods that demand trust, visibility, and a personal buying experience.

Mickey explains how TraxNYC's approach goes well beyond simply going live. From leveraging TikTok analytics to refine product selection, to building rapport with returning customers who drive 34% of orders at an average order value of $3,500, the team has developed a methodology that treats live selling as both a revenue engine and a relationship-building tool. With plans for exclusive live-only pieces and founder-led product reveals on the horizon, TraxNYC is betting that what worked in the early days of e-commerce will play out again with TikTok LIVE.


What You'll Learn in This Episode:

  • Why $1 auction starts consistently outperform higher opening bids for luxury items

  • How TikTok analytics on returning customers and per-product bid data help TraxNYC decide exactly which watches and jewelry to feature each live

  • Why fine jewelry and watches require a live-only selling strategy

  • How building genuine relationships with repeat viewers has turned watchers into word-of-mouth advocates

  • The "halo effect" TraxNYC is seeing off-platform

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