TikTok Shop Reaches 300,000 Small Businesses in the United Kingdom
The number of small businesses selling through TikTok Shop in the United Kingdom has exceeded 300,000. While the platform did not disclose the total number of sellers in the country, it reported that new seller sign-ups increased by 200% year over year. The announced data highlighted the growth of the social commerce model in the country, where content creation, livestreaming, and e-commerce sales are combined within the same structure.
TikTok Shop Increases the Number of Small Businesses to 300,000
TikTok Shop, which launched its shopping feature in the United Kingdom at the end of 2021, initially failed to attract the expected level of interest from British consumers and postponed its expansion plans for other markets. However, the company’s revenue in the country increased by 180% in 2024. At the end of the same year, it was announced that more than 200,000 businesses were active sellers on the platform.
In order to reach more small and medium-sized businesses, the company launched the “Shop Local” program in the United Kingdom in 2025. Under the program, a total of £150,000 in support was provided to five selected businesses. Following the initiative, the increase in the participation of local sellers on the platform continued.
Jan Wilk, Head of Operations in the United Kingdom, described TikTok Shop’s achievement of reaching 300,000 small businesses as an important milestone. Wilk stated that this figure demonstrates the scale of the opportunities available on the platform for both established retailers and entrepreneurs trying to make their first sale.
Livestream Shopping Sales Increased by 55%
Alongside the increase in the number of sellers, sales generated through livestream shopping also rose by 55% year over year. More than 6,000 livestream shopping broadcasts are held every day in the United Kingdom. Independent retailers use these broadcasts to reach consumers beyond their local customer base, answer product-related questions, and build direct relationships with customers.
According to data shared by the platform, TikTok Shop contributed to increasing the revenue of British small and medium-sized businesses by a total of £3.4 billion in 2025. A total of 84% of businesses using TikTok reported that the platform helped increase sales and revenue, while 28% stated that they hired new employees as a result of their activities on the platform.
Digital Visibility Extends to Other Sales Channels
TikTok Shop states that sales and visibility on the platform also support brands’ growth across other channels, referring to this situation as the “halo effect.” It was stated that this effect contributed to wholesale partnerships, product listings at major retailers, physical stores, and expansion into new product categories. With its structure combining livestreaming, content creators, and product sales, TikTok Shop enables small businesses in the United Kingdom to reach broader customer audiences through their digital retail activities.