16.01.25 4 min read

25 UK brands dominating TikTok Shop—a strategic deep dive: fourth of a 5-part series

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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.

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