TikTok has introduced Shop Local in the United Kingdom — a new initiative designed to support small and medium-sized enterprises (SMEs) and encourage British consumers to buy homegrown products. The program offers tailored packages to help local businesses set up and begin selling through TikTok Shop.
Supporting local sellers
With Shop Local, TikTok — the globally popular platform owned by China’s ByteDance — is focusing on UK-based companies that have little or no experience in online sales. Unlike broader international campaigns, this program is entirely centered on local commerce, as its name suggests.
According to TikTok, 83% of British consumers say they would buy more UK-made products if they were easier to find. To bridge that gap, TikTok Shop is investing £750,000 to help five selected businesses grow their presence on the platform. Farmer and TV personality Jimmy Doherty serves as the campaign’s ambassador.
How it works
Each of the five winning businesses will receive £150,000 in support. To apply, companies must:
- Post a TikTok video showcasing their local offering and community connection
- Include the designated campaign hashtag and @-mention
- Sell locally produced goods
- Employ no more than 250 people
- Not already be active on TikTok Shop
TikTok Shop’s UK growth
TikTok first launched its shopping feature in the UK in late 2021 — its debut market outside Asia. While adoption was initially slow, interest surged in 2024.
According to research from NielsenIQ, TikTok Shop became the fastest-growing online retailer in the UK last year, recording a 131% increase in shoppers and a 180% jump in revenue. The number of sellers on the platform also doubled, with many choosing TikTok’s own logistics solution, Fulfilled by TikTok (FBT).
Expanding across Europe
Following the UK’s success, TikTok Shop has expanded to Ireland, Spain, Germany, France, and Italy. The FBT fulfillment service is now available — or soon will be — across these markets, with TikTok partnering with Fiege to manage logistics operations in Germany.
Source: https://newsroom.tiktok.com/tiktokshoplocal?lang=en-GB
