TikTok Shop’s growth in the UK has been nothing short of staggering. In 2024, over 200,000 businesses were actively selling on the platform, double the number from the year before. Live shopping sessions have grown by 64%, with roughly 5,000 livestreams hosted daily, helping to fuel a 93% increase in daily sales year over year.

On a global scale, TikTok Shop’s Gross Merchandise Value (GMV) reached $33.2 billion in 2024, more than doubling from 2023. The United States leads the charge with $9 billion in GMV, representing a jaw-dropping 650% year-over-year growth.

How TikTok Shop Works

The platform allows sellers to upload products directly to TikTok, promoting them through a blend of short-form videos, influencer content, and live streams. Users can purchase without leaving the app, making the buying process frictionless.

This level of integration doesn’t just drive convenience - it fosters trust. The community-driven format allows consumers to interact with sellers and creators, ask questions, and watch real-time product demos. The result is a unique blend of authenticity, interactivity, and sales performance.

One of TikTok Shop’s biggest successes has been levelling the playing field for small and medium-sized businesses (SMBs). An estimated 95% of purchases come from SMB sellers. With TikTok’s algorithm-driven discovery, even the smallest brands have the potential to go viral.

Live Shopping: A New Sales Channel

Live shopping is now a core pillar of TikTok Shop’s strategy. Brands like P. Louise and Made by Mitchell have broken records through these sessions, with P. Louise generating $1.5 million in just 12 hours.

What makes live shopping so powerful is its blend of entertainment and urgency. Shoppers aren’t just watching - they’re engaging, asking questions, and making purchases in real-time. These sessions transform passive browsing into high-conversion events, especially when paired with limited-time offers or exclusive drops.

The Power of User-Generated Content (UGC)

At the heart of TikTok’s success is user-generated content—videos created by users, sellers, and influencers that showcase products in relatable, creative ways. UGC consistently outperforms traditional advertising by building trust and community.

Sellers can encourage UGC through giveaways, discounts, or affiliate programmes, helping their products spread organically across the platform. TikTok’s creator tools also allow influencers to earn commissions on sales they generate, incentivising them to support and promote niche brands.

What’s Next?

With the UK social commerce market expected to more than double to £16 billion by 2028, TikTok Shop is in a strong position to lead the charge. Upcoming innovations like Shopify integrations, promotional events (like "For You Days"), and new international rollouts (recently expanding into Spain and Ireland) are set to make the platform even more powerful.

What This Means for Marketers

For marketers, TikTok Shop represents more than just a new sales channel - it’s a shift in how commerce and content work in tandem. The platform offers a rare combination of massive reach, high engagement, and purchase-ready audiences, all within a format that feels natural and entertaining rather than intrusive.

TikTok users don’t just scroll - they interact, engage, and convert. With live shopping, UGC, and creator-driven content at the core of the experience, marketers have an opportunity to build authentic connections and drive real-time action in a way traditional e-commerce platforms can’t match.

This is especially powerful for brands targeting Gen Z and younger millennials, who are increasingly seeking brands that show up where they spend time and speak their language. TikTok Shop lets marketers move beyond awareness into immediate influence and conversion - all without leaving the app.

Is your brand ready to turn scrolls into sales? Get in touch today to explore how TikTok Shop can become a powerful part of your digital strategy!