Introduction

TikTok is no longer just a platform for viral dances and trending sounds, it's quickly becoming one of the most powerful tools for online shopping. With over 1 billion monthly active users and an innovative in-app shopping feature, TikTok Shop is disrupting traditional e-commerce. Whether you're a small brand or an established seller, understanding how to sell on TikTok, how to set up a storefront, and how to drive real sales is crucial in 2025.
In this guide, we'll walk you through everything you need to know, from how TikTok Shop works to setting up influencer campaigns and advertising strategies. Whether you’re wondering how to create a TikTok Shop, join the TikTok Affiliate Programme, or become a TikTok Shop seller UK, this post has you covered.

How does TikTok Shop work?

TikTok Shop is an integrated shopping solution that allows users to discover and purchase products directly within the TikTok app. Sellers can upload product listings to their TikTok storefront, tag items in videos or live streams, and let customers check out without ever leaving the app. This frictionless experience bridges content and commerce, turning engagement into conversion.
For users in the UK, TikTok Shop supports domestic shipping, promotional tools, and integrations with tools like Shopify and WooCommerce. Sellers can choose to fulfil orders themselves or partner with third-party logistics providers. It’s also worth noting that how TikTok Shop works is continually evolving, with regular feature updates and deeper integrations into the creator economy.

How to start a TikTok Shop

If you're wondering how to open a TikTok Shop, no worries it’s easier than you think. Here’s a step-by-step breakdown on how to create a TikTok Shop.

1. Register as a seller on the TikTok Shop Seller Center.
2. Upload business documents (for companies) or identification (for individuals).
3. Set up your shop profile, including banners, descriptions, and policies.
4. Add product listings with images, videos, prices, and shipping details.
5. Link your TikTok account to tag products in content.

This process typically takes less than 48 hours. Once live, you can start creating shoppable content and connect your storefront to your TikTok videos and livestreams.

How to sell on TikTok and TikTok Shop UK

If you want to know how to sell on TikTok or more specifically, how to sell in TikTok Shop UK, the key is combining engaging content with strategic product placement. Sellers have a variety of content formats to leverage:

• In-feed videos: Tag products directly in trending content.
• Live streams: Interact with viewers in real-time and showcase products.
• Creator collaborations: Partner with influencers to review or demonstrate your products.
• Paid ads: Drive visibility with performance-focused campaigns.

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British brands are already seeing success across various categories—from beauty to fresh food. TikTok’s algorithm rewards authenticity, so sellers should focus on storytelling and entertainment over traditional product pitching.

Why TikTok Shop is the future of e-commerce sellers

TikTok Shop is uniquely positioned at the intersection of discovery, entertainment, and shopping. According to Shopify, the integration of commerce into TikTok’s content ecosystem has resulted in higher engagement, improved ROI, and faster customer acquisition.

In March 2025, TikTok Shop expanded into France, Germany, and Italy, marking a pivotal moment in its European growth strategy. This expansion reflects TikTok’s broader ambition to become a dominant force in social commerce across the continent. For influencer marketers, the move unlocks new opportunities to collaborate with brands and creators in local markets, diversifying content and monetisation strategies.

Early signs are promising. Fashion and beauty brands in these new regions report higher sales conversions and video engagement, proving the model is replicable beyond the UK. For example, Garnier held their first Super Brand Day in April 2025, with a creator-first approach, LIVE shopping, and special bundles. Among others, it’s worth mentioning that they reached 242% of their LIVE shopping sales target.

Furthermore, changing grocery shopping habits in the UK demonstrate TikTok Shop’s impact across verticals. Shoppers now buy ready meals, produce, and pantry staples via short-form content. Retailers like The Veg Box Company have seen a surge in orders by using viral food content and creator partnerships to promote fresh goods—blurring the line between entertainment and everyday purchases.

The TikTok affiliate program

Another lucrative option for sellers is joining the TikTok Affiliate Programme. This programme connects brands with a network of TikTok creators who earn commission for promoting products.
Here’s how it works:

1. Sellers list their products on the TikTok Affiliate Marketplace.
2. Creators apply to promote products they align with.
3. Commission is paid based on conversions tracked via product links or video tags.

This approach lets brands scale quickly, reaching hundreds of micro and macro influencers without managing each relationship individually. UK sellers are increasingly turning to affiliate marketing as a cost-effective growth tactic, especially in saturated markets.

How to run influencer campaigns on TikTok

TikTok thrives on creator culture, making influencer campaigns one of the most effective ways to sell. Whether you’re a TikTok Shop seller in the UK or just launching your first product, working with influencers boosts trust, visibility, and conversions.

Here are best practices for a successful campaign:

• Partner with niche creators who align with your audience (not just those with large followings).
• Encourage authentic storytelling rather than scripted product placements.
• Use the Creator Marketplace to discover talent and manage outreach.
• Incentivise performance, either through affiliate commissions or campaign bonuses.
  One notable example is E.l.f. Cosmetics, which leveraged a combination of branded challenges and creator-led content to sell directly through TikTok Shop. E.l.f. Cosmetics was the first brand featured in TikTok Shop’s Super Brand Day sales event.
  The beauty retailer Space NK is thought to have achieved + 90% more cost-efficient CPA and over 3x higher ROAS by leveraging TikTok shop features.
  When BioRevive joined TikTok Shop, it was a game-changer for the business. Today, @bioreviveofficial has 22.6K engaged followers on TikTok, with a 140 % increase in orders, a 97% increase in page views, and 107% account growth, as their success story shows.

TikTok advertising: paid growth for sellers

Organic reach on TikTok can be powerful—but combining it with TikTok Ads can exponentially grow your storefront. TikTok’s ad platform offers robust targeting based on interests, behaviours, and even creator affinities.

Ad types include:

• In-feed ads: Seamlessly integrated into users' feeds.
• Top view ads: Appear when the app opens for maximum impact.
• Branded hashtag challenges: Encourage user-generated content.
• Spark ads: Boost organic videos from your own account or creators.

These tools make it easier than ever to promote your TikTok storefront and turn scrolls into sales. With built-in analytics and retargeting capabilities, TikTok Ads are increasingly being adopted by both DTC startups and enterprise retailers.