Tiktok is selling fresh food in the UK for the first time, with users now able to purchase fresh food on the platform from the relevant brand’s TikTok Shop page.
The social media platform has partnered with a variety of brands to launch fresh food on the app, including Pasta Evangelists, The Veg Box Company, and The Fish Society.
According to TikTok, food content has received over 26 billion views on the app. Currently, brands selling on the platform can work with creators to offer exclusive discounts.
The merchants also handle delivery of orders to customers.
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“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,” TikTok e-commerce operations senior director Patrick Nommensen said.
“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.”
Pasta Evangelists co-founder and CMO Finn Lagun said: “We were early innovators in bringing fresh, artisan pasta to people at home and now we’re going to be one of the first fresh food brands in the UK to be sold through TikTok.
“It’s an exciting opportunity to change the face of modern retail, all whilst delivering people delicious fresh pasta.”
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