The New High Street: UK TikTok Shop crosses 200,000 sellers amid record Black Friday

Platform Recorded Biggest-Ever Sales Day on Black Friday as Impulse Buying and Live Streams Redefine UK Retail

TikTok Shop, the in-app e-commerce marketplace, has solidified its position as a major force in British retail, announcing that over 200,000 UK small and medium businesses (SMEs) are now actively selling on the platform. This explosive growth, which has roughly doubled the number of participating SMEs in the past year, marks a significant shift in consumer buying behavior towards "discovery commerce."

The platform's success culminated in a record-breaking performance over the holiday season, with its biggest sales day occurring on Black Friday, where sellers collectively moved an average of 27 items every second.

Key growth drivers and performance metrics

Launched in the UK in 2021, TikTok Shop has rapidly matured by blending entertainment, content creation, and seamless transactions:

The platform is no longer just for small brands. Major UK retailers, including Marks & Spencer, Sainsbury's, Clarks, and Samsung, have integrated their inventory, finding success through live shopping and influencer collaborations.

Live commerce dominance

Live shopping sessions and livestreams have proven to be exceptionally effective. One recent livestream hosted by M&S attracted 260,000 viewers, generating sales every 30 seconds.

Category strength

The Beauty and Personal Care sector is a consistent top performer, with one brand selling a lip stain every five seconds following significant order increases.

Affiliate model

The ability for brands to partner with creators (influencers) using affiliate links allows small businesses to tap into massive audiences instantly, bypassing the need for huge traditional marketing budgets.

Analysts credit the platform's success to its unique algorithm, which plays directly into impulse buying behavior, presenting shoppable videos directly in the main For You feed.

Challenges for sellers

While the platform has been a "game-changer" for reach and sales, it presents new pressures for businesses:

Content intensity: The model demands a constant stream of creative, trend-chasing content, which can put significant pressure on small business teams.

• Pricing pressure: Some consultants note that the intense competition and focus on viral trends can create a "race to the bottom on pricing," affecting small businesses' profit margins.

• Rising fees: As the platform matures, TikTok Shop has phased out its initial low introductory fees, raising commission rates for most UK categories to 9% of the total order value, which aligns with major competitors like Amazon and eBay.

The platform's continued expansion confirms that social media is rapidly becoming the new starting point for product discovery and purchase for a large portion of the UK consumer base, especially younger demographics.