Currys has announced it is now selling its products through TikTok Shop, to give its customers new ways of discovering and buying technology.

The electronics retailer’s TikTok Shop will feature a curated range of products including audio, coffee and seasonal items as well as health and beauty items.

Customers will be able to discover and purchase products directly through videos, livestreams and creator content without leaving the app.

The move builds on the success of Currys’ TikTok activity. Its page currently has over 10 million “likes”.

Currys said it will partner with content creators to showcase products to new audiences and will host TikTok Live shopping events to bring real-time product demos and instant purchasing to customers' feeds.

The platform will give Currys’ products exposure to around 30 million monthly TikTok users in the UK, and Currys added it will complement its omnichannel model which currently spans almost 300 stores across the UK and Ireland.

Cloud technology company THG Commerce will provide the strategy, trading, shop management, weekly live streams and affiliate management for Currys TikTok Shop.
Its solution will manage initial set up compliance, content creation, fulfilment and customer service.

Currys said that consumer behaviour is quickly changing as social media becomes a key shopping channel. It cited figures from technology company Brickweb which stated that over half of UK consumers online have already bought through social media, with nearly a quarter of millennials doing so at least once a month. TikTok is leading this shift, with 44 per cent of UK online users making purchases directly on the platform.

“Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling,” said Ed Connolly, chief commercial officer at Currys. “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.”

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