TikTok has launched Shop Local in the United Kingdom, a support scheme for small and medium-sized enterprises (SMEs). The competition promotes the sale of homegrown goods to British consumers, with packages to help local businesses set up and start selling on the platform.
With Shop Local, TikTok, the hugely popular social media platform owned by China’s ByteDance, is targeting companies in the United Kingdom with little to no online sales experience. The focus is not international, but specifically local; as the name suggests.
Demonstrating local offering
According to TikTok, 83 percent of British consumers would purchase more UK-made products if they were more widely available. That’s why TikTok Shop is investing 750,000 British pounds to help five selected businesses grow on the platform. Jimmy Doherty, a farmer and television personality, is the face of Shop Local.
TikTok Shop helps five slected business to grow
To be eligible for 150,000 pounds in support, companies need to create and share a TikTok video demonstrating their offering to their local community, including a hashtag and @-mention. They must sell local products, employ no more than 250 people, and not yet be active on TikTok Shop.
TikTok’s growth in the United Kingdom
TikTok introduced its shopping feature in the United Kingdom at the end of 2021, marking the first launch of TikTok Shop outside Asia. Initially, British shoppers’ interest was somewhat underwhelming, which reportedly delayed expansion into other countries. However, last year, interest in TikTok’s shopping capabilities in the United Kingdom soared.
UK revenue on TikTok Shop rose 180% in 2024
Research from NielsenIQ, cited by TikTok, shows that TikTok Shop was the fastest growing online retailer in the United Kingdom last year, with a 131 percent annual increase in shoppers and a 180 percent rise in revenue. The number of sellers doubled. They can choose to use Fulfilled by TikTok, or FBT for short.
TikTok Shop in Europe
TikTok Shop is now available in Ireland and major continental European ecommerce markets, such as Spain, Germany, France, and Italy. FBT is also available or will soon be introduced in these markets, with TikTok partnering with Fiege for its fulfillment service in Germany.
