Currys has launched on TikTok Shop, announcing the move on 7 October. It follows Boots, which joined the platform on 28 September, and is a sign that major UK retailers are taking social commerce seriously.
The trend is prompting questions across the industry about how TikTok Shop compares with established marketplaces. Carina McLeod, CEO & Founder of eCommerce Nurse, said:
“I’m being asked a lot by brands at the moment whether TikTok Shop is going to take over from marketplaces like Amazon. What’s interesting is that Amazon predominantly attracts brands selling directly, whereas TikTok Shop is attracting both brands and retailers.”
It remains to be seen how retailers will manage the new channel. Some may focus on selling their own-label products, while others may approach brands for marketing contributions to fund affiliate activity and drive sales.
For brands, this raises a new strategic question: whether to invest in selling directly to consumers on TikTok Shop, or to reach shoppers on the platform through their existing retail partners.
With more retailers likely to follow, it’s a space worth watching closely.
BHETA members considering whether TikTok Shop is the right channel for their brand can get in touch with eCommerce Nurse, one of BHETA’s Business Support Providers, for advice.
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