TikTok: which grocer is doing it best… and how?

Picture this: a video of a skydiver, arms spread, plummeting through the clouds, with bold documentary-style captions narrating the exhilarating journey. The camera rockets into space, then zooms quickly back down to Earth – and straight into the fluorescent aisles of the Walkden ‘Big Tesco’.

In a move that’s as surreal as it is strategic, Britain’s biggest supermarket has gone full Gen Z, with this latest TikTok video a bait-and-switch classic that taps into the social media platform’s latest viral trend.

@tesco

Lowkey wasn't ready for that ending 🤯

♬ original sound - Tesco

To the uninitiated, it feels more like a fever dream than a retail campaign. And it signals a dramatic shift in how businesses are using TikTok to entertain, engage, and ultimately embed themselves in their customers’ digital lives.

From supermarket chains to corner shops, retailers are using the addictive short-form video to connect with audiences, jumping on viral trends as quickly as they arrive. So, how are different retailers approaching TikTok? Can independents compete with the big players? What does success actually look like? And where will retailer content go next?

Entertaining content

TikTok has rapidly evolved from a Gen Z playground into a powerful marketing tool for grocery retailers of all sizes, with strategies as diverse as the businesses themselves. Some are leveraging TikTok Shop to drive direct sales or publicise campaigns and initiatives, while others are using the platform more organically – showcasing NPD, teasing behind-the-scenes content or finding other ways to stay culturally relevant.

The trick, says Paul Mears, TikTok UK group vertical director for retail & e-commerce, is to ensure content is unique, authentic and entertaining.

“Our algorithm rewards entertaining content,” he says. “We’re a content graph, not a social graph. Great content will find an audience, it doesn’t matter how many followers you have.”

It’s a sentiment echoed by Dan Porter, head of content and social media at Tesco, who says the aim of the supermarket’s content is “to entertain as much as to inform” and treat TikTok as “a culture-first channel, not just another marketing outlet”.

Content is designed specifically for the platform, he says, using data and audience insight to create fast-paced recipes, memes and everyday hacks featuring real people. And a focus on testing, learning and scaling quickly means Tesco is “always in tune with what people want to see”.

“By combining that approach with a diverse creator network and a clear brand voice, we’re able to cut through the noise and build genuine relevance in a way that feels very different from traditional retail marketing,” Porter adds. “We’re not running repurposed adverts.”

There’s the rub. TikTok is a crowded space. It has more than 30 million people across the UK using it each month, with users spending a movie’s worth of time consuming content on the platform every day, according to TikTok. Which means retailers must work hard to stand out.

@mandsromford When your doing standards on confectionery and see the Percys 😍💖🐷#percypig #mandslocal #teamromford #viral #fyp #fypシ ♬ original sound - ︎︎︎

For M&S, that means “leaning into what makes us unique”, which M&S Food head of marketing Andy Hill describes as a mix of NPD, real people and “a tone of voice that balances authority with personality”.

As well as an official account, M&S also extends its reach through individual store accounts. The retailer has more than 200 active TikTok profiles at the time of writing. Its Romford store led the charge in 2021 with an account launched by store colleagues well before M&S’s official TikTok presence had gained traction, featuring staff singing and dancing while showcasing fresh produce.

The response was immediate, racking up thousands of likes and followers. Its success encouraged other M&S stores like Longbridge, Bexhill, Gloucester and Yate to follow suit, eventually culminating in a virtual dance-off to Michael Jackson’s Thriller.

“We empower stores to create their own content, which brings a genuine, local feel to our feed,” says Hill. “It’s not just about products, it’s about people. Customers see familiar, relatable faces who love what they do, and that – along with a combination of authenticity, relatability and responsiveness – helps to build real trust and engagement.”

Community = clicks

Convenience stores are particularly well placed to lean into that local feel and to position themselves at the heart of their communities. The TikTok account for Wheatley Mini Market, for example, has more than 27,000 followers.

@jiysingh Big thank you to Matt over at MDB for choosing my shop to give back to the community! I feel blessed to be apart of being able to help people out, thank for all the support guys 🙌🏽🫶🏽 #fyp #foryourpage #doncaster #bossman #jiysingh #punjabi #bestshopindoncaster #dn2 #givingbacktothecommunity #donation ♬ original sound - Makayla and Laura

Its point of difference is showcasing random acts of kindness for the community, ranging from free shops and deliveries to the elderly to 60-second supermarket sweeps sponsored by local businesses. Many have been picked up by the local press and garnered plenty of publicity.

Londis retailer George Phillips, owner of TJ’s Latestop in Hemel Hempstead (21,700 followers), says “love for the community” should be central to convenience store content, whether that involves highlighting products, promotions, services or charitable initiatives.

@tjslateshop Give this a share and like to get this message far and wide. I do encourage all thief’s to stay away from the shop you are not welcome. A very simple and clear message to all thief’s. EVERYONE ELSE YOU ARE WELCOME ❤️#fyp #theif #tjslateshop #police ♬ original sound - Tjs Late Stop

“A convenience store doing TikTok can be so much more relatable than a superstore,” he says. “It gives the shop a personality, and when customers recognise my me and my staff from our videos, we can have a bit of banter and rapport. It creates familiarity and trust.”

Independent retailers doing well on TikTok proves they have “their finger on the pulse”, adds Nisa retailer Amrit Singh, whose content blends ASMR with pick ‘n’ mix sweets and POV interactions with customers. “In this era, your digital shop front is just as important as your physical shop front.”

Polish vs personality

Although larger retailers may have the polish (and the budget) to do well on TikTok, Phil Treagus-Evans, founder of social media agency Giraffe Social, believes smaller players often have the edge when it comes to personality.

“The challenge for the big guys is avoiding the beige, while the challenge for the independents is consistency,” he says. “Both can win – but only if they lean into what makes them different.”

But what does winning really mean? Some retailers are laser-focused on brand awareness and cultural relevance, others prioritise building a sense of community. But there are shared goals too, such as earning trust, creating long-term affinity and getting in front of a generation that doesn’t watch TV or trust traditional advertising.

“TikTok is where younger audiences are spending their time,” says Porter. “Over 60% of users are Gen Z, and they spend on average more than 90 minutes a day on the app. For Tesco, that makes it a discovery engine and a cultural touchpoint, not just another media channel.”

Waitrose social marketing lead Sarah Hood has a lofty ambition: to be the UK’s leading grocery retailer on TikTok. That means building brand momentum, driving consideration and increasing sales. “We use it to boost our relevance,” she says, “encouraging people to see us as a brand for them.”

Waitrose runs targeted campaigns to drive online sales and footfall, aiming to build “a loyal community of food lovers… ultimately turning our TikTok audience into customers and advocates”.

Hood credits a boost in sales to TikTok’s ability to connect brands with new audiences, even where the impact is not obvious. “The effect might not be immediately visible, but it will have a longer-term impact on sales,” she says.

The sales funnel

But while racking up the follower count can be satisfying, it doesn’t guarantee conversions. Quite the contrary, in fact. With most people consuming content via the For You page – where the TikTok algorithm decides what to show – the actual number of followers is becoming less relevant.

According to Nicola Barzotelli, head of new business at creative agency Dinosaur, although two-thirds of TikTok users have been inspired to make unplanned purchases, more (nearly three-quarters) feel a stronger bond with brands they engage with on the platform than with other forms of social media.

However, retailers on TikTok can’t start at the bottom of the funnel and shouldn’t expect to, warns Hannah Ryan, global VP account delivery at social agency Goat.

“If you haven’t built a community or raised consideration of your brand, you won’t have much luck in driving sales,” she says.

@hjodies You and you 2nd @ have 10 minutes to finish this… #halloween2025 #halloweensweets #SweetTooth #sweettok #CandyAddict #FYPシ ♬ original sound - H & Jodie’s

“Sales should be seen as a ‘nice to have’. Just because someone follows you doesn’t automatically mean they’ll buy your product. High engagement rates and positive sentiment do a better job at helping translate content into sales. Retailers who pay attention to what their consumers are reacting positively to can focus on the best bits.”

M&S’s Hill adds that although followers alone can’t guarantee sales, views and engagement absolutely can. “Success is not just about follower count, it’s also about tapping into the right moment and conversation,” he says. “We’ve seen first-hand how a new product launch can explode when the content resonates.”

KeyStore, a symbol group owned by Scottish wholesaler JW Filshill, reports that being featured on its TikTok channel has been “genuinely impactful” for its independents, citing the example of a local store that saw its average weekly sales increase by over £3,000 in just two weeks.

“It’s not just about short-term sales boosts,” says group marketing manager Sue Man. “TikTok has created a deeper connection between stores and their communities. It’s giving retailers a new kind of visibility and energy that traditional channels just don’t match.”

A star turn

It’s clear that creating successful retail content on TikTok is all about tapping into fun, authentic and community-driven content. So retailers are increasingly moving away from official brand accounts and curated creators, instead putting their employees centre-stage in front of the camera.

For employees, starring in the videos gives them a sense of ownership, fun and pride in their workplace. For employers, it’s a chance to build reputation, attract talent and even offer a competitive edge in today’s hiring market. TikTok can showcase culture, values and authenticity in ways traditional recruitment ads can’t.

“Retailers that embrace lo-fi authenticity, humour and education win the algorithm,” says Barzotelli.

@coopuk Who wants a Co-op trackie? #foryou ♬ Originalton - donjeta

Using employees to create content also helps retailers jump on trends in real time, she adds, driving the virality of products in store and online. “The result is a brand presence that feels genuine and inspiring.”

It’s here that independent retailers have one huge advantage: they are already the face of their business. As Treagus-Evans puts it: “Authenticity is baked in. People trust people more than brands – so when your team shows up online, your audience pays attention,” he says. “If independent retailers are consistent and intentional, TikTok can become a key revenue stream, whether it’s through direct sales, brand collaborations or community-led word of mouth.”

Looking ahead

Being on TikTok allows retailers to expand their reach at scale and stay culturally relevant by connecting with a younger, digitally native audience and showing up where it matters. For many, then, the end game is a triumvirate: building community; increasing brand awareness; and, yes, driving sales. As Treagus-Evans puts it: “TikTok is the modern high street window. Get it right, and people walk in with intent.”

That makes being agile critical. But given the nature of viral content, and the platform’s highly personalised algorithm, retailers are up against a rapid churn of trends – making it tricky to stay on top.

While there’s no crystal ball, there are some key elements to consider. “The TikTok algorithm continues to evolve, with SEO and keyword optimisation now playing a bigger role in visibility,” says Barzotelli. “This means captions and on-screen text matter as much as trending sounds. Recipes, hacks and ‘real-life use’ stories will continue to outperform traditional ads.”

@keystoreuk A very hazardous taste test with Ewan Mcvicar at KeyStore Ayr Ahead of Ewan Mcvicars Pavilion Festival in Ayr we caught the man himself to try out his favourite sweeties🙌 Pavilion Festival takes place in Ayr on the 2-4th of May 2025 and is just meters away from KeyStore Ayr. Tickets still remain - visit their profile and check their website 🔗🙌 @Pavilion Festival @Ewan McVicar #keystore #Scotland #ewanmcvicar #funny #interview #ayr #pavilionfestival ♬ original sound - KeyStoreUK

Some retailers have also shown the increasing importance of collaboration on TikTok, whether that’s with local creators or nationally recognised figures. JW Filshill, for example, had renowned Scottish DJ Ewan McVicar reach out to collaborate on its KeyStore symbol group account.

“It was a no-brainer; we jumped at the chance,” says Man. “That kind of crossover not only brings fresh energy to our content, but also introduces our stores to entirely new audiences.”

Asda social media and influence senior manager Chloe Furniss echoes the value of collabs. “I think it will become an essential rather than a nice-to-have,” she says. “It’s clear that a creator can convey a message better than a brand can, and creators can be everyday people.”

TikTok Shop

Furniss also points to the “untapped opportunity” of TikTok Shop among supermarkets. Indeed it was the fastest-growing online retailer in 2024 [NIQ Digital Purchases, year to 31 December 2024].

Lidl was the first supermarket to join, in February, offering a limited run of high-protein product bundles – which sold out within 18 minutes. Asda has also jumped on the trend. Last month, through a new initiative with breast cancer charity Tickled Pink, it sold discounted bundles of pink products on the platform, with all proceeds going to the charity.

@asda PSA: Pink Diet Coke is back as of today!! 💕🩷💘💞💖 Every Tickled Pink product you buy will donate a minimum of 10% to @Breast Cancer Now and @CoppaFeel! that means your shop will support breast cancer awareness - what’s not to love?!  Remember to check your boobs, pecs or chest - whoever you are 💗 See a GP if you notice anything new or unusual. #AsdaTickledPink #PinkDietCoke #DietCoke ♬ original sound - ArchiveAmhara

“Retailers who go ‘all in’, integrating TikTok into both their marketing and sales strategies won’t just reach new audiences,” says Barzotelli.

“They’ll build lasting connections, future-proof their employer brands and perhaps even take the fight to Amazon – all in a way that feels less transactional and more human.”