25 UK brands winning at TikTok Shop—a strategic deep dive: third of a 5-part series

TikTok Shop continues to redefine how brands engage with their audiences, blending entertainment with seamless shopping experiences. In this third instalment of our series, we spotlight five more UK brands that are making waves on TikTok Shop, each with a unique approach to leveraging the platform’s tools and features to scale their businesses.

From fitness gear to sustainable fashion, these brands demonstrate the power of TikTok’s shoppable content, affiliate networks, and LIVE events in driving impressive results. Let’s dive in.

@unboxplayreview One week in, here’s my review of the City Sports walking pad. @CITYSPORTS OFFICIAL #walkingpad #treadmil #newyearnewme #tiktokshop #getfit #keepfit #weightloss #fitness #wellbeing #fibromyalgia #endometriosis #lowimpact #mentalhealth #unboxing #review ♬ original sound – UnboxPlayReview

11. City Sports 

Industry: Sports & Outdoor

City Sports is currently ranked as the number one shop in the Sports and Outdoor category on TikTok Shop. Their range of affordable, high-quality fitness gear has helped them build a strong community of active and fitness enthusiasts. Let’s take a closer look.

Strategic insights from City Sports’ TikTok Shop success

• Leverage affiliate networks: By working with 188 affiliates, City Sports has amplified its reach, tapping into diverse follower groups that trust these affiliates’ recommendations. This approach ensures the brand’s products are showcased authentically and frequently, increasing visibility and conversions.
• Promote with shoppable content: The brand’s engaging, fitness-focused content is tailored to TikTok’s audience, making it easy for users to discover and purchase products seamlessly within the app. This reduces friction in the customer journey and boosts sales.
• Maximise LIVE shopping events: Regular LIVE sessions not only create a sense of urgency but also allow community interaction. These real-time events enable customers to ask questions, see the products in action, and feel more confident in their purchases, driving significant engagement and conversions.

Results

• The brand generated £684K GMV in Q3
• Achieved £681K affiliate GMV
• Positioned as the leading TikTok Shop brand in its category
  

@midsizesammy TRY ON MY @boohoo order with me!!! Some gems but also some absolute FAILS!! 🤣 👀 That knitted co-ord is one of the worst things I’ve ever tried on felt like paper and genuinely stressed me out 😭….. Will add all links to my linktree! Some of them I won’t link as they are not worth your money ladies! 💕 Boohoo boohoo dresses midsize fashion dresses date night evening Littleblackdress curvy style tryon flattering dresses brunch outfit size 12 occasionwear #boohoo #boohoodress #boohootryon #tryonwithme #dresses #occasionwear #lbd #occasiondress #weddingguestdress #partywear #littleblackdress #midsizefashion #midsizedresses #datenightdress #realistictryon #stylingoutfits #size12 #fashiontiktok #styletips #curvydresses #flatteringdresses #autumnoutfits2024 #primark #everydayoutfit #everydaystyle #autumnoutfits #tryon #fashionfails #primarknewin #primarkautumn2024 #primarkhaul ♬ Girls Just Want to Have Fun – yourmusic4ever💯

12. Boohoo

Industry: Womenswear & Underwear

Boohoo, a fast fashion leader, has mastered TikTok Shop by targeting young, trend-conscious audiences. Their collaboration with influencers and focus on integrating TikTok’s tools has made them a standout. Here’s how.

Strategic insights from Boohoo’s TikTok Shop success

• Strengthen influencer partnerships: Boohoo’s collaboration with influencers like @taraomid93 not only boosts their reach but also enhances credibility. By aligning with creators who resonate with their target audience, Boohoo leverages authenticity to drive engagement and trust.
• Showcase extensive product ranges: Offering over 1,000 products allows Boohoo to cater to a wide range of preferences, thus positioning itself as a one-stop shop for Gen Z and Millennials. This variety keeps customers returning to explore new collections.
• Integrate shoppable ads and LIVEs: Combining ads and LIVE sessions creates a dynamic shopping experience where customers can discover, interact with, and purchase products effortlessly. This integrated approach significantly boosts both visibility and sales.

Results

• Boohoo sold 12K items in Q3
• Generated £146K GMV
• Established itself as a trend-forward leader in TikTok’s fashion sector

@puffit.uk 🧐Upgraded Material? 👉🏻See if PUFFIT’s Premium Hooded Puffer Jacket Passes the Water-repellent Test✨🚿#perfectday #puffit #goodthing #wishlist #tiktokmademebuyit #tiktokfashion #pufferjacket #viral #waterrepellent #outfit #gogg ♬ original sound – PUFFIT.UK

13. PUFFIT UK 

Industry: Womenswear & Underwear

PUFFIT UK has emerged as a viral TikTok sensation with its eco-friendly puffer jackets and gilets. Their rebranding and creator partnerships have been key to their growth.

Strategic insights from PUFFIT UK’s TikTok Shop success

• Host impactful TikTok events: Their TikTok London HQ event brought together 60 creators, generating buzz with influencer collaborations. These events engagingly showcase PUFFIT’s products, reinforcing the brand’s identity while expanding its audience reach.
• Focus on sustainability: Highlighting eco-friendly, water-repellent designs not only appeals to environmentally conscious consumers but also positions PUFFIT as a forward-thinking, responsible, chic brand. This focus aligns with the values of TikTok’s younger audience which is looking for both sustainability and design.
• Leverage affiliates and shoppable content: With 1,164 affiliates promoting their products, PUFFIT benefits from widespread exposure. While the Shoppable content simplifies the purchasing process, turning casual viewers into loyal customers.

Results

• Sold 27K items in Q3
• Generated £700K GMV
• Strengthened its position as an eco-conscious fashion leader

@tasteofnutrition Replying to @lauren faye Free SOUL Female Multivitamin with Marine Collagen and Hyalronic Acid Review 🙌🏼 #freesoul #freesoulgummies #freesoulmultivitamin #multivitamins ♬ Aesthetic Girl – Yusei

14. Free Soul

Industry: Health

Free Soul has quickly risen in the TikTok Shop wellness sector by targeting women with tailored, premium products. Their cohesive strategy highlights the importance of authenticity and community. Let’s take a closer look.

Strategic insights from Free Soul’s TikTok Shop success

• Collaborate with creators: By partnering with wellness influencers, Free Soul is able to tap into niche audiences that value health and self-care. This authentic connection enhances trust and positions the brand as a credible authority.
• Utilise affiliate marketing: Affiliates contribute significantly to their sales by sharing relatable experiences and reviews. This creates social proof, a critical driver of conversions on TikTok.
• Highlight product launches: Strategic campaigns like the launch of “Wake” create excitement, making loyal customers feel valued while attracting new ones. The buzz around these launches translates directly into sales.

Results

• Sold 270K items in Q3
• Generated £3M GMV
• Became a leading name in the wellness category

@efones.comGrab your OPPO #smartphone from our #stream RIGHT NOW 🔥 #discounts #uksale #sale #xmas♬ original sound – eFones UK

15. Efones

Industry: Phones & Electronics
Ad link: Watch here

Efones is thriving on TikTok Shop by offering affordable tech accessories and engaging customers through targeted campaigns. Their Father’s Day success proves their strategic expertise. Let’s take a closer look.

Strategic insights from Efones’ TikTok Shop success

• Execute impactful campaigns: Their Father’s Day campaign demonstrated how well-planned events can create buzz and generate significant sales in a short period. Their record-breaking $2.8M in sales over three days underscores the power of timely promotions.
• Create engaging video content: By producing relatable and visually appealing videos, Efones keeps its audience entertained and informed. This strengthens brand loyalty and encourages repeat purchases.
• Focus on affordability and quality: Their budget-friendly yet high-quality products resonate strongly with TikTok’s tech-savvy audience, making Efones a go-to for phone accessories.

Results

• The brand sold 9K items in Q3
• Generated £731K GMV
• Solidified its position as a tech accessories leader

Click here for this series’s first, second, fourth and fifth editions; featuring Top TikTok Shop brands in the UK and their winning strategies.