What: M&S is leveraging TikTok Shop to make its beauty and fashion products instantly shoppable, targeting younger, digitally native consumers.

Why it is important: The strategy highlights the effectiveness of integrating shoppable content and live engagement to boost product discovery and conversion.

Marks & Spencer’s launch on TikTok Shop marks a significant evolution in its retail strategy, focusing on making beauty and fashion products instantly accessible to a new generation of consumers. By introducing a dedicated TikTok Shop and offering live shopping sessions, M&S is capitalising on the platform’s viral potential and the growing trend of social commerce. This approach not only amplifies brand visibility through influencer-driven content but also allows for real-time customer interaction, enhancing the overall shopping experience. The move comes after several M&S products achieved viral status on TikTok, resulting in rapid sell-outs and heightened demand. By prioritising shoppable content and live demonstrations, M&S is meeting consumers where they are most engaged, particularly younger, digitally native audiences who value convenience and interactive experiences. This strategy positions M&S at the forefront of experiential retail, ensuring it remains relevant and competitive in an increasingly digital marketplace. 

IADS Notes: Recent reports confirm TikTok Shop’s rapid ascent as a major retail force, with over half of its transactions from new customers and a strong focus on fashion and beauty (Forbes, February 2025; Journal du Net, January and March 2025). The integration of live, shoppable content and influencer-driven engagement is reshaping how brands like M&S connect with younger audiences and drive conversion, reflecting broader trends in experiential and social commerce (Los Angeles Times, March 2025; Press Release, February 2025).

M&S launches on TikTok shop