Nora Zukauskaite of TikTok Shop UK gives advice on tactics for being discovered on the platform, as part of the newly published RetailX Social Media Masters 2025 Report.
Some four years on from its foundation, TikTok Shop UK is growing fast as retailers and brands discover new ways of selling to highly-engaged audiences. TikTok Shop UK integrated marketing director Nora Zukauskaite says the platform is: “in the hyper growth stage, with triple digital growth year-on-year,” while the number of brands selling on it has doubled over the last year.
A 2024 TikTok/Retail Economics report projected that social commerce in the UK would double to more than £16bn in 2028, from £7.4bn in 2024, with social accounting for 10% of the online commerce market (6% in 2024).So how do retailers best claim their share of that prize, following in the steps of small businesses such as luxury pre-loved specialist Luxe Collective, which hit US$2.5mn in sales on TikTok Shop in its first year on the platform?
Zukauskaite says success on what she terms a “discovery” – rather than social media – platform is down to embracing the three Cs of community, content and creators. Building a community, she says, helps to foster both loyalty and engagement, while having a large variety of high-quality content helps to boost brand visibility. On TikTok, shoppable content includes video and live shopping sessions, where potential customers can get answers to their questions, building trust.
TikTok expects live shopping to become more mainstream in the UK in 2025, pointing to more than 6k live shopping sessions that currently take place on TikTok Shop UK every day. In 2024, record-breaking live shopping sessions saw brands turn over millions in 12-hour sessions. Makeup brand P Louise, for example, turned over US$2mn in an event last July. “These events bring the joy and immersive experience back to shopping,” says Zukauskaite. “They are super entertaining to watch.”
Collaborating with creators is popular with app users, she adds, noting that 71% of TikTok app users find creator content more authentic and that 75% buy from the content that creators generate. “Their advocacy and personal experience with a product helps to tell the story more authentically,” she says.
When planning live events, she counsels advertising the live event in advance so that it is busy from the start. She encourages brands to think about selling new or exclusive products or bundles. Price, presenter and pacing are also important.
Brands who sell on TikTok Shop UK can choose to enable all creators to promote the brand or can take a more targeted approach. A further option is to work with creator agency partners or affiliate partners. Once brands start selling on the platform, they can see how content performs through the TikTok Seller Centre, while the Seller Academy education platform has a bank of information about selling.
TikTok Shop was the fastest growing online sales platform in the UK in 2024, says Zukauskaite. “The opportunity for brands and small businesses on the platform is unparalleled. I would encourage all businesses to give TikTok Shop a go or risk losing out on a huge customer base who are enjoying TikTok Shop’s unique discovery model.”
This interview first appeared in the new RetailX Social Media Masters 2025 Report. The report explores how and where brands are collaborating with creators and utilising social media platforms like Instagram, TikTok, and Pinterest. It also provides insights the best ways to measure results such as views and likes. Our report also explores strategies for building engagement and Social Media Value (SMV).
Booking.com, Cineworld, Joolz, Lastminute.com and Unilever are also profiled.
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