As social commerce rises, TikTok Shop is quickly emerging as a major player in the UK’s ecommerce market.
With over half of those aged 15 and older in the UK using TikTok, its blend of entertainment and commerce is transforming how consumers discover and shop. Brands are leveraging TikTok Shop to reach new audiences, drive viral sales, and unlock new revenue streams.
This article explores TikTok Shop’s growth, its impact on ecommerce, and how brands can capitalise on this channel for success.
The power of TikTok influencers
TikTok’s success as an ecommerce platform can be largely attributed to its community of influencers. These creators don’t just entertain – they build trust and drive purchase decisions through their content. By tagging products directly in videos or during live streams, influencers offer a seamless shopping experience that turns viewers into customers without ever leaving the app.
“TikTok influencers are crucial to the success of TikTok Shop because they engage followers through authentic content that drives sales directly within the app,” explains Nick Grant, marketing director at adQuadrant. “Their real-time engagement, strong follower trust, and compelling content make them indispensable to TikTok Shop’s explosive growth.”
Influencers often act as affiliates, earning a commission on each sale they generate. This model has contributed significantly to TikTok Shop’s Gross Merchandise Value (GMV), with creators playing a central role in driving sales. By integrating entertainment and ecommerce, TikTok Shop allows influencers to connect with followers in new ways, creating powerful moments of discovery that lead directly to conversion.
How are UK brands finding success on TikTok Shop?
UK brands are taking advantage of TikTok Shop to boost their presence and drive sales, with the beauty category leading the way. Challenger brands like Made by Mitchell, P Louise, and Nature Spell have successfully leveraged the platform as their primary sales and marketing channel, achieving significant growth and visibility.
“TikTok Shop is quickly cementing itself as a powerhouse in ecommerce because it’s converting its large, highly engaged user base into shoppers,” says Ben Muir, CEO of Unsociable. He emphasises that “successfully utilizing affiliate marketing can create a tsunami of virality which drives huge revenue and visibility.”
This viral success on TikTok Shop isn’t confined to the app itself. Muir explains how the ripple effect often extends beyond TikTok, impacting other sales channels like direct-to-consumer websites, Amazon, and even physical retail stores. “When a brand gains virality on TikTok, it can feel like they are everywhere in the minds of target consumers,” Muir adds. “We had a brand go viral earlier this year, and it led to a retail listing in Tesco.”
This ability to create massive awareness and demand showcases TikTok Shop’s unique advantage over traditional ecommerce platforms. By achieving virality, brands not only capture the attention of digital shoppers but can also leverage this popularity to secure partnerships with major retailers. It’s a powerful testament to TikTok’s blend of social engagement and ecommerce, helping UK brands elevate their presence and influence far beyond the app.
Trends shaping the future of TikTok Shop
TikTok Shop is poised to continue growing. One of the most notable trends is the rise of LIVE shopping, which mimics the concept of home shopping networks but with the added interactivity and reach of social media. Brands and creators are increasingly hosting real-time events that enable viewers to shop instantly.
“In the next 12-18 months, we expect to see rapid growth in LIVE shopping, influencer marketing, and personalized experiences,” shares Grant. “Augmented Reality (AR) is also set to expand, allowing users to virtually try on products before buying. Influencer partnerships will continue to be a critical driver of viral sales.”
The use of AR filters, gamified shopping experiences, and TikTok-exclusive discounts are all part of a broader strategy to create an immersive, engaging shopping environment. With TikTok Shop, brands are not just capturing demand – they’re creating it.
Practical steps for TikTok Shop success in the UK
TikTok Shop sets itself apart by inspiring purchases through engaging content, allowing brands to connect with consumers in new and unexpected ways.
With TikTok’s heavy investment in live shopping — already a massive success in Asian markets — UK brands have new opportunities to create moments of serendipitous discovery. Live shopping, combined with real-time engagement and influencer partnerships, makes TikTok Shop a powerful platform for retailers aiming to expand their reach and boost sales.
By leveraging TikTok’s unique blend of entertainment and commerce, brands can connect with consumers meaningfully, drive conversions, and unlock new revenue streams. TikTok Shop isn’t just a trend – it’s reshaping ecommerce. For brands eager to reach new audiences and accelerate growth, now is the time to get on board.
About Linnworks
Linnworks is a leading provider of inventory, order and warehouse management solutions for ecommerce retailers. Our solution brings three core attributes to the retailer: connectivity to a diverse number of marketplaces, automation to traditionally time-consuming ecommerce processes and a centralised platform to manage listings, inventory, orders and shipments. Learn more at www.linnworks.com.
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