tech
December 25, 2025
‘A gamechanger’: 200,000 UK small businesses sign up to TikTok Shop
Big brands such as Sainsbury’s and M&S also selling directly in app through links in videos and livestreams
TL;DR
- TikTok is evolving from a social media platform to a major shopping destination.
- Major retailers like Marks & Spencer, Samsung, and Sainsbury's are selling on TikTok Shop.
- TikTok Shop recorded significant sales increases, especially during Black Friday and Cyber Monday.
- The platform allows direct sales through videos, livestreams, and profile tabs, with in-app checkout.
- Influencer marketing and affiliate links are used to promote products.
- Sainsbury's and M&S have reported strong sales from collaborations and livestreams.
- Small businesses are using TikTok Shop to increase reach, especially as AI impacts search visibility.
- Beauty brands are experiencing strong commercial returns on the platform.
- TikTok Shop's success is partly attributed to its facilitation of impulse buying.
- Some small brands have seen significant revenue growth and customer discovery through TikTok.
- Live shopping is a key strategy for many businesses on the platform.
- Concerns exist about potential price wars, pressure for constant content creation, and a focus on trends over brand building.
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