TikTok has published its first “UK Shopping Report,” revealing how the platform influences consumer purchasing decisions across fashion, beauty, tech, and home sectors. The report highlights TikTok Shop as the UK’s fastest-growing online retailer in 2024, transforming shopping through shoppable videos, live shopping, and an expanded marketplace.

Image source: TikTok

Collectibles and Comfort Drive Fashion Purchases

POP MART’s vinyl toys, known as Labubus, stand out as a leading collectible, generating 1.1 billion video views in 2025 and experiencing an 819% increase in orders between March and May. The report identifies comfort-focused denim from brands like RELA RELA and KatchMe as trending, whose Viral Stretchy Soft Dad Fit Jeans posted a 27% increase in orders over the same period.

Top fashion searches in 2025 include Bad Bunny Calvin Klein, Tankini, Clear Uggs, and Kendrick Lamar Jeans.

Cultural Events Trigger Shopping Spikes

Major cultural moments significantly impact UK shopping behaviors in 2025. Oasis’s reunion tour sparks increased purchases of bucket hats, while Pitbull’s UK tour generates a 420% rise in costume orders. The UK heatwave drives a 276% increase in inflatable swimming pool purchases and a 640% surge in CoolTowel orders in June alone.

Beauty Shifts Toward Effortless Results

The beauty sector sees growing interest in skin health, with over 356,000 posts using #SkinBarrier. Products promising long-lasting results with minimal effort are in demand. Wonderskin Lip Stain, for example, sells one unit every five seconds on TikTok Shop after a significant order increase between March and May.

Leading beauty searches include GRWM, Billie Eilish’s new hair, Low taper fade, Strawberry Makeup, and Heatless curls.

Multi-Functional Tech Appeals to Busy Consumers

Household items that perform multiple tasks also show significant growth. The Ninja Blast Cordless Blender recorded a 1,800% rise in orders, while the Shark Steam Mop surged by 5,800% between March and May, underscoring consumer demand for efficient home tools.

Protein Continues as Nutritional Focus

Nutrition-related content maintains strong engagement, with #HighProtein videos reaching 820 million views, #GutHealth 377 million, and #Fibre 33 million. This interest extends to trending recipes such as “Dense Bean Salad” and “Carrot Ribbon Salad.”

“Shopping in the UK has evolved significantly in recent years,” said Paul Mears, Head of Retail, Global Business Solutions at TikTok UK. “Shoppable videos and LIVE shopping are reigniting personal connections and real-time interactions, once core to traditional in-store experience.”