TikTok ShopUK boss Jan Wilk says live selling, founder-led content and discovery are reshaping how brands reach shoppers. With 300,000 UK small businesses now on the platform and LIVE sales up 55 per cent in a year, what can retailers learn from the businesses getting it right? Scroll through TikTok, and its clear that the line between entertainment and shopping has become increasingly hard to spot. A beauty founder might be explaining why she changed the formula of her latest serum. A MAC employee could be broadcasting from inside a store, or a sneaker seller might be auctioning off a hard-to-find pair live to hundreds of viewers.