"Marks & Spencer recently announced that it would start selling some of its beauty range through TikTok. It's a no-brainer for the retailer: a beauty product is sold every second on TikTok Shop, and 25% of Britons say they will use it to buy their Christmas goodies. If you haven't bought something that way, picture a cross between Amazon and QVC. There is everything from books and clothes to groceries and beauty products."
"The items you see are personalised, shaped by the all-powerful algorithm. I'm trying not to be offended at how often it suggests I buy serums that are like botox in a bottle. TikTok's struggles in the US are well documented, but in the UK it is booming. We have the most users in Europe, with more than 30 million people using the app each month."
TikTok Shop has become a powerful retail channel in the UK, where a beauty product is sold every second and one-quarter of Britons plan to use it for Christmas shopping. The platform blends features of Amazon and QVC with personalised recommendations, constant deals, and urgency-driven prompts. TikTok usage in the UK exceeds 30 million monthly users, supporting celebrity events and creator awards with livestream partnerships. Influencer content drives visibility and sales, while some political figures and official government accounts remain underrepresented or inactive on the platform.
Read at www.theguardian.com
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