Retail GazetteBusiness & Tech• 6 min read

Inside TikTok Shop’s push to make ecommerce more human

TikTok Shop UK 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?

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