TikTok Shop has launched Shop Local, a £750k support scheme designed to help British small and medium-sized businesses (SMBs).
Fronted by conservationist Jimmy Doherty, the scheme will help British businesses producing local products find new customers and create new sales opportunities by using the platform’s “discovery commerce” model.
The model involves shoppers finding and buying products organically through videos, live streams and creators without leaving the app.
The launch follows research commissioned by TikTok Shop that found 83% of people would be more likely to buy British produce if it was more widely available. Additionally, 75% said they preferred locally sourced products to imports.
Despite this, 52% of SMBs said running a business was harder today than a year ago, with 29% citing difficulty attracting new customers as their biggest challenge.
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Doherty will work alongside TikTok Shop to select five British businesses who will each receive a dedicated support package worth over £150,000.
It will include guidance from TikTok Shop experts to get started on the platform, mentorship for staff on how to grow sales, and training on how to sell via TikTok Shop Live.
Additionally, it will feature subsidised marketing support to help promote their products, featured promotion across TikTok Shop, introductions to TikTok creators and help with getting orders to shoppers, and PR and marketing support to promote their business off-platform.
Head of TikTok Shop UK Jan Wilk said: “We know that the current economic climate can be challenging for small British businesses, with many experiencing a mixed financial picture. But unlike other digital shopping platforms, TikTok Shop is based on discovery commerce.
‘Smaller businesses don’t need huge followings or big budgets to be seen – if you have a great British product, the For You Feed is your place to shine and find viral success, with your products and businesses able to be discovered by millions.
“It can be a lifeline to some – and we think the Shop Local scheme, with the support of Jimmy and Jimmy’s Farm, will help our British businesses find great success on TikTok Shop.”
British businesses focused on selling locally produced goods of all types are eligible to apply to the scheme, as long as they aren’t currently trading on TikTok Shop and have less than 250 employees.
To enter, they need to create and share a TikTok video demonstrating their offering to their local community, including the #ShopLocalComp hashtag and tagging @TikTokShop_UK between 14 October and 13 November.
In September, Asda launched its first charity TikTok Shop, designed to raise awareness and funds for Breast Cancer Awareness Month.
Earlier this year, Lidl also became the first supermarket to sell directly through TikTok Shop.
