Marks & Spencer is piloting the sale of its products through social media giant TikTok.

Marks & Spencer is selling beauty items initially, reflecting strong demand for the category on TikTok Shop where one beauty product is sold per second.

M&S’ debut on TikTok Shop is part of its efforts to “make it easier for customers to discover and shop whenever, wherever and however they like”.  The initiative came after some M&S products, such as Christmas decorations and a trench coat from the summer collection, went viral on TikTok and subsequently sold out.

M&S will use the pilot to “explore different ways to broaden appeal and connect with younger audiences who are increasingly discovering brands through creators and short-form video”. It will also work with TikTok creators on content such as tutorials and styling advice, and experiment with live shopping sessions.

M&S fashion, home and beauty marketing director Sharry Cramond said: â€œOur 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 â€“ 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.”

According to NIQ data, TikTok Shop was the fastest-growing online retailer in 2024.

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