Currys has launched on TikTok Shop, offering customers new, seamless ways to discover and buy technology.

The move builds on Currys’ existing success on TikTok, with its page having already amassed 10million ‘likes’. Looking ahead, the retailer will partner with digital creators to showcase products, using videos, livestreams and content to engage new audiences alongside TikTok Live shopping events.

The TikTok Shop storefront will feature a curated range of shoppable products – from health and beauty to seasonal and audio – which can be bought without leaving the app.

“Social media has become a genuine shopping destination for consumers, and we want to meet them where they are already scrolling,” Ed Connolly, Chief Commercial Officer at Currys, said.

“Launching on TikTok Shop feels like a natural next step, given our strong presence on social,” he added, saying the new channel would “offer customers more ways than ever to discover and buy the tech they love.”

Running as an initial pilot, Currys will partner with THG Commerce, which will provide the strategy, trading, shop management, weekly livestreams and affiliate management for its TikTok Shop.

“People are discovering products through creators they trust and content they connect with. For a household name like Currys, this isn’t just about opening a new sales channel, it’s about joining a new kind of conversation with their consumers and bringing new customers into the Currys ecosystem,” Darren Rajanah, Chief Revenue Officer at THG Ingenuity, added.