What: The social media platform launched its first-ever brick-and-mortar pop-up in London.

Why it is important: The physical retail space is an extension of TikTok’s Shop feature where merchants can sell products directly to their followers and be discovered.

The space is centered around community commerce and focuses on tech, home and living, and book product categories.

Merchants had the opportunity to meet experts behind the app to learn more about social selling and tap into online trends. They were also able to host live streams from the venue.

TikTok has created a new era of social commerce as one video can quickly go viral and create demand and opportunity.

TikTok opened first physical pop-up on Oxford Street