TikTok announced it now has more than 30 million users across the UK each month, making it the largest user community for the platform in its Europe operations. The social media company announced it will expand its UK workforce to 3,000 employees this year with the addition of more than 500 jobs as part of its growth in the territory.

TikTok’s European operations maintain financial incorporation in the UK, with TikTok UK serving as the European operating company since the platform’s launch in the region in 2018.

In the announcement, TikTok said it will invest in a new 135,000 square foot office in Barbican, London, set to open in early 2026. This addition complements the company’s existing 88,500 square foot Farringdon head office, which opened in 2022. The combined investment in UK infrastructure totals approximately £140 million.

“Whether through direct investment in jobs and innovation, or the wider economic contribution from millions of British businesses on TikTok, we’re pleased to be increasing our investment and presence here in the UK, an important hub for TikTok,” said Adam Presser, Director of TikTok UK and Global Head of Operations and Trust and Safety, in the announcement.

The platform now hosts more than 1.5 million UK businesses. Oxford Economics research finds that small and medium enterprises on TikTok contribute an additional £1.6 billion to the UK economy while supporting 32,000 jobs.

Recent data from Nielsen IQ research shows TikTok Shop was the fastest-growing online retailer in 2024, recording a 131% annual increase in shoppers and 180% year-on-year revenue growth. The platform facilitates over 6,000 TikTok Shop LIVE broadcasts in the UK daily.

Social Commerce Performance

TikTok Shop UK experienced significant growth in live shopping content, with a 27% increase in shoppable videos from January 2023 to November 2024, according to Traackr data analyzing over 114,000 creators. UK consumers rank TikTok as their preferred destination for social commerce, ahead of Facebook, Instagram, and YouTube.

Consumer data indicates 57% of UK consumers report that creators influence their purchasing decisions, while 60% indicate they might purchase products owned by creators they follow. Fashion and Beauty/Personal Care emerge as the top two product categories consumers purchase through social media.

TikTok is investing £10 billion over ten years in Project Clover, which introduces data protection measures. UK-headquartered cybersecurity company NCC Group independently monitors European data security measures around the clock.

The platform maintains strict safety settings for teen accounts, including private default settings for accounts under 16 and restricted direct messaging access. Recent additions include a “Time Away” feature, allowing parents to set time blocks, and a default wind-down feature for all users under 18 that interrupts feeds at 10 p.m. with sleep prompts.