E-commerce platforms ExpandNow and Z MEDIA have announced a partnership to help brands scale on TikTok Shop in the UK market. The collaboration pairs Z MEDIA’s TikTok Shop growth services with ExpandNow’s Merchant of Record (MoR) infrastructure, which handles tax compliance, payments, and cross-border selling requirements.

Through ExpandNow’s MoR solution, brands selling on TikTok Shop can bypass the need to establish local entities or manage tax registrations. ExpandNow handles compliance, fraud prevention, and financial operations, while Z MEDIA manages content, affiliates, live shopping, and paid media.

Z MEDIA applies what it calls a “signal-gated growth system,” which moves through phases from foundation-building and signal generation to scaling and profitability, with progression based on performance data.

“TikTok Shop is one of the fastest-growing commerce platforms in the UK, but the barriers to entry can hold brands back,” Thomas Müller, CEO of ExpandNow, said in the announcement. “By partnering with Z MEDIA, we’re combining world-class social commerce execution with the infrastructure brands need to sell compliantly and scale confidently on TikTok Shop.”

Remy Beaumont, CEO of Z MEDIA, added: “Partnering with ExpandNow means our clients can focus entirely on growth while the compliance, taxes, and cross-border complexity get handled behind the scenes.”

Z MEDIA was founded by former TikTok employees and ex-8-figure Star Sellers who worked directly with TikTok’s internal commerce and product teams. The agency reports generating over $100 million in GMV across more than 300 global brands and holds official TikTok Partner status. Its services span content production, Influencer Marketing, affiliate marketing, live shopping, paid media, and proprietary AI tools.

TikTok Shop has attracted more than 200,000 UK small and medium businesses since its 2021 launch in Britain, alongside major retailers including Marks & Spencer, Samsung, and Sainsbury’s. The platform became the UK’s fastest-growing online retailer in 2024, according to TikTok’s “UK Shopping Report.”