TikTok Shop is a rapidly expanding e-commerce platform, integrated within the TikTok social media app, enabling direct product purchases via shoppable videos and live streams. Headquartered globally in Los Angeles and Singapore, it operates across numerous countries, including the UK, where it was the fastest-growing online retailer in 2024. Targeting primarily Gen Z and Millennials, it offers a wide array of physical products, from fashion to home goods. Its business model focuses on “discovery e-commerce,” leveraging content and influencers to drive sales and foster a unique shopping experience, contributing to the growth of ‘family warehouses’ in the UK.