With TikTok already predicting a bumper Christmas for its UK retail platform, it’s just announced record-breaking sales for Black Friday (29 November), “marking its biggest ever UK sales event to date”. 

On the day, TikTok Shop UK achieved unprecedented 179% year-on-year growth in revenue and the platform also saw a 131% year-on-year increase in the number of shoppers turning to TikTok Shop to get discounts from brands and creators, including luxury resale platform Luxe Collective.

“This remarkable triple-digit growth highlights how TikTok Shop is revolutionising shopping with its innovative and engaging shopping experience”, it said.

The growth was partly driven by a surge in Live shopping, which enables sellers and shoppers to interact in real time. During the wider Black Friday period (25 November-2 December) it saw on average over 6,000 Live shopping sessions a day in the UK.

It also noted that over 95% of all purchases made on TikTok Shop during the campaign were from small and medium businesses, with Beauty, Home & Living and Fashion the best-selling categories.

Jan Wilk, Head of Operations at TikTok Shop UK, said: “The incredible surge in sales during the Black Friday week highlights the transformative power of Live shopping, which brings the experience of interacting with sellers in real time, just like in-store shopping but from the comfort of home.”