Samsung UK has launched on TikTok Shop, becoming the largest technology brand available on the social media platform.

The company will offer a curated selection of electronics on the platform, including smartphones, tablets and wearables, with plans to expand the range next year.

As part of its launch on the platform, Samsung will hold a series of TikTok LIVE shopping events in December which it said are designed to capture consumer attention and create an engaging, real-time shopping experience.

Samsung’s in-house product trainers will host these livestreams, share their product knowledge and provide guidance to inform customers as they shop.

During these sessions, Samsung said customers will have access to exclusive offers and more will be available through the app.

Samsung said the launch builds on the company’s growing presence in the TikTok community, as well as its work on expanding creator-led content over the past year.

It added that the move comes as TikTok Shop becomes an increasingly influential destination for product discovery, especially among younger, digitally native consumers.

Research from Mintel shows that three in five TikTok users in the UK have purchased a product directly from the social media platform, showing how influential digital formats have become in the consumer journey.

“By launching on TikTok Shop, we’re meeting consumers where they already are – offering more choice, more flexibility and new ways to discover Samsung products,” said Tom Morey, direct-to-consumer director at Samsung UK. “This is an important step in strengthening our social commerce strategy and enhancing the experience across our wider ecosystem.”

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