TikTok Shop has launched a nationwide support scheme designed to help small and medium-sized British businesses (SMBs) grow sales and visibility through the platform.

Fronted by farmer and broadcaster Jimmy Doherty, the new ‘Shop Local’ initiative aims to help producers of homegrown goods tap into TikTok Shop’s “discovery commerce” model, where users can buy products directly through videos and live streams.

Doherty’s own Jimmy’s Farm Shop has already gone live on TikTok Shop ahead of the key Christmas trading period.

The move follows new TikTok research showing 83% of UK consumers would buy more British-made products if they were easier to find, while 75% prefer locally sourced goods.

Yet over half (52%) of small firms say running a business is now harder than a year ago, with nearly a third citing difficulty in attracting new customers.

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As part of the programme, five local British businesses will receive a £150,000 support package, including marketing investment, live shopping training, creator collaborations and PR support.

The new scheme comes as the social media site’s ecommerce platform now hosts more than 200,000 UK small businesses, with over 6,000 live shopping events taking place daily, including food and drink businesses like The Fat Butcher [meat seller], The Chuckling Cheese Company [snacks, dairy], Dough Girl [bakery and sweet desserts] and The Veg Box Company [veg seller].

Earlier this year, grocery discounter Lidl debuted its own range of with 3,000 protein products, selling out within 18 minutes.

“We know that the current economic climate can be challenging for small British businesses, with many experiencing a mixed financial picture,” said TikTok Shop head Jan Wilk.

“But unlike other digital shopping platforms, TikTok Shop is based on discovery commerce. Smaller businesses don’t need huge followings or big budgets to be seen – if you have a great British product, the For You Feed is your place to shine and find viral success, with your products and businesses able to be discovered by millions.

“It can be a lifeline to some – and we think the Shop Local scheme, with the support of Jimmy and Jimmy’s Farm, will help our British businesses find great success on TikTok Shop.”

It is understood British producers interested in applying can enter by sharing a TikTok video of their business using #ShopLocalComp by 13 November.