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First Look: Inside TikTok Shop ‘IRL’ Oxford Street pop-up

TikTok has opened its doors to its first-ever bricks and mortar pop-up shop on Oxford Street, London.

The space, which is not open to the public but is open to existing and prospective merchants and creators, from 30th June to 6 July, focuses on technology, home & living and book product categories.

InternetRetailing checks out the space to see what’s on offer.

On the back of research by the social media platform revealed that 50% of TikTok users have bought something after watching a TikTok Live, the space allows merchants and customers to host live streams from the venue.

The space also features a raft of products from brands including Swan,, Nothing and Xiaomiuk. QR codes are also provided allowing curators to earn commission when customers buy from the TikTok Live Stream.

Through this pop-up shop, creators will also have the opportunity to meet TikTok experts to learn all about the power of social selling and how businesses can tap into the online community and trends like #BookTok and #TechTok.

“TikTok’s community has created a brand new era of social commerce opportunities, where a single piece of content can quickly go viral and create both demand and opportunity,” TikTok general manager of ecommerce, Patrick Nommensen said.

“We’ve seen merchants and creators transform their businesses and their lives in a way that would be impossible on any other platform.

“Our community can now discover and buy everything from a new coffee machine to the latest drone, or their favourite #BookTok best seller, all without leaving the platform. Through this exciting pop-up shop on the iconic Oxford Street, we hope to shine a light on the opportunities available for merchants and creators to be discovered and thrive on the platform.”

Find out more about how TikTok is becoming one the leading social sites for fashion marketing, influence and sales in the 2023 RetailX Europe Fashion report, click here to download.

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