TikTok Shop: The Rapid Rise and How Social Commerce Is Reshaping UK E-Commerce in 2025

TikTok Shop UK Growth 2025: How Social Commerce Is Changing E-Commerce

Since its launch in 2021, TikTok Shop has gone from a new entrant to a major player in UK e-commerce. By combining entertainment, community, and shopping in one place, it’s grabbed the attention of both consumers and brands. TikTok Shop allows merchants to sell products directly through the platform, making it easier for brands and creators to reach their audience.

TikTok Shop offers a wide range of products, including technology items, groceries, and more, making it a comprehensive e-commerce platform.

Introduction to Social Commerce

Social commerce is revolutionising the way we shop by integrating the discovery and purchase of products directly within social media platforms. TikTok Shop is at the forefront of this trend, allowing users to buy products directly from the app. As a TikTok Shop seller, you can tap into a vast audience and boost your sales by making use of the platform’s innovative features.

Breaking Down the Growth

TikTok Shop’s expansion in the UK has been nothing short of remarkable. Figures from 2024 show that over 200,000 active businesses now operate on the platform, doubling from the previous year. Daily live shopping sessions have surged by 64%, with approximately 5000 live events occurring each day. Consequently, daily sales have witnessed a 93% year-on-year increase. Efficient postage solutions, such as Fulfilment by TikTok Shop (FBT), play a crucial role in this success by significantly reducing postage lead times and enhancing customer satisfaction.

This growth isn’t isolated to the UK. Globally, TikTok Shop’s Gross Merchandise Value (GMV) reached $33.2 billion in 2024, more than doubling from the previous year. The United States emerged as its largest market, achieving $9 billion in GMV—a staggering 650% year-over-year growth. TikTok Shop has also expanded its availability to various countries, including Indonesia, Thailand and Malaysia, showcasing its strategic growth in key Southeast Asian markets.

How TikTok Shop Works

TikTok Shop operates by allowing sellers to upload their products and services directly to the platform. Users can then discover and purchase these products without ever leaving the app, creating a convenient and seamless shopping experience. As a seller, you can promote your products using short videos, shoppable videos and live shopping events, which are highly effective in engaging potential customers.

The platform’s interactive nature allows users to engage with sellers and creators, gaining a sense of community and loyalty. By utilising TikTok’s various promotional tools, sellers can effectively showcase their products, drive traffic to their store and increase sales. The convenience of being able to buy products directly from the app makes TikTok Shop a preferred choice for both sellers and buyers.

The Power of Live Shopping

Live shopping has become a cornerstone of TikTok Shop’s strategy. Brands like Made by Mitchell and P. Louise have harnessed this feature to achieve record breaking sales, with the latter earning $1.5 million in just 12 hours. These interactive sessions, or ‘LIVEs’, allow brands to showcase products in real time, engage directly with audiences, and drive immediate conversions.

The appeal of live shopping lies in its ability to merge entertainment with commerce. Engaging video content, including live shopping sessions, can significantly boost product visibility and sales. Consumers are not just passive viewers; they actively participate, ask questions and make purchases during these sessions. This dynamic creates a sense of urgency and community, encouraging deeper connections between brands and consumers. A complete and seamless shopping experience during live sessions is crucial for maximising engagement and sales.

Small Businesses, Big Impact

TikTok Shop has levelled the playing field for small and medium-sized businesses (SMBs). Approximately 95% of purchases on the platform come from SMBs, highlighting its role in democratising e-commerce. TikTok Shop helps brands connect with diverse communities, enhancing the shopping experience.

The platform’s algorithm driven discovery means that even lesser-known brands can achieve virality. For instance, beauty brands like Glow For It and Hair Syrup gained popularity through TikTok Shop, later expanding into traditional retail via Boots. Promoting relevant products that resonate with the audience is crucial for success on the platform.

User-Generated Content (UGC) on TikTok

Creating your own content is essential to engage customers and promote products.

User-Generated Content (UGC) on TikTok

User-Generated Content (UGC) is a powerful marketing tool on TikTok, allowing creators to showcase products and services in an authentic and engaging way. UGC can be created by users, sellers and creators, and is often more relatable and trustworthy than traditional advertising. TikTok creators can use UGC to promote products and services, earning money through affiliate marketing and sponsored content.

As a seller, you can encourage users to create UGC by offering incentives such as discounts and free products. This not only increases your selling potential but also drives sales on TikTok Shop. UGC helps build a community around your brand, making it easier to connect with your audience and foster long term loyalty.

The Beauty of Beauty

Beauty products have emerged as the top selling category on TikTok Shop UK. Make up alone accounts for 42% of all sales, followed by skincare at 25% and haircare at 11%. The platform’s visual nature, combined with influencer driven content, makes it an ideal space for beauty brands to thrive. Product reviews play a significant role in building trust among potential buyers, as consumers often rely on user generated content over brand messaging.

Gen Z consumers are the largest spenders on beauty products through the app. Their preference for authentic, engaging content aligns perfectly with TikTok’s format, driving sales and brand loyalty.

Home decor is also gaining traction, with categories like furniture, lighting and decorative accessories performing well. Visually engaging home styling trends, such as room makeovers and seasonal décor, resonate with TikTok users, inspiring them to purchase products that help recreate the aesthetic they see on their feeds.

TikTok Shop’s recent expansion to Spain and Ireland highlights its growing accessibility, underscoring its global reach.

Safety and Security on TikTok

Safety and security are top priorities on TikTok, with features such as buyer protection and secure payment options ensuring a trusted shopping experience. TikTok Shop offers a 30-day return policy, allowing users to return products that are faulty or not as described. Additionally, the platform has a robust reporting system, enabling users to report suspicious activity or products that violate TikTok’s policies.

As a seller, you can ensure safety and security by verifying your account, using secure payment options and adhering to TikTok’s guidelines and policies. By prioritising safety and security, TikTok Shop creates a trusted and convenient shopping experience for users, allowing them to buy products directly from the app with confidence. This commitment to safety helps build trust and encourages more users to engage with the platform.

What’s Next for TikTok Shop?

The future of TikTok Shop in the UK looks promising. With the social commerce industry projected to more than double, reaching £16 billion by 2028, TikTok Shop is poised to capture a significant share of this growth. Brands can strategically launch promotional events to boost sales and visibility.

As the platform continues to innovate, integrating features like Shopify integration for UK merchants, and hosting events like ‘For You Days’, it gives brands exceptional opportunities to connect with consumers. Increasing followers through engaging content can enhance revenue and marketing opportunities.

Final Thoughts

TikTok Shop’s fast expansion in the UK shows how social commerce is changing the game. By merging community, entertainment and shopping, it has redefined the e-commerce landscape. TikTok Shop’s global reach allows users to explore content from different parts of the world, significantly impacting the expanding landscape of online retail.

For brands and consumers alike, TikTok Shop offers a dynamic, engaging and profitable platform that shows no signs of slowing down. It fosters community engagement, enhancing the shopping experience for both brands and consumers by connecting them with diverse groups of users.