TikTok is now selling fresh food in the U.K. TikTok launched its Shopping and Creators marketplaces last year, ushering in the next phase of its move into social commerce. But beyond the standard offers of beauty products and fashion, the social media platform is now letting British users turn to the app for grocery shopping. Food content is huge on TikTok, racking up over 26 billion views. And though YPulse has found that Gen Z isn’t eating up food content in the same way Millennials did, our WE Food Shopping and Trends report shows that Gen Z is starting to take responsibility for their own grocery shopping as they age up into adulthood. Now, 58% are shopping for their groceries online. And with TikTok dominating their social media use and fast becoming their favorite app, the platform’s move into fresh food allows brands to get directly involved in the generation’s foodie conversations—and move seamlessly into their purchasing habits. (The Grocer UK)
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