Social media is driving footfall to Britain’s high streets and boosting retail sales, with 4.3 million people visiting an independent shop in their local area after discovering it on TikTok, according to a new report by EY and public policy research agency Public First.
Although TikTok is often seen as a Gen Z online hangout, this trend is multi-generational. One in five 45-64-year-olds say they have visited a local café or restaurant after seeing it featured on TikTok. In total, 6.1 million people have visited a local café or restaurant after discovering it on the platform.
More than 300,000 small businesses now sell through TikTok Shop, while TikTok’s LIVE shopping format has grown by 55% year on year. The platform has enabled £3.4bn in incremental sales for UK SMEs, with 84% of businesses saying TikTok has increased their sales and revenue.
Levelling the playing field for SMEs
For SMEs, particularly those with a physical retail outlet, TikTok is helping level the playing field against larger retailers that are increasingly the only businesses able to afford a significant high street presence. For consumers, this can also mean a more diverse and interesting high street, rather than one dominated by the same retailers found in towns and cities across the UK.
Malik Butchers, a family-run halal butcher based in Wolverhampton, is one example of a small business whose success on TikTok has strengthened physical sales. Run by brothers Manny and Adnaan Malik, the business has amassed millions of views on TikTok, with customers travelling to the store from across the UK. Founded in 1970 by their grandfather, the company is now preparing to open a second store in Stoke.
“TikTok Shop has transformed our business”
Founders Manny and Adnaan Malik said: “What began as a local butcher’s shop in Wolverhampton has grown into a nationally recognised brand, and that simply wouldn’t have been possible without the exposure we’ve gained through the platform. TikTok Shop has transformed our business. It’s enabled us to consistently achieve weekly sales of more than £10,000 while introducing halal meat to a completely new audience.
“Being one of the first halal butchers on the platform has been incredibly exciting, and we’re proud to be part of a movement that’s changing the way people discover and shop for food. Our journey shows what’s possible for small businesses across the UK. If you have a great product and you’re willing to embrace innovation, there are huge opportunities to grow.”
Bringing this trend to life, TikTok will host its first TikTok Market on 14 July, a pop-up marketplace in London’s Covent Garden showcasing 20 small retailers from across the UK that have found success on the platform.
As concerns persist about the future of Britain’s high streets, TikTok’s growing influence suggests social commerce is doing more than simply driving online sales – it is helping shoppers discover and support local businesses on high streets and in the real world too.
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