TikTok Shop Targets Gen Z with Fresh Food Expansion in the UK
TikTok Shop is doubling down on its rapid growth in the UK by entering the fresh food category, a bold move that ties entertainment with ecommerce and signals fresh disruption in the grocery space.
Driven by its “Shoppertainment” model, TikTok Shop has seen notable traction in categories like beauty, fashion, and home, and is now extending its reach into food, including meat, seafood, desserts, and fresh produce. In a recent interview, Patrick Nommensen, General Manager for EMEA at TikTok Shop, revealed the company’s ambitions to become a key ecommerce player, using entertainment-led shopping to influence consumer decisions, particularly among Gen Z and Millennial audiences.
FMCG Opportunities in an Entertainment-First Ecosystem
The platform’s Shoppertainment approach blends content and commerce, creating a space where product discovery is fueled by livestreams, short videos, and real-time influencer endorsements. Nommensen confirmed that users often discover products they weren’t originally searching for, citing that food content is already among the most engaged-with content on the app.
TikTok Shop has already onboarded major food and beverage brands such as Little Moons, Prime, and Candy Can, all leveraging viral product appeal through creators. With more than 36% of Gen Z using TikTok as a search or discovery engine, the platform presents unique first-mover opportunities for FMCG brands to directly influence purchasing behavior at the moment of inspiration.
Strategic Partnerships & Fulfilment Infrastructure
To support the shift into fresh, TikTok Shop is enhancing its warehousing and fulfilment solutions across the UK. Nommensen highlighted the importance of reducing friction for sellers—including handling logistics, warehousing, and ensuring direct delivery from creators to consumers.
The platform is also actively targeting independent brands and food creators, offering tools to facilitate seamless ecommerce integration. TikTok Shop’s pitch includes fulfillment support, product warehousing, and access to a wide-reaching influencer network, positioning it as a compelling sales and marketing channel for FMCG brands and startups.
Implications for FMCG Brands
As consumer buying habits increasingly blur the lines between entertainment and commerce, TikTok Shop’s expansion into fresh food could reshape how FMCG products are discovered