#FoodTok has arrived with TikTok Shop now enabling brands to sell fresh food on the platform for the first time. UK users are now able to purchase fresh food directly through TikTok Shop from much-loved pasta brand Pasta Evangelists, online fishmonger The Fish Society and The Veg Box Company by going to their TikTok Shop pages.
#FoodTok has now clocked up over 26 billion views on the platform, with TikTok being the catalyst for some of the biggest viral food trends over the past year, with everyone from amateur foodies to well-known chefs showcasing their dishes on the platform.
TikTok is also having a significant impact on how food brands are engaging the next generation of food-lovers to drive sales. With each individual merchant handling delivery directly, customers can seamlessly complete their purchase entirely on-platform through the brands’ TikTok Shop page. Merchants may also work with Creators to run exclusive TikTok LIVES, giving the #FoodTok community access to discounts and the content they’ve come to love whilst driving sales.
TikTok has made it easier than ever for food brands and creators to be discovered, and we have an active community of food lovers on the platform. Enabling fresh food brands and creators to sell directly to our community through a seamless transaction on TikTok Shop is a logical next step. There will also be a huge opportunity for new food brands looking for a springboard to market, and I am excited to see more fresh products available on the platform.
– Patrick Nommensen, Senior Director, eCommerce Operations, TikTok
Patrick Nommensen will be speaking at ChannelX World in October. In his keynote he’ll be discussing new ways of shopping and why it’s vital that retailers engage audiences in the ways they wish to shop. To hear from Patrick in person, book your ticket here.
