Currys has launched its own TikTok Shop, allowing customers to discover and purchase technology directly through the social media platform as the retailer looks to reach new audiences.
The move will see the electrical retailer offer a curated selection of products across categories including health and beauty, coffee machines, seasonal appliances and audio, with shoppers able to make purchases without leaving the TikTok app.
The launch builds on Currys’ existing presence on the platform, where its content has attracted more than 10 million likes.
As part of the initiative, Currys will collaborate with content creators to showcase products and host live shopping events, offering real-time demonstrations and the opportunity for customers to purchase products directly from their feeds.
The service is initially being introduced as a trial in partnership with THG Commerce and will give Currys access to TikTok’s audience of more than 30 million monthly users in the UK.
It also represents a further expansion of the retailer’s omnichannel strategy, complementing its network of almost 300 stores across the UK and Ireland and its existing online operation.
Ed Connolly, Chief Commercial Officer at Currys, said the launch reflects changing shopping habits and the growing importance of social media as a retail channel.
“Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling,” he said.
“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 move comes as social commerce continues to gain momentum among UK consumers. According to research cited by Currys, more than half of UK online consumers have already made purchases through social media, while almost a quarter of millennials shop this way at least once a month.
TikTok has emerged as a particularly significant platform, with 44% of UK online users having made purchases directly through the app, according to figures reported by Brickweb Today last year.
THG Commerce will oversee the strategy and day-to-day management of Currys’ TikTok Shop, including trading, affiliate partnerships, content and weekly livestreams.
The company, which is an official TikTok Shop partner, said it has generated more than £44 million in gross merchandise value for its partners through its social commerce services.
Darren Rajanah, Chief Revenue Officer at THG Ingenuity, said the partnership demonstrates how the relationship between entertainment and shopping is evolving.
“For years, online shopping has been very transactional. You search, you click, you buy. What we have learned from operating on TikTok is that commerce is now an extension of entertainment and community,” he said.
“People are discovering products through creators they trust and content they connect with.”
He added that the launch was about more than simply opening another sales channel, with Currys looking to engage consumers in a different way and attract new customers into its wider retail business.
The trial marks another step in the development of social commerce within the electrical retail sector, as retailers explore new ways to demonstrate products, engage younger consumers and turn online content into sales.
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