TikTok Shop launches £750k scheme for local sellers

TikTok Shop has today announced the launch of Shop Local, a support scheme to help British SMEs harvest demand for homegrown goods by using the platform to reach new audiences.

The social media platform has become a go-to for SMEs with its easy to use features and the simple draw that it is currently growing four times faster than the overall ecommerce market.

However, this latest bid to attract businesses sees the social media behemoth focussing on connecting them to their local customer base; and reflects a growing desire by Britons to support the businesses on their doorsteps.

What is the ‘Shop Local’ support scheme?

The scheme will see five local British businesses receive a support package worth £150,000 to get them up and running on TikTok Shop.

It includes hands-on guidance from TikTok Shop experts to get started on the platform; mentorship for staff members on how to grow sales on TiKTok Shop and also training for the whole business on how to sell through TikTok LIVE.

The winners will also get subsidised marketing support to get their products to the right audience; and Featured promotion across TikTok Shop to increase their reach.

The scheme, which is being fronted by farmer, conservationist and TikTok star Jimmy Doherty, includes “introductions to TikTok creator” but also, interestingly, “PR and marketing support from TikTok to promote their business off-platform”.

Timely support

The scheme – which will no doubt be hotly contested – comes at a time when TikTok is reporting an increased desire by British customers to support their local businesses.

According to data from Research Without Barriers 83% of UK adults would be more likely to buy British produce if it was more widely available. Three in four (75%) of respondents said that they prefer locally sourced products over imports.

TikTok is hoping to tap into this swell of support by showing businesses how to use its platform to connect with – and retain – customers.

Jan Wilk, Head of TikTok Shop UK, said: “We know that the current economic climate can be challenging for small British businesses, with many experiencing a mixed financial picture.

“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.”

How to get involved?

To put themselves forward, SMEs must be a British business; and selling locally produced goods. There is no stipulation as to what these goods must be.

However, businesses cannot already be trading on TikTok Shop and must have less than 250 employees.

To enter, the business just needs to “create and share a TikTok video demonstrating their offering to their local community, which includes the #ShopLocalComp hashtag and tagging @TikTokShop_UK, between October 14 and November 13”, explains TikTok.

The social media platform adds that the winners will be contacted by December 12.

With all marketing, watching what lands views and translates to sales is essential; and this is easy even without a hefty financial pot from TikTok.

For the businesses that don’t get selected, we have guides on how to get started with your TikTok marketing; including how to set up an account; what to post, and what metrics to watch.