In a groundbreaking move, Lidl is set to become the first supermarket to sell products directly through TikTok Shop. Starting at 9am on February 20th, the brand will launch exclusive high-protein product bundles, priced at just £5 each, on the popular social media platform. This new venture marks a major shift in how supermarkets are engaging with consumers, tapping into TikTok's rapidly growing social commerce ecosystem.

With over 1.69 billion active users, TikTok has evolved into a powerful shopping hub, with research showing that more than a third of its users make purchases directly through the platform. Over half of users also turn to TikTok for shopping inspiration. As a result, the platform has become an increasingly important space for brands, and Lidl’s decision to sell directly on TikTok Shop underscores the changing landscape of retail. By embracing social commerce, Lidl is meeting its customers where they are – on the apps they already use to discover, connect, and engage with brands.

Lidl's move into TikTok’s digital marketplace

This is a strategic response to the growing trend of consumers shopping directly within social media apps. The supermarket is following in the footsteps of brands like Asos and Boots, which have already used TikTok to connect with shoppers in new, innovative ways. However, Lidl’s decision to sell on TikTok Shop is particularly notable because it’s the first time a supermarket has embraced the platform for direct-to-consumer sales, making it a significant milestone in the supermarket and e-commerce industries.

The exclusive bundles that will be available through Lidl’s TikTok Shop will include a range of high-protein products, such as whey protein, protein pancake mix, protein pop chips, and more. These bundles, valued at £30, will be sold for just £5 each, with all proceeds going to the NSPCC. While the product offering is compelling, it’s the experience of buying directly through TikTok that sets this initiative apart. TikTok’s seamless, interactive format makes the shopping process part of the fun, allowing users to discover and purchase products within the app as they engage with videos and other content.

Joanna Gomer, Lidl GB’s marketing director, expressed her excitement about the move, saying, “With the number of TikTok shoppers growing rapidly, we’re proud to be the first supermarket meeting our customers directly on the platform with our unique offering.” By leveraging TikTok’s social-first, entertainment-driven environment, Lidl is positioning itself as an early adopter in the growing trend of social commerce, aiming to attract younger, digitally native consumers who are increasingly using the platform for shopping.

Lidl’s decision to enter TikTok Shop not only highlights the importance of social commerce but also demonstrates the supermarket's commitment to evolving alongside changing consumer behaviors. As platforms like TikTok continue to shape the future of shopping, Lidl’s initiative is a forward-thinking move that could set the stage for more supermarkets and brands to follow suit.