Shoppers can now purchase a range of top-rated Philips appliances on TikTok Shop, one of the fastest growing shopping channels in the UK.
The small domestic appliance manufacturer has kicked off its highly anticipated TikTok Shop launch with a huge week-long LIVE Shopping takeover of FutureStores on Oxford Street.
On the 3rd and 4th September, top rated affiliate partners will be showcasing a range of appliances from Philips at the immersive retail media experiential space located in the heart of one of Europe’s busiest shopping streets. TikTok users will be able to join in LIVE and shop the appliances from home in real time and speak directly with experts from the event
This first of its kind live shopping takeover is Philips’ most ambitious live yet and one of the biggest LIVE Shopping events within the home appliances category on TikTok Shop.
The event will encompass 48 hours of affiliate live content, and 12 hours of brand lives, bringing together TikTok Shop creators for the ultimate brand showcase.
TikTok users will be able to watch appliances being demonstrated by creators and purchase featured products directly through the platform – choosing from a range of products and categories; from award winning Airfryers such as the 4000 Series Stacked Dual Basket Airfryer to the innovative OneUp mop.
The activation marks Philips’ first move into TikTok Shop in the UK and forms part of the brand’s wider strategy to connect product discovery, creator content and ecommerce.
TikTok Shop represents a growing change in global shopping trends, with over 6,000 live shopping sessions taking place on the platform in the UK every day. Over the last year alone, LIVE Shopping sales on TikTok Shop UK have grown by 55%, with purchases made across a range of sectors such as tech, beauty, fashion and skincare.
Dozens of top rated affiliate creators are already signed up to take part in the Philips event, with each day of the pop up featuring hours of megalive events.
Tiago Alves, Managing Director, Versuni UK & Ireland*, said:
“Social platforms are changing how consumers discover products, and appliances are particularly well suited to that environment. Seeing a coffee machine, air fryer or our own OneUp innovation demonstrated by a creator can bring its benefits to life in a way that a conventional product listing can’t.
“Launching on TikTok Shop allows us to connect discovery, demonstration and commerce in a new way. Our Oxford Street takeover brings creators and Philips products together, while consumers can watch, interact and shop in real time. But this is about more than sales directly through TikTok Shop. We want to reach new consumers, build consideration for Philips and, importantly, create incremental demand across the market.
“Our established retail partners remain fundamental to our UK growth strategy. Consumers increasingly discover a product in one place, research it somewhere else and purchase through the channel that works for them. If someone discovers Philips on TikTok and ultimately buys from Currys, John Lewis, Argos or Amazon, that is a successful consumer journey for us. That’s how we see social commerce: not as a replacement for established retail, but as another way to create demand and strengthen our retail partnerships.”
