Lidl launches TikTok Shop ‘pop-up’ to ‘meet customers directly’
The supermarket, which doesn’t offer online delivery in the UK, is selling 3,000 “high protein” bundles on the platform.
By Molly Innes
Lidl has joined TikTok Shop to sell a limited drop of 3,000 “high protein” bundles, including protein powder, pancakes and flapjacks.
It claims to be the first supermarket to sell on the platform in the UK.
Calling it a “pop-up venture”, Lidl is selling the items, which it says have a recommended retail price of £30, for just £5, with all proceeds to be donated to children’s charity NSPCC.
In the small print, the business describes its new TikTok venture as a “small scale promotion” to support its expansion of the high protein range, “and not a full scale or permanent ecommerce proposition”.
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Lidl doesn’t currently offer online delivery to customers in the UK. As part of the stunt, it is giving customers a 25% off coupon to use in-store on its high-protein range.
In the UK alone, social commerce is projected to more than double over the next four years, rising from £7.4bn last year to nearly £16bn by 2028, according to Retail Economics data.
Joanna Gomer, marketing director at Lidl GB says it sells more than 150 high-protein products sold in its stores “every minute”, with customers sharing their “hauls” on social media each week.
“With the number of TikTok shoppers growing rapidly, we’re proud to be the first supermarket meeting our customers directly on the platform with our unique offering, creating these exclusive bundles to showcase our new exciting products.”
