M&S joins TikTok Shop
M&S has joined TikTok Shop as it looks to connect with younger audiences who are discovering brands through creators and short-form video.
The official M&S TikTok Shop is also part of the retailer’s plans to widen its appeal and make it easier for customers to “shop whenever, wherever and however they like”.
Initially running as a pilot, the shop will offer a choice of beauty products, including the retailer’s £6 Apothecary Hand Lotion and Skinkind range.
M&S will partner with TikTok creators and share behind-the-scenes content, bringing product stories to life through tutorials, reviews and styling inspiration. Exclusive bundles and TikTok Shop only promotions will also be available.
Subscribe to TRBIn addition, the retailer will trial TikTok live shopping sessions, hosting live beauty demos and styling sessions that let customers see products in action and ask questions in real time.
Sharry Cramond, fashion, home & beauty marketing director at M&S, said: “Our TikTok Shop supercharges the buzz we have on the platform by bringing the magic of M&S into a space where people love discovering new products – making it even easier for fans to shop their favourites while bringing our quality, style and value to new audiences.
“It’s the latest step in our social-first, product-led strategy – meeting customers where they are and putting product right at the heart of our marketing.”
The move comes as M&S is capturing the attention of the TikTok community with some products going viral. These have included its Christmas decorations range, M&S haircare and bodywash, and even disinfectant and laundry products.
Broghan Smith, head of fashion & beauty key accounts at TikTok Shop, said: “We’re so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable in the app.
“With many M&S items going viral and dominating the FYP, this partnership gives our community a seamless way to discover and now seamlessly shop the M&S products they love.”
