More than 300,000 UK small businesses are now selling through TikTok Shop, the company has confirmed.
TikTok Shop said the number of new sellers joining had increased 200 per cent year on year, while sales generated through TikTok Shop Live sessions rose 55 per cent.
More than 6,000 live shopping broadcasts now take place on the platform in the UK each day.
TikTok Shop said independent retailers were increasingly using live commerce to reach shoppers beyond their local communities, answer product questions in real time and build direct relationships with customers.
TikTok Shop hails ‘halo effect’
The platform claimed that strong sales and visibility on TikTok Shop were also helping brands grow through other retail channels.
It has dubbed the trend the “TikTok Shop halo effect”, where success on the app leads to increased demand, wholesale partnerships, listings with larger retailers and expansion into physical stores or new product categories.
TikTok Shop UK head Jan Wilk said: “Reaching 300,000 UK small businesses on TikTok Shop is a huge milestone and it shows the scale of opportunity, whether you’re an established retailer or a founder making your very first sale.”
He added that momentum on the platform was helping brands attract new customers and increase sales both on and off the app.
Research from Savvy’s May 2026 Shopper Panel found that 57 per cent of Gen Z and millennial shoppers enjoyed watching live shopping events.
Independent brands turn to live commerce
London-based L’ERA Jewellery is among the small businesses using the platform to accelerate its growth.
The family-run jewellery brand was founded in 2023 by mother-and-daughter duo Lara Sofia-Mar and Angèle Sofia and specialises in sterling silver, gold vermeil and lab-grown diamond products.
The business generated six-figure sales through TikTok Shop Live in 2025 and now hosts four live shopping sessions each week.
L’ERA Jewellery co-founder Angèle Sofia said the format allowed the company to share its story and provide customers with information that could be missed in a standard product listing.
“Through the live conversation with our customers, TikTok Shop has completely changed the pace at which we’ve been able to grow,” she said.
Other businesses benefiting from live commerce include Rose & Caramel, which has grown from a kitchen-based tanning brand into a multimillion-pound business stocked by Boots, Asos and Beauty Bay.
Lancashire-based The Veg Box Company has also used TikTok Shop to sell fresh produce from local farms directly to customers and claims to be the first fruit and vegetable business on the platform.
Glow For It founder Daisy Kelly said TikTok Shop had “categorically changed the trajectory” of her business after it generated £100,000 in sales during a single live shopping event.
Meanwhile, Malik Butchers owner Manny Malik said a recent three-hour broadcast generated £8,000 in meat sales, an amount he said would typically take three to four days to achieve in his high street shop.
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