Currys has launched its own TikTok Shop, giving customers a new way to discover and purchase products including coffee machines, health and beauty appliances and seasonal gifts directly through the social media platform.
The retailer is expanding its online presence with a curated range of products spanning several categories, including coffee, health and beauty, seasonal appliances and audio, all available to purchase without leaving the TikTok app.
The launch builds on Currys’ existing success on the platform, where its content has attracted more than 10 million likes, and will see the retailer work with content creators to showcase products to new audiences.
Currys will also host live shopping events, featuring real-time product demonstrations and the opportunity for viewers to purchase products directly from their feeds.
Initially launching as a trial in partnership with THG Commerce, the initiative will give Currys access to TikTok’s audience of more than 30 million monthly users in the UK.
The move comes as social media increasingly influences how consumers discover and purchase products, particularly among younger shoppers.
According to research cited by Currys, more than half of UK online consumers have already purchased products through social media, while almost a quarter of millennials do so at least once a month.
TikTok is playing a significant role in this shift, with 44% of UK online users having made purchases directly through the platform, according to figures reported by Brickweb Today last year.
For the housewares and small domestic appliance sectors, the growth of social commerce presents another opportunity for brands and retailers to showcase products in action, particularly in categories such as coffee preparation, kitchen appliances and gifting, where demonstrations can help bring products to life.
Ed Connolly, Chief Commercial Officer at Currys, said the retailer was responding to the changing ways consumers shop.
“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.”
THG Commerce will manage the strategy and day-to-day operation of Currys’ TikTok Shop, including trading, affiliate partnerships, content creation and weekly livestreams.
As an official TikTok Shop partner, the company has already generated more than £44 million in gross merchandise value for its partners, offering services ranging from storefront management and content creation to fulfilment and customer support.
Darren Rajanah, Chief Revenue Officer at THG Ingenuity, said the partnership reflects a wider change in consumer shopping habits.
“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 partnership would allow Currys to engage with consumers in new ways, rather than simply opening another sales channel.
The launch highlights the growing importance of social commerce for retailers and suppliers, particularly as platforms such as TikTok increasingly combine product discovery, entertainment and purchasing in one place.
With kitchen gadgets, coffee machines and other small domestic appliances well suited to video demonstrations, the development could offer further opportunities for housewares brands looking to reach consumers beyond traditional retail channels.
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