TikTok Shop UK Growth Turns App into Major Retail Force
TikTok may be famous for trends and music. However, it now shapes how people shop online. TikTok Shop UK has grown into a powerful retail platform. Launched in 2021, the in-app store hit a major milestone. On Black Friday, users bought 27 items every second. As a result, sales across the long weekend jumped 50% year on year.
Big brands have taken notice. Marks & Spencer, Samsung, QVC, Clarks, and Sainsbury’s now sell directly on the app. In addition, more than 200,000 UK small businesses have joined.
How TikTok Shop UK works
TikTok lets brands sell inside videos and livestreams. Shoppers tap links and check out without leaving the app. Therefore, buying feels quick and seamless. Creators also play a key role. Influencers earn affiliate fees when their content drives sales. TikTok, sellers, and creators then share the revenue.
Sainsbury’s saw early success with Tu Christmas pyjamas. A creator partnership reached 6.6 million views. The product sold out in under a week. M&S also reports strong results. One livestream drew 260,000 viewers. During the session, items sold every 30 seconds.
Why small businesses are joining
Small brands use TikTok Shop UK to reach new audiences. For example, Newcastle-based The Fat Butcher sold fresh turkeys through the app this year. Beauty and jewellery brands perform especially well. L’ERA, a London jewellery business, expects £145,000 in TikTok revenue this year. Many customers first found the brand on the app.
Live shopping drives results. However, experts warn about rising pressure. Constant content and low pricing can strain small teams. Even so, TikTok Shop UK continues to reshape digital retail.
