Yankee Candle has gone live on TikTok Shop, allowing UK customers to discover and purchase its home fragrance products directly through the social media platform.

The TikTok Shop launch marks a significant step in the brand’s digital retail strategy, it said, as it looks to expand its presence across social commerce channels.

The new digital storefront will be delivered in partnership with THG Commerce, a leading provider of cloud-native, AI-powered commerce technology, and will be supported by integrated fulfilment and secure payment processing.  

As well as allowing shoppers to purchase directly via TikTok Shop, the storefront will also include exclusive customer offers, live shopping moments and tailored content sets.

The launch reflects Yankee Candle’s focus on meeting customers where they discover and shop, creating a more seamless path from inspiration to purchase through content led commerce.

“As the social commerce space continues to grow, we are seeing a real appetite from consumers who want to browse, shop and engage with their favourite brands through social media platforms,” Lawrence Tickner, Senior Ecommerce Manager at Yankee Candle, said.

“Our mission is to offer our customers a best-in-class retail experience, and we feel this launch is the logical next step in pursuing this mission,” Tickner added.