TikTok Shop UK has launched a parent and baby product category that features well-known UK brands.

Products such as nappies, cots, car seats and prams can be searched for and purchased on the TikTok app. Popular brands and new players available on the platform include Tiddlers & Nippers, Head To Bows Boutique and EasyTots.

TikTok has created huge engagement with parents and families with #mumlife receiving 8.4 billion views, #parenting reaching 30 billion views and #dadsoftiktok totalling 52.7 billion.

The new product category follows the recent launches of pets’ book’, and wellness ranges on TikTok Shop UK.

TikTok general manager of UK ecommerce Patrick Nommensen said: “The TikTok community loves to share every step of their parenting journey, including their recommendations for the best baby products. Now we’re making it even easier for busy parents to jump on the latest hacks and trends, by helping well-known and emerging baby brands showcase and sell their wares on TikTok Shop.

“The new parent and baby category is a natural fit on the platform, helping brands tap into the growing parenting community already sharing in the joys and challenges of parenthood.”

EasyTots founder Helen Davies added: “We ventured into the world of TikTok in 2022 not really knowing what to expect from it, with the hope of introducing our brand to new audiences. It is one of the best decisions we have ever made and is our top priority for growth in 2023. TikTok Shop and the introduction of live selling opportunities have been game-changing for EasyTots in such a short space of time.

“Ecommerce brands such as ourselves are often faceless entities to their customers but TikTok has given a platform to bridge that gap. This is a new way that people want to buy, by engaging with the brand directly, watching demonstrations, asking questions and just having some fun.”

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