Electricals and technology retailer Currys ramps up social activity as it goes live on TikTok Shop
Currys has launched on TikTok Shop with a curated range of products, from health and beauty and coffee to seasonal and audio.
Building on the retailer’s TikTok activity, with its page having bagged over ten million ‘likes’, it will partner with content creators to showcase products to new audiences, and will host TikTok Live shopping events, bringing real-time product demos and instant purchasing to customers' feeds.
This will start as a trial in partnership with THG Commerce who will provide strategy, trading, shop management, weekly live streams and affiliate management services. As an official TikTok Shop partner, THG Commerce says it has generated over £44 million in GMV for its partners by providing a complete solution that covers everything from initial storefront setup and compliance to content creation, global fulfilment and customer services, managed under one roof.
"Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling. Launching on TikTok Shop feels like a natural next step, given our strong presence on social. As the UK's leading omnichannel tech retailer, we now offer customers more ways than ever to discover and buy the tech they love, whether that's in one of our almost 300 stores, on our website, or now, directly through TikTok Shop,” says Ed Connolly, Chief Commercial Officer at Currys
“For years, online shopping has been very transactional. You search, you click, you buy. What we have learned from operating on TikTok is that commerce is now an extension of entertainment and community. People are discovering products through creators they trust and content they connect with. For a household name like Currys, this isn’t just about opening a new sales channel, it's about joining a new kind of conversation with their consumers and bringing new customers into the Currys ecosystem. We are thrilled to be partnering with Currys,” says Darren Rajanah, Chief Revenue Officer at THG Ingenuity.
2026 RTIH Innovation Awards
Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
