TikTok Shop has launched ‘Shop Local’, a support scheme designed to help British small and medium-sized businesses (SMBs) capitalise on growing demand for homegrown goods by using the platform to reach new audiences.

Fronted by farmer and conservationist Jimmy Doherty, the scheme will help British businesses producing local products find new customers and create new sales opportunities by utilising the platforms ‘discovery commerce’ model – where shoppers discover and buy products without leaving the app.

Research from TikTok Shop shows that 83% of people would be more likely to buy British produce if it were more widely available.

As part of the scheme, five local British businesses will be selected to receive a support package worth over £150,000 each, including expert guidance on using the platform to boost awareness and sales, featured promotion within the app, and additional off-platform marketing support.

British businesses that focus on selling locally produced goods of all types, aren’t currently trading on TikTok Shop and have less than 250 employees are eligible.

Commenting on the initiative, Jimmy Doherty, who recently launched his farmshop on the platform said: “The Shop Local scheme is an incredible opportunity for small British businesses to take that next step into online sales with the support of TikTok Shop. For us at Jimmy’s Farm, it’s particularly exciting – our products are usually only available to buy here on the farm, so this marks our first real step into online selling.”