Samsung UK launches on TikTok Shop, expanding its presence within the TikTok community

Samsung becomes the largest technology brand available on TikTok Shop worldwide

Marks a strategic step in providing customers with more ways to shop, in the formats that work for them

Samsung UK launches its debut on TikTok Shop, marking a major milestone in its journey to make shopping easier, more flexible and more connected for its customers, while reinforcing its ambition to lead digital innovation in retail.

Samsung’s arrival on the platform builds on its rapidly growing presence within the TikTok community, where Samsung UK has expanded its community and creator-led content over the past year. As TikTok Shop becomes an increasingly influential destination for product discovery – particularly among younger, digitally native consumers – the move reflects Samsung’s continued focus on meeting customers where they are and offering more ways to explore its products.

As the largest technology brand now available on TikTok Shop, Samsung will offer a curated selection across smartphones, tablets, wearables, Buds, TV and vacuums at launch, with further categories planned for 2026. TikTok Shop customers will also have access to a range of exclusive offers only available via the app, with some of these offers scheduled for Samsung’s first TikTok LIVE event, on December 11^th.

A New Way to Shop

Samsung’s launch on TikTok Shop offers customers a new way to browse and buy through shoppable videos and LIVE shopping sessions, providing an engaging and interactive experience that connects product discovery with real-time guidance. The move reinforces Samsung’s commitment to offering customers more choice in how, and where they shop, while supporting them across every stage of their decision-making journey.

Tom Morey, Direct-to-Consumer Director at Samsung UK, said “Three in five TikTok users in the UK have bought a product directly from the social media platform^[1], which shows just how influential digital format have become in the consumer journey. By launching on TikTok shop, we’re meeting consumers where they already are- offering more chance, more flexibility and new ways to discover Samsung products. This is an important step in strengthening our social commerce strategy and enhancing the experience across our wider ecosystem.”

Jan Wilk, Head of TikTok Shop, said: “We are delighted to welcome Samsung to the platform just in time for Christmas. TikTok Shop’s discovery commerce model allows brands to connect directly with customers in new, innovation formats like LIVE shopping and shoppable videos. We are looking forward to seeing how many people discover and enjoy Samsung’s great range of products on TikTok.”

TikTok LIVE Shopping

As part of the arrival to the platform, Samsung will also introduce a series of TikTok LIVE shopping events, with the first scheduled on December 11^th, designed to capture consumer attention and create an engaging, real-time shopping experience. Samsung’s in-house product experts will host these livestreams, delivering in depth product knowledge and trusted guidance to inform customers as they shop and engage with the brand.

During these sessions, customers will have access to exclusive offers, providing an additional value-led experience within the TikTok Shop environment.

[1]https://www.mintel.com/insights/retail/from-scroll-to-sale-the-growing-social-commerce-industry/