TikTok Unveils £750,000 “Shop Local” Support Scheme for British Producers

TikTok Shop has launched a new initiative aimed at boosting British small and medium-sized enterprises (SMEs) that sell locally made goods - whether farmers, bakers, fishmongers or other producers. Called “Shop Local”, the scheme will allocate £750,000 in support to help growers and artisans tap into rising consumer demand for homegrown products.

What the Scheme Offers

Under the programme, TikTok will choose five UK businesses to receive a comprehensive support package valued at over £150,000 each. These packages will include:

• Expert advice and hands-on help to establish and grow a presence on TikTok Shop

• Training on live‑stream selling and optimising listings

• Subsidised marketing and promotional support both within TikTok and off-platform

• Introductions to creators and assistance with order fulfilment and logistics

• PR support to raise visibility beyond the platform

Jimmy Doherty, the farmer and broadcaster, will partner with TikTok to help select the winners and guide them through the process. Notably, his own Jimmy’s Farm Shop has already gone live on TikTok as part of the rollout ahead of the Christmas trade period.

Why It Matters for Farmers

Recent figures from TikTok reveal strong consumer appetite for British produce:

• 83% of UK adults said they would be more inclined to purchase British goods if they were easier to find

• 75% said they prefer locally sourced items over imports

Yet many small businesses report struggle. Over half say operating a business has become harder compared to a year ago, and nearly a third cite difficulties in attracting new customers. For farmers and producers, gaining exposure and reaching new markets is often a major hurdle - which this scheme aims to help address.

Who Can Enter & How

To qualify, businesses must:

• Be UK‑based and focus on locally made goods (of any kind)

• Employ fewer than 250 people

• Not currently be selling via TikTok Shop

To enter, eligible businesses need to post a TikTok video showcasing their offering to their local community, using the hashtag #ShopLocalComp and tagging @TikTokShop_UK. The submission window runs from 14 October to 13 November, and winners will be notified by 12 December.

Photo source: TikTok