TikTok has opened a pop-up shop on London’s Oxford Street to showcase the range of creators and brands selling on the platform.

The shop, which will not be open to the general public, is aimed at merchants and creators with a focus on technology, books and home products.

Merchants and creators will be able to meet with TikTok experts to find out how their business can use the social media site to promote and sell their products.

The venue will also host live streams from merchants and creators, with the ByteDance-owened company claiming that around half of its users have purchased something after watching a live stream. According to the platform, users are almost twice as likely to watch a branded live stream to buy products than non-users.

"TikTok's community has created a brand new era of social commerce opportunities, where a single piece of content can quickly go viral and create both demand and opportunity,” said Patrick Nommensen, general manager of e-commerce at TikTok. “We've seen merchants and creators transform their businesses and their lives in a way that would be impossible on any other platform,”.

Nommensen added: "Our community can now discover and buy everything from a new coffee machine to the latest drone, or their favourite #BookTok best seller, all without leaving the platform.“

TikTok is reportedly looking to massively grow its e-commerce business this year to $20 billion. It aims to more than quadruple the size of its worldwide e-commerce operations from $4.4 billion in gross merchandise value in 2022.

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