TikTok Shop connects with Sophie Tea as social commerce platform enters art market for first time

TikTok Shop has launched a Fine Art category, marking the first time original art has been sold directly through the platform.

To launch this, it will today host its first ever LIVE fine art sale (6-9pm UK time) featuring artist, Sophie Tea. During the interactive session, Tea will debut a 20-piece collection of original oil paintings priced at £2,800 each, while completing one painting live on the platform.

Marco Spaducci, Head of Home & Living at TikTok Shop UK, says: "TikTok Shop is built on discovery commerce - where community, creativity and purchase come together seamlessly.”

“The launch of our Fine Art category expands the platform into high value, collectable goods, demonstrating how discovery commerce can support premium products and build trust with both creators and audiences. We’re proud to host our first ever LIVE fine art sale with Sophie Tea, whose direct-to-community approach reflects the evolving creator economy and how artists can engage audeinces in new ways.” 

Tea says: "I started painting in 2014 with no formal art education and after being rejected by every gallery I applied to, I realised I would have to build my own path. Social media allowed me to grow a direct relationship with my audience, and TikTok has been central to that journey.”

“Launching original fine art on TikTok Shop feels like a natural evolution. It removes the traditional distance between artist and collector - people can discover the work, watch it being created and purchase it instantly, all in one space.”

"My hope is that this opens the door further for other artists to sell their work independently and experiment with new platforms. The traditional art world isn't the only way anymore - artists can build their own communities and connect directly with the people who support their work." 

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

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.