TikTok claims social commerce first as it teams with Sook to launch pop up shop on Oxford Street, London

Last week, TikTok hit London’s Oxford Street, working with Sook to open a pop up shop.

In a LinkedIn post, Lin Chen, Electronics Category Lead, Social E-Commerce, TikTok Shop, said: “What an incredible week it has been! We did it!”

“For a span of seven days, we unveiled the world's first physical TikTok shop on London's bustling Oxford Street. We showcased a revolutionary shopping experience that seamlessly merged offline and online social commerce in a delightful and interactive manner.”

She added: “Throughout these seven days, we focused on three primary product categories: technology, home and living, and books. We invited existing merchants who have gained popularity in trending TikTok communities such as #Coffeetok, #TechTok, #FoodTok, #HairTok, and #HomeTok”

In addition, TikTok showcased products from the likes of Swan Products, RKW, Beauty Works, Cookology, and Nothing. Creators were able to scan a QR code to directly buy or sell products on TikTok Shop.

Chen added: “We had the pleasure of welcoming some prominent brands. They visited our shop to learn about the operation of TikTok Shop, how to engage with creators, and unlock the enormous potential of social selling using their existing physical infrastructure.”

“We were also thrilled to host top TikTok creators and have the esteemed Gadget Show host, Jason Bradbury, interact with merchants and their latest products.”

She concluded: “Social commerce is indeed a thriving reality, and we are here to support businesses navigate this exciting frontier.”

2022 RTIH INNOVATION AWARDS

Sook emerged victorious at the 2022 RTIH Innovation Awards in December, picking up the Bricks and Mortar Innovation gong.

Our 2022 winners were revealed at a sold out event in central London on Tuesday, 6th December.

Our judging panel said of Sook: “There aren’t many things more depressing than empty shops on a high street, especially when it’s at odds with the number of innovative SMEs desperate for a bricks and mortar base to interact with customers.”

“Sook realised this demand for physical space hadn’t gone away, it just needed to solve the disconnect between brands and landlords while making it quick, easy and cost-effective for those brands to create a bespoke space.”

“As well as enhancing local communities and economies with these immersive pop-ups, it gathers analytics for its occupiers, allowing them to best understand how to use physical space as efficiently and effectively as possible.”

“Sook also claims to have placed great importance on sustainability with its offsite modular construction typically producing 30% less CO2 compared to a traditional shop fit and powering all its units using 100% renewable energy providers.”

“Finally, it’s not just SMEs working with the company – Uber, Mastercard, Facebook, SumUp, Hard Rock, TikTok, Jagermeister, Depop and Raspberry Pi all have also sought it out as a solution for enabling physical spaces to thrive via innovative technology.”

RTIH Editor, Scott Thompson, said: “Innovation and technology play a critical role in the success of the retail sector, so it is great to recognise standout examples through our awards.”

“Thanks to all those who entered the 2022 event. We received a record number of submissions and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.”

“Congratulations to our 2022 retail technology hall of fame entrants.”

The 2023 RTIH Innovation Awards are now open for entries. Click here for further information.