TikTok Shop has introduced a £750,000 'Shop Local' initiative designed to help small and medium-sized British businesses (SMBs) expand their sales and visibility through the platform’s innovative ecommerce model. Fronted by farmer and broadcaster Jimmy Doherty, the scheme aims to assist producers of homegrown goods in leveraging TikTok Shop’s "discovery commerce" system, which allows users to purchase products directly via engaging videos and live streams without leaving the app.

The programme is especially timely given recent TikTok research revealing that 83% of UK consumers would buy more British-made products if they were easier to find, while 75% expressed a preference for locally sourced goods. Despite this strong consumer appetite, over half of small businesses report that running a business has become more difficult compared to a year ago, with nearly a third struggling to attract new customers.

As part of the 'Shop Local' scheme, five British businesses will receive a substantial support package worth £150,000 each. This comprehensive package includes marketing investment, live shopping and sales training, collaborations with TikTok creators, PR assistance, and ongoing mentorship by TikTok Shop experts to boost their digital presence and sales conversion. Jimmy Doherty, known for his work on shows like Jamie & Jimmy’s Friday Night Feast, is closely involved in the selection and mentorship process, adding credibility and practical insight from the world of British food production.

The initiative targets producers who focus on local goods, with eligibility criteria including having fewer than 250 employees and ensuring that at least 40% of their products are made or sourced in the UK. Importantly, it emphasizes supporting businesses that have not yet established a presence on TikTok Shop, encouraging a fresh wave of local brands to explore the platform’s potential.

TikTok Shop currently supports over 200,000 small UK businesses, facilitating more than 6,000 live shopping events daily. Food and drink sellers such as The Fat Butcher, The Chuckling Cheese Company, Dough Girl, and The Veg Box Company are among those already benefiting from the platform’s reach. The scheme arrives ahead of the critical Christmas trading period, with Jimmy Doherty’s Jimmy’s Farm Shop itself having recently gone live on TikTok Shop.

Jan Wilk, head of TikTok Shop, highlighted that the platform’s discovery commerce model differs from other digital shopping sites by enabling smaller businesses to achieve viral success without requiring large followings or substantial advertising budgets. She described it as a potential “lifeline” for many small British firms facing economic challenges, expressing hope that the ‘Shop Local’ programme will significantly boost the profile and sales of British-made products.

British producers interested in applying for the support scheme are invited to submit a TikTok video showcasing their business and its local community impact by 13 November 2025. Entries must include the hashtag #ShopLocalComp and tag @TikTokShop_UK to be considered.

This move by TikTok reflects a broader trend of social media platforms evolving into commerce hubs, providing innovative avenues for small producers to reach wider and more engaged audiences. With substantial funding, expert backing, and a unique discovery-driven shopping experience, the ‘Shop Local’ initiative aims to empower Britain’s small businesses to thrive in a challenging economic landscape.