TikTok Shop Adds UK Seller Tools
TikTok Shop has added a batch of new tools for UK sellers, just in time for the busiest shopping season of the year. Some are still rolling out, so check TikTok Shop Seller Center to see what’s live for your account.
New for UK sellers:
- Subscriptions. Customers can set up automatic repeat orders on eligible products, like skincare or pet food. It’s a clear sign TikTok wants to take on Amazon.
- Group Deal. Set a sales target during a Live. Once viewers hit it, everyone gets a discount, which keeps people watching and encourages them to bring others in.
- Price Cut. Reach a shared goal during a Live and the price drops for everyone taking part. It builds real momentum and urgency.
- Second Chance. If the winning bidder in a live auction doesn’t buy, or you have extra stock, you can go back to the runners-up.
- Stock just for Live. Hold back stock for livestreams and sell the rest elsewhere on TikTok Shop, so your live deals feel exclusive without running out everywhere else.
Three Black Friday tips from TikTok
TikTok recently shared a Road to Black Friday video series showing how three brands use TikTok Shop: SharkNinja, Princess Polly and Dossier. It’s well worth searching for their content on TikTok. Here’s what stood out.
- Work with creators at scale. Fashion brand Princess Polly works with hundreds of creators a month and appeared in around 6,000 creator videos in a single month. Fragrance brand Dossier has more than 80,000 videos about its products on TikTok, and sends samples to one to five creators a month. The more creator posts there are about your products, the more chances they have to be found in the For You feed and in search.
- Go live. SharkNinja uses TikTok Live to answer shoppers’ questions, gather feedback and work out which content performs best. TikTok says sellers who host livestreams grew sales 84% year on year. We’re often asked whether you can sell on TikTok Shop without going live. Our honest answer: it’s unlikely to move the needle unless you do. If you want to see Lives done well, SharkNinja’s are a masterclass.
- Get set up early. Check you’re eligible and register your products and content for Black Friday and Cyber Monday as soon as possible. If you haven’t done this yet, make it a priority. Holiday shopping content rose 263% month on month in September, and TikTok Shop sales passed $500 million over last year’s Black Friday weekend.
All of these figures come from TikTok, and most are from the US. But what works well there often follows in the UK. And smaller brands don’t need thousands of creators: a handful of creators plus a regular Live can make a real difference.