Currys has launched on TikTok Shop in a move that gives the electrical retailer another route to reach the platform’s more than 30 million monthly UK users, while allowing customers to discover and buy products without leaving the app.
The launch, initially being run as a trial, marks an expansion of Currys’ existing presence on TikTok and forms part of the retailer’s wider omnichannel strategy.
Currys’ TikTok Shop will offer a curated selection of products across audio, coffee, health and beauty, and seasonal products. Customers will be able to purchase directly through the social media app, with the retailer also planning creator-led content and live shopping events featuring real-time product demonstrations.
Currys will also stage TikTok Live shopping events, combining product demonstrations with the ability to purchase directly from the customer’s feed.
The move builds on an established audience for Currys on the platform. Its TikTok account has already generated more than 10 million likes, giving the retailer an existing base from which to develop its TikTok Shop operation and introduce products to new audiences.
According to figures cited in the launch announcement, more than half of UK online consumers have already purchased through social media, while almost a quarter of millennials do so at least once a month.
“Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling,” said Ed Connolly, Chief Commercial Officer at Currys. “Launching on TikTok Shop feels like a natural next step, given our strong presence on social. As the UK’s leading omnichannel tech retailer, we now offer customers more ways than ever to discover and buy the tech they love, whether that’s in one of our almost 300 stores, on our website, or now, directly through TikTok Shop.”
The retail giant is working with THG Commerce on the trial. The company will provide the retailer with strategy and trading support, shop management, weekly live streams and affiliate management.
As an official TikTok Shop partner, THG said it has generated more than £44m in gross merchandise value (GMV) for its partners. Its service covers areas including storefront creation and compliance, content production, fulfilment and customer services.
For Currys, the TikTok Shop launch provides another digital sales channel while complementing its existing store and online estate.
It also highlights the growing overlap between social media, product discovery and electrical retail, with retailers increasingly looking beyond traditional websites and marketplaces to reach consumers where they are already spending time.
