TikTok’s UK users can now buy fresh food through its shop. Pasta Evangelists, The Fish Society and The Veg Box Company are among the retailers that have launched on the social media platform’s shop this week.
The launch comes at a time when views of the platform’s #FoodTok have passed 26bn. Both well-known and amateur chefs alike are sharing their food content on the platform, and TikTok says it has seen some of the biggest viral food trends over the past year start on its website. Recent TikTok trends have also included beauty and book recommendations from video creators.
Patrick Nommensen, senior director, ecommerce operations at TikTok, says: “TikTok has made it easier than ever for food brands and creators to be discovered, and we have an active community of food lovers on the platform. Enabling fresh food brands and creators to sell directly to our community through a seamless transaction on TikTok Shop is a logical next step. There will also be a huge opportunity for new food brands looking for a springboard to market, and I am excited to see more fresh products available on the platform.”
Shoppers who download the TikTok app can complete their purchase entirely through retailers’ TikTok Shop pages. Retailers and brands can also opt to work with TikTok creators to run live events offering discounts alongside content. Merchants then fulfil orders directly.
The start of fresh food sales is being marked by a week of food-related live events on the site, featuring brands from my protein to bakedincakes.
Finn Lagun, co-founder and chief marketing officer at Pasta Evangelists, says: “We were early innovators in bringing fresh, artisan pasta to people at home and now we’re going to be one of the the first fresh food brands in the UK to be sold through TikTok. It’s an exciting opportunity to change the face of modern retail, all whilst delivering people delicious fresh pasta.”