A new era: home appliances giant De'Longhi Group enlists Unsociable for global TikTok Shop launch

De'Longhi Group is teaming up with Unsociable for a TikTok Shop launch across multiple markets.

In a LinkedIn post, Ben Muir, CEO at Unsociable, said: “Delighted to announce our partnership on a global TikTok Shop launch with one of the biggest home appliance brands in the world. That’s right, we’re officially taking De'Longhi Group into the new era of e-commerce.”

He added: “Together, we’re launching six shops across multiple markets, with plans to continue globally. We’ve been having excellent conversations about the potential of TikTok Shop for a while now, and it’s incredibly exciting to see the potential De'Longhi has on the platform. Watch this space, De'Longhi is here to take over!”

Doll Beauty

TikTok Shop might be all the rage right now, but not everyone is a fan. 2016 founded British cosmetics brand, Doll Beauty, for instance, has opted to reduce its activity on the social commerce platform and focus more on bricks and mortar retail and its own channels.

In a LinkedIn post, CEO Dani Gregory said: "We’ve decided to pull back from TikTok Shop. Not forever… just stepping off the discount train before it’s too late. Don’t get me wrong, TikTok has been unreal for us. The awareness, the community, actually speaking to our customers properly… it’s powerful. But it also pushes constant discounting. And our makeup isn’t built for that."

She added: "We’ve spent nine plus years on our formulas, our packaging, our brand. It’s premium and we’re not diluting that to chase volume. So we’re refocusing. Back to bricks and mortar and our own channels. Back to building it properly.  The retail focus is the 4 S’s: Sephora. Selfridges. Superdrug. Space NK."

"We’ll bring the shop back on TikTok, but for content, community, and moments. We’ll bring the fun through merch and drops… not slashing prices."

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.