TikTok Shop: The New QVC - Why Your Brand Needs to Be on It Before Black Friday

Remember when QVC had everyone glued to the telly for limited-time deals? Fast-forward to 2025, and that same energy now lives on TikTok, except the hosts are creators, the audience is global, and the “Buy Now” button sits just beneath the video.

TikTok Shop has been labelled the new QVC. It’s live, interactive and full of genuine recommendations from creators people trust. And as Black Friday approaches, now’s the moment to get your brand live and selling, before the rush hits.

Here’s why TikTok Shop is the biggest opportunity for UK brands this shopping season:

Why TikTok Shop is taking over UK retail

• It’s live shopping 2.0. Viewers can chat to hosts, see demos and purchase instantly, no clunky checkout or external links. It’s the same “watch and buy” format that made QVC a success, but optimised for the smartphone era.

• It turns discovery into direct sales. The TikTok algorithm finds people likely to want your product and puts your videos in front of them. From awareness to purchase happens in minutes, not days.

• Creators are the new sales team. The TikTok Shop affiliate programme lets creators sell directly to their followers. Their audiences already trust them, so when they say “this works”, people buy.

• It’s built for impulse buying. Lower average order values (typically £15–£60) make TikTok Shop ideal for gifts, beauty, lifestyle and trending products, all high-volume categories over Black Friday.

UK TikTok Shop growth - the numbers that matter

• TikTok reported a 179% year-over-year increase in sales across Europe during Black Friday 2024, with over 131% more shoppers participating than in the previous year.

• UK sellers saw record order volumes, particularly in beauty, home and lifestyle categories.

• Over 30,000 livestreams took place globally over the Black Friday weekend of 2024, with UK creators among the top-performing hosts.

• Individual British sellers achieved six-figure Black Friday weekends, with smaller indie brands recording rapid growth within weeks of joining.

Case studies - UK & global sellers leading the way

• Canvas Beauty: The founder went live and generated around £1.6M in one stream during Black Friday. Why it worked: Authentic storytelling, strong product demo, and community interaction.

• Stronglife: Achieved over £6.3M in sales during its best Black Friday using video ads and affiliate partnerships. Lesson for brands: A mix of paid ads + creator collaborations = powerful reach.

• More or Less: This small game brand made £11k in just two months through TikTok Shop after a strategic relaunch. Why it worked: Niche appeal, entertaining content, consistent creator outreach and quick fulfilment.

Why your brand should be on TikTok Shop - especially before Black Friday

TikTok has evolved far beyond dance trends and memes; it’s now a commerce engine with real purchasing power. UK consumers are increasingly using the platform to discover and buy products directly in-app, and that behaviour spikes during major sales events like Black Friday and Cyber Monday.

By not being on TikTok Shop, brands risk missing out on:

• Huge organic discovery: TikTok’s “For You” feed can surface your product to thousands of new customers overnight.

• Creator-driven sales: The trust and influence of creators are unmatched on any other platform.

• Frictionless shopping: Shoppers never leave the app — checkout happens right where inspiration strikes.

• Live momentum: Livestreams generate real-time excitement, scarcity, and connection that traditional ads can’t replicate.

Black Friday magnifies results as consumers are primed to spend, creators are actively promoting deals, and TikTok boosts shopping content visibility. The brands that prepare now will ride that wave, not chase it.

How Lemon Pip Digital Can Help You Get There

At Lemon Pip Digital, we can help you turn your TikTok into a true sales channel. From setting up and optimising to creating content that converts and partnering with the right creators, we make sure your products are seen, clicked and bought.

Our social-first strategies blend creativity with data, helping you cut through the noise, drive real results, and make the most of big moments like Black Friday. Contact for more information.