TikTok’s rise from a viral video app to a major eCommerce force has been fast and game-changing. With the launch of TikTok Shop, the gap between entertainment and online shopping has practically disappeared - and for eCommerce brands in the UK, this presents a powerful opportunity.
If you’re serious about scaling your DTC store, TikTok Shop should no longer be an experiment, it needs to be part of your growth engine. Here's why:
The TikTok Shop Advantage for UK Brands
TikTok attracts over 1 billion active users worldwide, and the UK audience is among the most engaged. Nearly 44% of UK users are aged 18–24, and 57% are female, the exact audience driving many eCommerce trends today. While this is the platform’s largest demographic, it’s important to note that TikTok’s user base is becoming increasingly diverse, with a growing number of older users actively engaging with content and brands.
Key data points that UK brands can’t afford to ignore:
- 79% of UK users have discovered new brands while using TikTok.
- 54% have made a purchase directly through the platform.
With TikTok Shop, consumers can browse, engage, and purchase without ever leaving the app. This fully integrated shopping experience reduces friction and drives higher conversions.
Algorithm-Driven Discovery That Converts
Unlike traditional eCommerce channels, TikTok’s algorithm learns what users want in real-time and surfaces highly relevant products. This means your brand’s content is delivered to shoppers who are actively interested in what you offer.
Consider this:
- TikTok users are 1.5x more likely to convert than users on other platforms.
- 37% of TikTok shoppers are ready to purchase immediately after discovering a product.
The viral nature of TikTok content also means one great video can create outsized sales spikes, turning visibility into revenue fast.
Authentic Creator Partnerships That Drive Sales
TikTok’s creator community offers a new kind of influencer marketing - one grounded in authenticity rather than polished perfection. Shoppers trust creators who share genuine product experiences, and that trust translates into action. What sets TikTok apart is its affiliate centre, which gives brands access to performance data for every creator. This transparency reduces risk and enables smarter, data-driven partnerships - without the need for costly third-party tools often required on other platforms. Drawing on our team’s decades of experience in affiliate and influencer marketing, we match your brand with the right creators, analysing performance metrics to identify proven sellers, and craft tailored outreach that gets responses.
For eCommerce brands, working with micro and mid-tier creators allows you to:
- Build real connections with target audiences.
- Generate high-converting content from product demos, reviews, and tutorials.
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Benefit from more affordable influencer partnerships thanks to TikTok’s integrated affiliate tools.
TikTok also gives brands access to creator data and performance metrics, allowing for data-backed partnerships that scale efficiently.
UGC: Content That Fuels Omnichannel Growth
Every piece of creator content doesn’t just live inside TikTok. With the right permissions, this creator-generated content can power your entire marketing mix:
- Paid ads across TikTok, Meta, Pinterest, and Google.
- Product pages that feature authentic customer experiences.
- Email campaigns that convert browsers into buyers.
This ongoing flow of user-generated content gives eCommerce brands a rich creative library that can fuel growth across multiple sales channels.
TikTok: The New Product Search Engine for Gen Z
For younger shoppers, TikTok is already replacing Google as their search tool of choice when researching products. If your brand isn’t visible on TikTok, you risk missing out on a key stage of the customer buying journey - especially for Gen Z and younger millennials who expect product discovery to happen inside social apps.
Case Study: Lazy Tan’s Rapid TikTok Growth
One of Velstar’s standout TikTok Shop success stories is Lazy Tan, a UK beauty brand that launched with zero TikTok presence in a highly competitive tanning market.
The Starting Point
Lazy Tan entered a saturated category with no audience or awareness on TikTok.
The Strategy
Velstar designed a two-track growth plan:
- Influencer-Led Affiliate Programme: We seeded products with TikTok creators, incentivising them through commission-based rewards.
- Paid TikTok Ads: We amplified top-performing creator content with targeted paid campaigns designed to convert directly within the platform.
The Results (Within 3 Months)
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60x revenue growth for the business as a whole.
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Paid ads generated a 9,116% increase in revenue from month 1 to month 3, with ROAS at 6:1.
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Tik Tok Affiliate sales drove a 5,800% revenue uplift from month 1 to month 3.
- Over 500 pieces of high-performing creator content were produced for reuse across channels.
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Thousands of creator collaborations via TikTok LIVE, shoppable content, and product showcases.
- Industry buzz: TikTok themselves provided ad support, and major media outlets took notice.
Lazy Tan’s rapid growth proves that TikTok Shop can transform a brand’s eCommerce performance in a matter of months.
How Velstar Helps UK Brands Scale on TikTok Shop
At Velstar, we specialise in building full-funnel TikTok Shop ecosystems that drive real revenue growth. We combine eCommerce expertise, creator strategy, and performance media to help brands dominate on TikTok.
Our TikTok Shop services include:
- Account setup and full platform management.
- Trademark and copy-cat brand management.
- Affiliate and gifting programmes.
- Paid TikTok ad strategy and campaign execution.
- UGC sourcing and ongoing creative optimisation.
- Performance reporting and CRO.
With our hands-on approach and deep platform expertise, we help brands turn TikTok creators into sales drivers and TikTok Shop into a major revenue stream.
Ready to unlock TikTok Shop for your eCommerce business? Get in touch and let’s start building your success story today.
