Last month, SAMY hosted an exclusive breakfast event in Soho, London, bringing together senior brand leaders to explore one of the biggest opportunities in digital retail right now: TikTok Shop.
The session, “How to Win on TikTok Shop This Christmas,” led by our Head of New Business, Max Dougall, featured expert insights from Jack Timpany, L’Oréal’s UK TikTok Shop Director, and Emily Caine, TikTok Shop’s Head of Beauty. Together, they discussed how brands can drive discovery, conversion, and long-term growth on one of the world’s most influential social commerce platforms.
The Power of TikTok in the purchase journey
What stood out was that TikTok continues to dominate consumer attention, and it’s now the app that British users spend the most time on. With 39% of people making purchases based on TikTok short videos and three in four users likely to buy from brands they’ve seen on TikTok Shop, the platform represents a vital channel for brand storytelling and commerce this festive season.
Christmas and Beyond
The breakfast also highlighted that 79% of TikTok users continue shopping post-Christmas, opening up a cost-effective window for brands to reach high-intent audiences as they look for deals and shift their focus toward wellness, productivity, and self-investment in the new year. At SAMY, we’re proud to bring together voices shaping the future of social commerce and to help brands unlock their full potential on platforms where culture and conversion meet.
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