Category: Growth marketing

TikTok Shop has redefined the way brands connect with consumers. In this fifth and final instalment of our series, we dive deeper into the strategies and successes of five more standout UK brands that have harnessed the full potential of TikTok Shop to achieve remarkable results.

From boosting brand visibility to increasing conversions through affiliate marketing and LIVE shopping, these brands leverage TikTok’s unique tools to dominate their respective industries. Let’s take a closer look at their strategies.

 

@glowforitshop You know the drill, if Daisy is concerned then NOW is the best time to get our Lash Serum!! Shop all of our serums at a discounted price by clicking the link above the caption💫 #glowforit #lashserum #lashgrowthserum ♬ original sound – GLOW FOR IT

21. Glow For It

Industry: Beauty & personal care

Daisy Kelly founded Glow For It during the lockdown in 2020 after struggling with lash health due to eyelash extensions. Recognising a gap in the market for a vegan and cruelty-free lash serum, she invested her student loan in formulating her product and joined TikTok Shop upon its completion.

Strategic insights from Glow For It’s TikTok Shop success

• Affiliate collaborations foster engagement: Glow For It partnered with over 200 curated creators through TikTok’s Affiliate Programme, creating a sense of collaboration and community. This initiative resulted in a 160% increase in affiliate sales and a 70% revenue boost in just one month. By partnering with relatable creators who have the same lash struggles, the brand built trust and authenticity, which resonated with its target eco-conscious audience.
• Frequent LIVE sessions build loyalty: Glow For It uses interactive LIVE sessions to showcase its products and engage directly with customers, driving both brand trust and sales. LIVE sessions create a direct and transparent channel for customers to connect with the brand, making it easier to address queries and showcase product demos and benefits in real time.
• Results-driven content creation: Initially relying on in-house content, the brand’s focus on authenticity and not polished content helped it connect with its audience. In-house content highlighted the founder’s passion and personal journey, which added another layer of relatability and trust for customers.

Results

• The brand generated £573K GMV in Q3
• Sold 25K items in Q3
• Expanded operations to a six-person office in central London

 

@nour.manso @PUMA.UK @PUMA Head to toe in Puma 🤩🐆 #blackfridaysale #puma #pumauk #tiktokmademebuyit #fyp #haul #pumahaul #leggings #hoodie ♬ Shopping Time – Vin Music

22. Puma UK

Industry: Sports & Outdoor

Puma UK was one of the first major fashion brands to leverage TikTok Shop, creating immersive shopping experiences by integrating TikTok’s unique features with their social channels to showcase new releases through LIVE demos.

Strategic insights from Puma UK’s TikTok Shop success

• LIVE demonstrations enhance engagement: By showcasing new product releases in real-time, Puma connected with their audience live, driving excitement, interest and immediate purchases. Real-time demos offered a personalised shopping experience that replicated the benefits of in-store shopping, building confidence in the product.
• Affiliate partnerships drive sales: Working with over 630 affiliates, Puma saw a 737% increase in GMV in one week, with 60% of sales driven by affiliates. Affiliates introduced Puma’s products to niche and otherwise untapped audiences, extending the brand’s reach and driving credibility through peer recommendations.
• Optimised ad spend: Investing in TikTok Shop Ads helped Puma achieve an 182% daily GMV increase, cementing their success on the platform. TikTok Shop Ads delivered highly visual, engaging content to targeted audiences, ensuring maximum ROI.

Results

• Generated £332K GMV in Q3
• Sold 10K items in Q3
• Established itself as a leader in TikTok Shop’s sports category
  

@hnbcosmetics The Soft Focus Airbrush Concealer & Loose Powder are now back in stock! On offer and free shipping. Run this time. Dont miss out 🔥#tiktokshop #uk #hnbcosmetics #makeup ♬ Lazy Sunday – BCD Studio

23. HNB Cosmetics

Industry: Beauty & personal care

HNB Cosmetics, known for its affordable vegan and cruelty-free luxury makeup, leveraged TikTok Shop’s Fulfilled by TikTok (FBT) service to overcome fulfilment challenges and scale their business efficiently.

Strategic insights from HNB Cosmetics’ TikTok Shop success

• Operational efficiency through FBT: Using TikTok Shop’s FBT service reduced shipping lead times by 52% and increased monthly order volumes by 125%, enabling smoother logistics and customer satisfaction. Faster shipping times and improved fulfilment enhanced the overall customer experience, reducing cart abandonment rates and improving retention.
• Affiliate marketing generates revenue: Collaborating with over 1,000 affiliates, HNB Cosmetics generated over £300K in affiliate sales in Q3 alone. Affiliates helped HNB reach diverse beauty enthusiasts who valued the product’s affordability and ethical positioning, driving strong conversions.
• Scalable success with targeted strategies: The combination of improved logistics and targeted affiliate collaborations helped HNB Cosmetics expand its reach and drive consistent growth. Efficient operations allowed HNB to scale confidently while focusing on content and affiliate strategy to build long-term revenue streams.

Results

• Generated £442K GMV in Q3
• Sold 95K items in Q3
• Reduced operational costs and improved customer satisfaction

@virgoboutiques BEST SELLING £8 leggings! #virgoboutique #virgo #viralvideo #leggings #leggingsoftiktok #leggingsoutfit #leggingsreview #legging #virallegging #viralproduct #boutique #boutiqueshopping #musthave #musthaves #tiktokshop #followback ♬ original sound – Virgo boutique

24. Virgo Boutique

Industry: Womenswear & Undergarments

Virgo Boutique has quickly become a standout success on TikTok Shop by combining budget-friendly fashion with a deep understanding of its target audience’s preferences.

Strategic insights from Virgo Boutique’s TikTok Shop success

• Shoppable ads enhance visibility: Virgo effectively used TikTok’s shoppable ads to create a seamless shopping experience, blending entertainment with product discovery. Shoppable ads simplify the customer journey, allowing customers to purchase directly from engaging content without leaving the platform.
• Affiliate collaborations amplify reach: By working with 298 affiliates, Virgo Boutique expanded its audience and built credibility through authentic and relatable content. Affiliates provided a sense of trust and relatability, making the brand accessible to younger audiences like Gen Z and Millennials.
• Engaging LIVE sessions: Virgo’s interactive LIVE content resonated with Gen Z and Millennial shoppers, driving higher engagement and conversions. LIVE events offer a dynamic platform to showcase the latest styles while allowing real-time interactions with potential customers.

Results

• Generated £26M GMV in Q3
• Sold 106K items in Q3
• Established itself as a top fashion brand on TikTok Shop

@demijones 7 day wear test! 👀⏰ A whole week of wearing my @TATTI LASHES Invisilash kit in style ‘Whispy Volume’ 😅🫶 Tatti have also just launched a huge sale across their individual lash clusters for a limited time!! #tattilashes #invisilashkit #invisilashes #tiktokshopsale ♬ original sound – Demi Jones

25. Tatti Lashes

Industry: Beauty & personal care

Tatti Lashes, founded in 2017, has become a leader in TikTok Shop’s beauty category by combining compelling campaigns with innovative product launches.

Strategic insights from Tatti Lashes’ TikTok Shop success

• Creative campaigns drive traffic: Using Spark Ads and affiliate content, Tatti Lashes attracted significant attention, boosting visibility and sales. Spark Ads allowed the brand to amplify its most engaging content to a wider audience, building awareness and driving traffic to its TikTok Shop.
• LIVE shopping drives conversions: Their product, Invisi-Kit, was promoted during LIVE shopping sessions, creating buzz and selling out twice. LIVE shopping events again replicated a personal shopping experience, which helped convey product value and urgency, driving immediate sales.
• Consistent growth through optimised strategies: Tatti Lashes achieved a 20% conversion increase quarter-over-quarter by strategically aligning their content and campaigns with TikTok Shop tools. Their alignment of creative content with data-driven insights ensured that campaigns resonated with their target audience, leading to sustained growth.

Results

• The brand generated £856K GMV in Q3
• Sold 97K items in Q3
• Strengthened its position as a leading beauty brand on TikTok Shop

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

TikTok Shop has revolutionised how brands connect with their audiences. In this fourth instalment of our series, we explore five more U-based brands that have leveraged TikTok’s innovative features to boost sales, build communities, and establish themselves as leaders in their industries.

From health and fashion to niche categories, these brands showcase how they’ve effectively combined affiliate marketing strategies, shoppable content, and LIVE events to achieve exceptional results. Let’s dive in.

@aoifemcelwee Struggle to hit your protein goal?? Not anymore 🫡 @myprotein clear whey is my fav – less than 100 cals 20g protein and tastes like juice!! #protein #proteinshake #clearwhey #myprotein #highprotein #highproteinsnack #myproteinclearwhey ♬ original sound – Aoife McElwee

16. My Protein

Industry: Health

My Protein, Europe’s leading sports nutrition brand, operates globally from its Manchester HQ, offering quality protein, vitamins, snacks, and activewear. Their success on TikTok Shop stems from standout collaborations with GenZ creators, a premier TikTok influencer agency, which marked TikTok Shop’s first FMCG x Creator Agency Partner campaign.

Strategic insights from My Protein’s TikTok Shop success

• Targeted influencer partnerships: My Protein worked with a network of 21 creators to produce 42 shoppable short videos promoting their Vimto-flavored clear whey and starter pack. This collaboration not only drove over £50K in sales but also helped the brand trend on TikTok, building buzz and trust among its audience. 
• Content virality and campaign expansion: The campaign’s success led to a six-month renewal and an expansion to include My Protein’s clothing line. By collaborating with diverse creators and working with over 649 affiliates, they refined their content strategies to resonate deeply with TikTok’s health-conscious audience. 
• Shoppable content drives conversions: Integrating TikTok’s shoppable features into their short videos provided a seamless user experience, simplifying the customer journey and boosting conversions. 

Results

• Generated £500K GMV in Q3
• Achieved over £50K in sales in one campaign and sold over 54k items
• Strengthened brand presence and engagement on TikTok Shop

@leah.wild1 Super strechy… high rise…. Figure hugging…. These are the viral jeans by Katch me! Im 5,6 and this is size 12-14 #katchmefashion #katchme #strechyjeans #viraljeans ♬ original sound – Leah Wild

17. Katch Me

Industry: Womenswear & Underwear

Katch Me has quickly risen as a top brand on TikTok Shop in the womenswear category, offering trendy and affordable fashion accessories. Their ability to connect with both creators and consumers has made them a standout choice for fashion-forward audiences.

Strategic insights from Katch Me’s TikTok Shop success

• Effective affiliate collaborations: With over 1,500 affiliates, Katch Me significantly broadened its reach and credibility. Affiliates’ authentic content and personal styling videos resonated with their audience, driving over 300K affiliate GMV in just three months. 
• Interactive and engaging LIVEs: By hosting successful LIVE shopping events, Katch Me created a dynamic shopping experience where audiences could interact with hosts, discover products, and make purchases in real time. This approach boosted product discovery and generated over half a million in GMV. 
• Stylish and accessible offerings: Their trendy yet affordable fashion items struck a chord with Gen Z and Millennials, reinforcing their position as a go-to brand on TikTok.

Results

• Sold 70K items in Q3
• Generated £1.2M GMV
• Solidified its position as a leading TikTok Shop fashion brand

@elektronics.shop Grab yours – Link in Bio. 10.26″ Car DVR Carplay Android Auto Dashcam 4K 3840*2160 Front and 1080P Rear Camera Voice Control GPS Wifi Recorder Dual Lens. #shopify #electronic #online #business #droppshipping #ecommerce #products #onlinebusiness #bluetooth #touchpad #dashcam ♬ Originalton – Elektronics.shop

18. Auto Electronics Factory Shop

Industry: Phones & Electronics

Auto Electronics Factory Shop has carved a niche for itself on TikTok Shop by offering automotive electrical products that appeal to car enthusiasts and DIYers. Their portable car video player has become a top seller, driving significant engagement and sales.

Strategic insights from Auto Electronics Factory Shop’s TikTok Shop success

• Leverage top creators: Collaborating with over 577 affiliates and influential creators like @craigsadvice allowed the brand to showcase its products effectively, reaching a targeted audience of automotive enthusiasts. This strategy enhanced both brand awareness and trust. 
• Shoppable ads drive visibility: Their top three shoppable ads collectively gained 16M views in Q3, demonstrating the power of visually engaging content in driving product awareness and traffic. 
• Focus on practicality and quality: By offering functional, high-quality products, Auto Electronics Factory Shop appealed to the needs of its niche audience, solidifying its position in the market. 

Results

• Sold 40K items in Q3
• Generated £676K GMV
• Established a strong foothold in the automotive electronics market

@cuddle_tissue_shop Buy now save now🔥 #LIVEhighlights #TikTokLIVE #LIVE #pandacuddletoiletrolls🐼🐼💚💪😂 ♬ original sound – Tissue World

19. Tissue World

Industry: Home Supplies

Tissue World is currently ranked the number one shop in the Home Supplies category, generating over £1M in sales in Q3. Their success lies in offering high-quality tissues and paper products with a focus on sustainability.

Strategic insights from Tissue World’s TikTok Shop success

• Excel in affiliate collaborations: Tissue World worked with over 1,188 affiliates, enabling them to rank among the top performers in sales. They generated £580K in affiliate GMV in just one month by leveraging a trusted network of influencers. 
• Sustainability as a key differentiator: By promoting environmentally friendly products, Tissue World appeals to eco-conscious consumers while establishing themselves as a socially responsible brand. 
• Shoppable ads drive engagement: A single top ad garnered 2.7M views, showcasing their ability to capture attention with engaging content and maximise product visibility.

Results

• Sold 114K items in Q3
• Generated £1.6M GMV
• Positioned as a leading sustainable brand on TikTok Shop

@chloedonnellyy1 My best discovery EVER #affordableperfume #pheromoneperfume #liquidlondon @Liquid London ♬ original sound – Chloe Donnelly

20. Liquid London

Industry: Makeup & Perfume

Liquid London has partnered with TikTok Shop to boost awareness and sales, leveraging key strategies that have led to remarkable success.

Strategic insights from Liquid London’s TikTok Shop success

• Focus on smaller creators: By prioritising quality content from smaller creators sharing authentic stories, Liquid London built trust and engagement with prospects. 
• Flexible promotions: Offering a high open collaboration commission rate of 30%-35% and free shipping on orders over £30 made Liquid London attractive to creators and buyers alike. Aligning promotions with platform campaigns, such as a 25% off flash sale during July Deal Drops, further contributed to their growth. 
• Effective ad spending: Investing over £10K in ads on their best-performing videos achieved an impressive ROAS of 4.28, driving significant revenue growth. 

Results

• Sold 35K items in Q3
• Generated £704K GMV
• Increased daily GMV from $200 to $55K within two months

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

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. 

 

As we continue to explore the transformative impact of TikTok Shop on e-commerce brands and dive into the TikTok strategies of brands that are successfully leveraging TikTok shopping, we’ve discovered some creative strategies by these disruptive brands.

In this second instalment, we take a closer look at how these brands have capitalised TikTok’s tools, it’s ethos, community and features to achieve remarkable results. Here are the insights we’ve gathered to help your brand thrive on the platform.

 

@nature.spell Nature Spell has you covered with all of these wonderful serums! Which one are you choosing? #naturespelluk #skincare #skincareroutine #serumskincare #bestskincare #glowup ♬ original sound – Nature Spell

6. Nature Spell

Industry: Beauty & Personal Care

Nature Spell has successfully transitioned from a small family business to a TikTok Shop sensation, captivating audiences with their 100% vegan hair and skin care range. Their strategy focuses on educating consumers aboutthe ingredients, leveraging creator partnerships, and making use of TikTok’s Fulfilled by TikTok (FBT) service to streamline customer experiences. Let’s take a closer look.

Strategic insights from Nature Spell’s TikTok Shop success

1. Leverage educational content: Informative/educational skin and hair care videos showing ingredient and product benefits, such as the effectiveness of their rosemary oil, to build trust and credibility. Education-led content resonates strongly on TikTok, where authenticity drives consumer interest.
2. Drive authenticity with UGC: Partnering with creators who document personal hair transformations creates relatable content that inspires trust. Nature Spell’s 2,481 affiliates have been key in amplifying their reach.
3. Maximise TikTok’s logistics solutions: Using FBT ensures a smooth purchasing journey, fostering repeat purchases and customer loyalty.

Results

• Increased daily orders to 2,000 in Q3.
• Generated £822K GMV in Q3.
• Surpassed 1 million TikTok Shop sales in just 12 months.

 

@michrfoodie #clothes #fashion #top #yozy @YOZY UK #tiktokmademebuyit #tiktokshop ♬ Deep House Dreams – King Felix

7. Yozy UK

Industry: Womenswear & Underwear

Yozy UK has rapidly gained popularity on TikTok Shop, becoming a go-to brand for trendy and affordable fashion. Their shoppable content and strategic collaborations with creators have made them a favourite among fashion enthusiasts.

Strategic Insights from Yozy’s TT success

• Shoppable content integration: YOZY effectively utilised TikTok’s shoppable content features, including live sessions and short videos, to showcase their latest collections. This approach enhanced product visibility and facilitated seamless shopping experiences.
• Influencer partnerships: Collaborations with creators like @lovethigweh amplified their reach and credibility, attracting a large, engaged audience of fashion enthusiasts.
• Interactive engagement: The brand’s fun and interactive approach, combined with strategic affiliate partnerships, fostered a sense of community and encouraged user participation.

Results

In Q3, YOZY sold nearly 400,000 items, generating a gross merchandise value (GMV) of £1.7 million. Their success is reflected in their TikTok presence, with over 52,000 followers and 35,800 likes. 

 

@mikaylanogueira FULL FACE OF A BRAND I AINT EVER HEARD OF! #BIAEFHO #makeup #beauty #affordablemakeup ♬ original sound – Mikayla Nogueira

8. The Beauty Crop

Industry: Beauty & Personal Care

The Beauty Crop has positioned itself as a TikTok favourite, offering trendy, accessible beauty products. With engaging content and strategic partnerships, the brand has captured the attention of beauty enthusiasts on TikTok.

Strategic Insights

• Viral content and collaborations: Through viral content and strategic collaborations with influencers and top affiliates, The Beauty Crop appealed to a wide audience, growing their community on TikTok.
• Engaging tutorials: Their creative use of TikTok’s shoppable features and highly engaging tutorials boosted both visibility and sales, showcasing their products in practical applications.
• Trend-driven product offerings: By offering trendy, accessible products, The Beauty Crop tapped into current beauty trends, attracting a diverse customer base.

Results

In Q3, The Beauty Crop achieved a GMV of £836,000, selling 142,000 items. Their best-seller, the Oui Cherie Prime & Set Duo, sold 8,000 units in three months, contributing to their milestone of selling 1 million products on TikTok Shop earlier in the year.

@lilianashops You can get a 1 year supply of Vitamin D3 + K2 for only £5.99 today, if it’s your first time buying from the TikTok Shop! #vitamind3k2 #vitamins #vitamindeficiency #nutritiongeeks #highcortisol #immunesystemsupport #healthtok ♬ So into you – vibinsoundsss

9. Nutrition Geeks

Industry: Health

Nutrition Geeks has quickly gained traction on TikTok Shop by offering a variety of supplements and health products that appeal to wellness enthusiasts.

Strategic insights from Nutrition Geek’s strategy

• Agency collaboration: Partnering with TikTok Shop Partner agency, TikMarketing, allowed Nutrition Geeks to tailor strategies to their audience, enhancing engagement and conversions.
• In-house affiliates and content boosting: Working with in-house affiliates and boosting short video and live content increased their reach and visibility, effectively communicating their brand message.
• Audience-centric approach: By focusing on health-conscious consumers, Nutrition Geeks positioned itself as a go-to source for quality, accessible nutrition products, resonating with a loyal audience.
• Tailored product messaging: Nutrition Geeks tailors campaigns to emphasise the quality and accessibility of their supplements, resonating with their target audience.

Results

Within four months, Nutrition Geeks achieved over $2 million in sales, with 377,000 items sold and a GMV of £2.7 million in Q3. Their success underscores the effectiveness of their tailored strategies and collaborations.

@thelsmclub @Luxe Collective Live Auction- Last week our founder of The LSM Club Demi Bradshaw had the pleasure of attending the first ever pre-owned luxury live auction at @TikTok UK ♬ original sound – The LSM Club

10. Luxe Collective

Industry: Luggage & Bags

Luxe Collective is leading the way in TikTok’s pre-loved luxury market. With curated offerings and engaging content, the brand has redefined second-hand luxury shopping on TikTok Shop.

Strategic insights from Lux collective’s TikTok  strategy

• Preowned luxury integration: As one of five brands selected for the UK launch of TikTok’s ‘Preowned Luxury’ section, Luxe Collective capitalised on the growing appetite for sustainable and accessible luxury among Gen Z consumers.
• Interactive Live streams: Owner Ben Gallagher hosted a four-hour livestream showcasing 25 products, generating high viewer engagement. Their daily live sessions, where they negotiate product prices and spark bidding wars in the comments, create a dynamic shopping experience.
• Building trust through engagement: By showcasing authentic luxury fashion within the app and engaging directly with their audience, Luxe Collective built trust and excitement around ‘Pre-Loved Luxury’ on TikTok.

Results

During their inaugural live session, Luxe Collective garnered over 107,000 likes in the first two hours of their live event and established itself as a leading player in TikTok’s preowned luxury category.

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

TikTok Shop has revolutionised the e-commerce landscape by creating a seamless integration between entertainment and shopping. With over half of its users purchasing products via TikTok LIVE, and consumers making an average of 10 purchases per year on the platform TikTok Shop has become a game-changing tool for brands.

In this series of five blogs, we look at the top 25 UK brands crushing it on TikTok Shop. From creative marketing campaigns to maximising TikTok’s shoppable features, these brands represent diverse industries, each with unique strategies for success.

In this first post, we set the stage by diving into TikTok Shop’s rapid growth, its transformative impact on brands, and the method we’ve used to identify these standout brands. 

Let’s start with an overview of why TikTok Shop is reshaping e-commerce as we know it.

TikTok Shop: redefining e-commerce

When TikTok launched TikTok Shop, it aimed to merge entertainment with shopping, creating a highly engaging experience for users. This innovative approach has allowed TikTok to capitalise on its widespread popularity amongst Gen Z and younger Millennials, making it emerge as a primary shopping source for over a third of its audiences.

In the UK, TikTok Shop has rapidly become one of the most-shopped social channels, offering brands unparalleled access to a highly active audience. It’s not just the UK where this platform is thriving—TikTok Shop’s global expansion is also notable, with the US market generating $363 million in consumer spending just two months after its launch.

This blend of engaging content and seamless shopping within the app creates a unique advantage for brands. TikTok Shop’s shoppable features and live-streaming tools have made it easier for businesses to connect with their audiences in a more meaningful and interactive way.

Why TikTok Shop is a game-changer for brands

TikTok Shop offers brands a suite of tools that allow them to stand out and connect with audiences on a deeper level.

• Shoppable ads: These interactive ads simplify the shopping journey, driving conversions without disrupting the user experience.
• Affiliate and influencer collaborations: By partnering with content creators, brands can leverage authenticity, community and social proof to build trust and attract new customers.
• Native checkout: TikTok Shop’s built-in checkout system enhances user convenience, improving conversion rates and ROAS.
• Product showcases and LIVE shopping: These features allow brands to engage audiences in real-time, creating personalised shopping experiences that drive results.

By combining social proof with seamless shopping functionality, TikTok Shop empowers brands to enhance product discovery, improve conversions, and foster long-term customer loyalty.

Methodology: how we chose the top 25 brands to analyse

Identifying and analysing the top 25 UK brands on TikTok Shop required a comprehensive and data-driven approach. 

We got our data team to look into the following to select the standout performers:

• Gross Merchandise Value (GMV): We included brands with a minimum GMV of £100K in Q3 (July–September 2024).
• Category performance: The brands we picked rank in the top 10 of their shop category in Q3.
• Diverse representation: We carefully selected brands across industries to demonstrate TikTok Shop’s effectiveness across various sectors.

The success of TikTok Shop varies widely across industries and depends on factors such as price points, audience demographics, and marketing strategies.

Some of the brands we’ve featured in this series have earned recognition on TikTok through their innovative use of the platform. Some through live-streaming, and engaging content, whilst others employed exceptional affiliate partnerships. These brands each embody the best practices that drive success on TikTok Shop. 

Let’s start by taking a closer look at five standout beauty brands that have capitalised on TikTok Shop’s features to build loyal communities, trust, and achieve significant revenue milestones.

5 UK brands that are crushing it on TikTok Shop 

Let’s dive into the first five brands from our list of 25 that have mastered TikTok Shop, showcasing their innovative strategies and unique approaches.

@madebymitchell its a sad but exciting day… 🥹 #madebymitchell #blursh #tiktokmademebuyit #packwithme #mua #makeup #blush #goodbye ♬ original sound – madebymitchell

1. Made by Mitchell

Industry: Beauty & Personal Care

Made by Mitchell (MBM) has become a TikTok Shop sensation since joining the platform in 2022. Known for their authentic content and unique makeup style, MBM has managed to connect deeply with TikTok’s younger audience and the beauty community. Their viral success is largely driven by their hero product, “Blursh,” and strategic UGC campaigns.

Lessons from Made by Mitchell’s multi-million-dollar success

• Consistent and engaging shoppable live streams: Since June 2023, MBM has committed to daily TikTok Live sessions, each lasting a minimum of six hours. These sessions feature makeup tutorials, real-time order packing, and interactive Q&A segments, cultivating a sense of community, loyalty and trust among viewers.
• Rapid responsiveness and agility: As an independent brand, MBM leverages its agility to quickly adapt to trends and implement consumer feedback. This responsiveness enables the brand to implement new ideas and product offerings swiftly, maintaining relevance and excitement among its audience.
• Community-centric approach: MBM focuses on building and nurturing its community by engaging costomers before and after purchases. Exclusive TikTok Shop deals and relatable content help build loyalty and encourage word-of-mouth promotion.
• Affiliate partnerships: Collaborating with creators like @melissasjadehxrn and launching exclusive product bundles, has allowed MBM to further boost it’s visibility and drive higher sales figures. 
• Sales events: MBM’s ability to generate $1 million in sales within 24 hours during TikTok Shop’s Summer Sale highlights the power of well-planned live shopping events. Selling one product every second during a 12-hour live session showcases the impact of creating hype and urgency.

By integrating these strategies, Made by Mitchell has effectively harnessed the power of TikTok Shop to drive sales, build a dedicated community, and establish a strong brand presence both online and offline.

@alanajasminethomas £8.80 brand new juice box flavours🧃✨ @PLOUISE #plouise #plouisemakeup #plouise_makeup_academy #plouisemakeupacademy #plouisebadbtchenergy #lipoil #tiktokmademebuyit #fyp ♬ original sound – Alana

2. P. Louise makeup academy

Industry: Beauty & Personal Care

Louise Makeup Academy, founded by Paige Louise Williams in 2014, has become a leader in TikTok Shop’s beauty category, transforming live shopping in the industry. Known for bold branding, captivating tutorials, and a community-first approach, the brand has set high benchmarks for sales and audience engagement.

Lessons from P. Louise’s TikTok Shop success

• Record-breaking LIVE shopping and sales events
  Exclusive offers and high-energy livestreams generate buzz and drive high-volume sales. In July 2024, P. Louise set a UK TikTok Shop record by generating £1.6 million in just 12 hours. During the event, they sold two products every second, driven by exclusive deals and fan-favourite items like the Makeup Mystery Box and Bad B*itch Energy Lip Duo.
• Consistent live streams
  P. Louise hosts daily TikTok LIVE sessions, often lasting up to 12 hours. This builds a routine and trust amongst the audiences and encourages long-term engagement. The brand’s interactive approach enhances the overall shopping experience.
• Seamless TikTok advertising integration
  The brand utilises TikTok’s Video Shopping ads and Spark ads to create seamless customer journeys from ad to purchase; thus reducing friction in the buying process. Their ad campaigns target UK-based women aged 18-55, effectively driving engagement and conversions.
• Content creation and beauty education
  Through a mix of educational and entertaining beauty tutorials, P. Louise showcases its products in use to build trust and loyalty. This creative and value-driven content strategy resonates with TikTok’s diverse audience.
• Community-centric approach
  P. Louise actively engages its audience by incorporating customer feedback into its offerings and introducing low-cost entry points like £1 deals. This strategy builds loyalty while attracting new customers and generating word-of-mouth buzz.

@sosweetshopuk Get yours here👆🏻👆🏻 #sosweetshopuk #sosweetshop #bundles #jellysweets #fizzysweets #bluesweets #tiktokmademebuyit #sweetzone ♬ Mia – Yailin La Mas Viral

3. SoSweet

Industry: Food & Beverages

SoSweet, a family-run confectionery brand, has leveraged TikTok Shop to become a leading name in its category, consistently achieving six-figure monthly revenues. Their success is attributed to a blend of engaging live sessions, strategic partnerships, and a strong focus on delivering value to customers.

Lessons from SoSweet’s TikTok Shop success

• Personalised engagement and virality fuel success
  Direct interactions through influencers humanise the brand, building trust, emotional connect and loyalty among customers. SoSweet’s TikTok content strategy includes responding to comments, showcasing order packing, and creating entertaining videos, some of which have gone viral, helping them amass over 800,000 followers.
• Consistent and direct Live selling/consumer interactions build loyalty
  Regular live sessions with exclusive deals keep the audience engaged and encourage repeat purchases. These events create a sense of urgency and exclusivity, driving sales and encouraging brand loyalty.
• Leveraging affiliates for growth
  A network of over 20,000 affiliate creators markets SoSweet products, earning a 10% commission on sales. This strategy not only enhances brand credibility but also significantly broadens its reach, driving substantial revenue.
• Value-driven consumer-centric product offerings
  Focusing on value-driven products tailored to customer preferences boosts satisfaction and drives repeat purchases. The introduction of TikTok’s Fulfilled by TikTok (FBT) logistics solution has further streamlined SoSweet’s order fulfillment, ensuring timely deliveries and maintaining customer satisfaction.

By implementing these strategies, SoSweet has effectively utilised TikTok Shop to drive sales, engage with a broad audience, and establish a strong presence in the confectionery market.

@thelifeofmrt @Wellgard Mandy Wellness Bundle #TikTokMadeMeBuyIt #fyp #wellgard #supplementsthatwork #supplements #wellgardvitamin #wellgardvitamins #wellgardcollagenpowder #wellgardgummies #eatwithtariq #wellness #healthandwellness ♬ original sound – 𝕋𝕙𝕖𝕃𝕚𝕗𝕖𝕠𝕗𝕄𝕣𝕋

4. Wellgard

Industry: Health & Wellness 

Wellgard has emerged as a prominent direct-to-consumer wellness brand on TikTok Shop by offering high-quality health products that resonate with a health-conscious audience. The brand has achieved significant sales milestones by leveraging TikTok’s shopping features and through a combination of expert-driven content and strategic collaborations.

Lessons from Wellgard’s TikTok Shop success

• Utilise TikTok’s shoppable features
  Wellgard maximised TikTok’s in-app shopping tools, such as native checkout, to streamline the purchasing process. This approach enhanced user experience and contributed to substantial gross merchandise value (GMV) growth.
• Strategic influencer and expert collaborations
  The brand partnered with health influencers, leveraging their expertise and credibility to enhance brand trust. These collaborations made their products more relatable and authoritative to their target audience.
• Educational content strategy
  Wellgard produced informative and valuable videos addressing specific health concerns, reinforcing its authority in the wellness space and fostering customer loyalty.

By implementing these strategies, Wellgard has effectively utilised TikTok Shop to engage with a health-conscious audience, drive sales, and establish a strong presence in the wellness market.

@justnina_official Tbf i just like mixing stuff, it was my childhood obsession 😁 #lorealparis #watercream #glotion #summermakeup #foundationhack #glowyskin #glowymakeup #lumiglotion ♬ original sound – JustNina☀️🔒

5. L’Oréal Paris UK

Industry: Beauty & Personal Care

L’Oréal Paris UK has effectively leveraged TikTok Shop to enhance brand engagement and drive significant sales growth in the beauty and personal care industry. Through strategic event partnerships, creator collaborations, and trend integration, the brand has achieved remarkable success. Let’s get into it. 

Lessons from L’Oréal Paris UK’s TikTok Shop success

• Strategic event partnerships like Super Brand day
  In September 2024, L’Oréal Paris UK partnered with TikTok Shop to host the UK’s first-ever Super Brand Day. This exclusive event featured live marathon shopping sessions, product launches, and significant discounts, including the debut of the Lumi Le Liquid Blush at 60% off. Collaborations like these for exclusive events can significantly boost brand visibility and sales.
• Creative content via creator collaborations
  The brand utilised short-form videos, tutorials, and collaborations with over 1,900 creators to drive engagement. This approach resulted in more than seven million views during the Super Brand Day event, amplifying product visibility and consumer interest. Engaging a broad network of creators amplifies reach and builds authentic connections with diverse audiences.
• Innovative advertising and trend integration
  L’Oréal Paris UK successfully leveraged TikTok’s #TikTokMadeMeBuyIt trend, integrating it into their marketing strategy to build excitement and drive sales. This campaign capitalised on viral trends to enhance product appeal and consumer engagement. Incorporating popular platform trends into marketing strategies therefore can enhance consumer engagement and boost conversions.

Click here for the second, third, fourth and fifth editions; featuring Top TikTok Shop brands in the UK and their winning strategies. 

 

Ever scrolled through social media, spotted a product you loved, and wished you could buy it instantly without leaving the app? That’s the convenience shoppable ads offer. These interactive ads are thriving, revolutionising how businesses connect with consumers, and making the buying journey smoother and faster. Research shows that consumers are 15% more likely to purchase after viewing a shoppable ad compared to standard ads.

If you want a better understanding of how shoppable ads work,  we’ve broken down everything you need to know below.

What are shoppable ads?

Shoppable ads are interactive paid advertisements that allow customers to buy products directly from the ad. They bridge the gap between product discovery and purchase, making the process seamless and convenient.

Picture this: you’re scrolling through Instagram, see a pair of trainers you like, and with just a few taps, you’ve purchased them—all without leaving the app. These ads collapse the traditional shopping funnel, cutting out unnecessary steps and reducing the chances of drop-off.

For businesses, this means capturing and retaining the consumers’ attention when they’re most engaged, creating opportunities for higher conversion rates and enhanced customer experiences.

Which platforms support shoppable ads and how to make the most of them

A variety of digital ad platforms support shoppable ads, each offering unique features for social commerce.

• Meta shoppable ads

Instagram: Transforming scrolling into shopping, Instagram’s shoppable ads allow users to purchase directly from tagged posts, Stories, and Reels for a seamless experience.

Facebook: Facebook’s shoppable ads use dynamic product features to personalise the user journey, guiding audiences from discovery to checkout within their feed.

• YouTube: YouTube’s TrueView for Shopping integrates with Google Merchant Centre, enabling clickable product links beneath videos to engage viewers while they watch.
• TikTok: TikTok shoppable ads combine engaging short-form content with shoppable links, letting users explore and purchase products without leaving their entertainment hub.
• Pinterest: These ads inspire with “Shop the look” pins and creative product collections, allowing users to buy directly from their favourite boards.
• Google: Google shoppable Ads appear in search results and Google Images, connecting visually driven consumers with purchase-ready products in just a few clicks.

Selecting the right platform depends on your target audience and where they spend the most time.

The benefits 

These ads provide several key advantages for businesses and consumers

• Increased conversions: By eliminating steps in the buying process, these ads make it easier for users to purchase, leading to higher conversion rates.
• Improved customer experience: Consumers enjoy a streamlined transition from discovery to purchase, creating a hassle-free shopping journey.
• Direct social sales: With shoppers already active on platforms like Instagram and TikTok, shoppable ads meet customers where they are, thus converting their interest into action.

How to run a successful shoppable ad campaign

Running an effective shoppable ad campaign requires strategic planning and execution

• Choose the right platform: Identify the platform that aligns with your audience’s behaviour and preferences. For visually driven products, Instagram and Pinterest are ideal, while TikTok excels for trend-driven items.
• Create high-quality visuals: Use sharp, engaging images and videos that showcase your product in action or in use to grab attention and paint a picture.
• Integrate product catalogues: Ensure your product catalogue is up-to-date and easy to navigate, providing a seamless shopping experience.
• Set up tracking: Monitor key creative metrics such as click-through rates (CTR) and conversion rates to evaluate performance.
• A/B test for optimisation: Experiment and iterate with different headlines, visuals, and call-to-action buttons to determine what resonates most with your audience.

Best practices for maximising ROI with shoppable ads

To make the most of these ads, follow our proven strategies

• Target the right audience: Use demographic and behavioural targeting to reach users most likely to convert.
• Use authentic content: Incorporate user-generated content to show the product in use and to use customer testimonials to build trust and engagement.
• Optimise for mobile: With the majority of social commerce happening on mobile, ensure your ads are mobile-responsive and easy to navigate.
• Monitor and adjust: Use analytics tools to track performance and refine your approach for better results.

Measuring the success of shoppable ads

To evaluate your shoppable ad campaigns, focus on these key metrics:

• Click-through rate (CTR): A high CTR indicates that your ad is capturing the audience’s attention effectively.
• Conversion rate: Measures the percentage of users who complete a purchase after clicking the ad.
• Return on ad spend (ROAS): Tracks the revenue generated for every dollar spent, helping you gauge profitability.

These insights can guide your strategy, ensuring future campaigns are more effective.

Final thoughts

Shoppable ads are transforming the way brands connect with consumers. By streamlining the customer journey, they enable faster, more seamless shopping experiences that drive conversions and enhance customer satisfaction.

Whether you’re looking to improve social commerce or optimise your paid advertising strategy, these ads are a powerful tool to have in your arsenal. With the right platform, a compelling creative ad strategy, and continuous optimisation, these ads can deliver exceptional results to boost your business to the next level.

Start leveraging shoppable ads today and see the impact they can have on your brand’s growth.