With Black Friday and Christmas around the corner, Currys has its own storefront on TikTok Shop where consumers can buy tech directly from the platform.
Currys has launched on TikTok Shop offering customers another way to discover and purchase tech.
Currys TikTok Shop will showcase a range of products from health and beauty tech to coffee machines to seasonal and audio tech and will be available for purchase without the audience needing to leave the app.
The retailer will be posting content featuring its products through livestreams, videos, and creator content.
Currys’ TikTok page has over 12 million likes, 380,00 followers, and has already sold over 1,300 products through the platform since it launched last week.
There are over 30 million monthly UK TikTok users, which Curry’s is hoping to take advantage of using an omnichannel model, spanning across around 300 stores in the UK and Ireland, as well as on its website.
Ed Connolly, chief commercial officer at Currys said: “Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling. 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.”
As consumer behaviour evolves, social media has become a key marketplace for brands. Over half of online consumers in the UK have used social media to make a purchase, with millennials doing so at least once a month.
And TikTok is at the forefront of this, according Brickweb Today research. As much as 44% of UK online users have made purchases directly on the platform.
The strategy for the launch will be managed by THG Commerce, as well as the shop management, weekly livestreams, and affiliate management for the storefront.
Darren Rajanah, chief revenue officer at THG Ingenuity, said: “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.
“People are discovering products through creators they trust and content they connect with. For a household name like Currys, this isn’t just about opening a new sales channel, it’s about joining a new kind of conversation with their consumers and bringing new customers into the Currys ecosystem. We are thrilled to be partnering with Currys.”
