TikTok Shop drives growth in discovery commerce across Singapore and UK

TikTok Shop is driving a shift toward discovery commerce, where social media content, live-streaming, and creator-led engagement are reshaping retail landscapes in Singapore and the United Kingdom.

In Singapore, TikTok Shop has seen a 60% year-on-year increase in buyers and a near doubling of livestream sales. Leon Koh, Fashion Lead at TikTok Shop Singapore, noted that while physical stores remain relevant, they are becoming part of a broader omnichannel model. To remain competitive, small and medium enterprises (SMEs) must develop new capabilities in content creation, live production, and data analysis. TikTok Shop is collaborating with Workforce Singapore and the Singapore Retailers Association on reskilling initiatives to address these changing job requirements.

In the United Kingdom, more than 300,000 small businesses are utilizing TikTok Shop to build retail operations and communities. Jan Wilk, head of TikTok Shop UK, reported that LIVE sales have increased by 55% over the past year, with the platform hosting over 6,000 LIVE Shopping sessions daily. This trend has attracted both small businesses and established retailers like Debenhams and QVC, highlighting a move toward more human-centric, interactive shopping experiences.