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Once known mainly for viral dance trends and reviving old songs, TikTok is now emerging as a powerful e-commerce platform.
Major brands including Marks & Spencer, Samsung, QVC, Clarks and Sainsbury’s are selling products through TikTok Shop, alongside more than 200,000 small and medium-sized businesses across the UK.
Since its launch in the UK in 2021, TikTok Shop has grown rapidly. The platform recorded its strongest-ever UK sales day on Black Friday, with 27 products sold every second. Sales during the Black Friday and Cyber Monday period rose by 50% compared with last year.
TikTok Shop allows brands to sell directly within the app using short videos and live streams that feature clickable product links, as well as through a dedicated shop section on brand profiles. Businesses can promote their own products or partner with influencers through affiliate links. Purchases are completed without leaving the app, with revenue shared between TikTok, the seller and any participating creator.
Sainsbury’s was among the first major supermarkets to join the platform and saw notable success with its Tu Christmas pyjamas. A paid collaboration with influencer Rachel Spicer attracted 6.6 million views, with the product selling out in less than a week.
Marks & Spencer has also reported strong performance from TikTok Shop live streams. One recent broadcast drew 260,000 viewers and generated sales at a rate of roughly one item every 30 seconds.
Many small businesses are turning to TikTok Shop to expand their reach, particularly as AI-driven search changes make visibility more challenging. Newcastle-based online meat retailer The Fat Butcher is using the platform for the first time this year to sell fresh turkeys.
Danielle Dullaghan, social strategy director at global marketing agency Iris, says beauty brands are seeing especially strong sales on the platform. She attributes TikTok Shop’s growth to its ability to tap into impulse purchasing.
London jewellery brand L’ERA, run by Lara Mar and her daughters Talia Mar and Angele Sofia, expects to generate around £145,000 in revenue from TikTok this year. The figure has nearly doubled year on year, with many customers first discovering the brand through the app.
Live shopping plays a key role in L’ERA’s strategy, with the business typically hosting three three-hour live sessions each week, increasing to six during peak shopping periods such as Black Friday and Christmas. TikTok users have also shown a readiness to spend, with the brand’s largest single order exceeding £1,400.
However, business and social media consultant Jules Brim warns that while TikTok Shop has been transformative for some small brands, it comes with challenges. Rising costs, pressure to constantly create content, and aggressive pricing competition can shift focus away from long-term brand building toward short-term trends.
