TikTok Shop UK Expands Its Offerings With A New Preowned Luxury Category 

Ross Jukes
Last updated: May 9, 2024
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TikTok Shop UK is expanding its marketplace by introducing a category for pre-owned luxury products, capitalizing on the booming market for upscale resale items. This strategic move positions TikTok as a possible important player in the UK’s competitive resale market directly competing with existing platforms like The RealReal, Depop, Vestiaire Collective, Poshmark and Mercari. The initiative aims to cater to a consumer base that values sustainability and luxury at a reduced cost.

TechCrunch reports that the company has successfully implemented TikTok Shop’s new offering in the United States for over six months. TikTok is leveraging its huge network to attract interest in high-end, pre-owned goods, providing customers with a seamless integration of social media and e-commerce shopping experiences.

TikTok’s new preowned luxury category

TikTok has launched a new shopping feature in the UK, allowing users to buy pre-owned luxury fashion goods directly from the app. This creative innovation intends to connect established preloved fashion brands with a larger audience developing a distinct marketplace within the social media platform. 

The category will start with items from five notable UK brands such as Sellier, Luxe Collective, Sign of the Times, HardlyEverWornIt and Break Archive, presenting a selection of high-end clothes, designer handbags and other luxury accessories.

Jan Wilk, Head of Operations at TikTok Shop UK, expressed excitement about the new initiative, saying, “This announcement is an exciting first step in the world of preowned fashion for TikTok Shop. TikTok Shop is already a leader when it comes to discovery-based commerce and with a vibrant fashion community thriving on TikTok, this provides a unique opportunity for retailers to reach new audiences and customers with an inspiring and accessible way to embrace luxury fashion.”

The introduction of preowned luxury fashion is part of a broader expansion of TikTok Shop UK’s product offerings. TikTok is becoming a more comprehensive shopping destination with recent additions such as ‘Fresh Flowers & Live Plants,’ ‘Parenting’ and ‘Wellness’ categories. These features enable the TikTok community to effortlessly explore and purchase a wide range of products without leaving the app hence improving user experience and engagement.

TikTok Shop’s approach to ensuring authenticity

TikTok Shop logo on the handphone with Authenticity tag in Luxury bag

TikTok Shop has reached numerous milestones since its launch in 2022, with sales totaling approximately $1 billion. Despite these accomplishments, consumers are increasingly concerned that the influx of counterfeit and low-quality products could undermine the popular short-form video platform.

The issue of authenticity is not unique to TikTok Shop, it is an industry-wide concern that even well-established e-commerce platforms such as Amazon and eBay face. To address these challenges, TikTok Shop has implemented strong anti-counterfeit methods that mimic those used by other resale marketplaces. The platform guarantees a complete refund if a product turns out to be fake.

To increase the trustworthiness of products, all secondhand brands selling on TikTok Shop in the United States must provide certification from third-party authenticators. TikTok has teamed up with Entrupy and Real Authentication to make sure that the designer handbags sold are authentic.

Regarding the UK market, a TikTok spokesman told TechCrunch that the five brands now selling used luxury products have internal authentication certificates, though it is unclear whether TikTok would broaden this verification to additional secondhand brands. This commitment to authentication demonstrates TikTok Shop’s desire to offer a reliable and trustworthy shopping experience as it grows.

Growing secondhand luxury and tech markets

TikTok Shop introduction of a used luxury goods category represents a strategic effort to tap into the growing market for preowned luxury items. This new effort is expected to reach a large audience, expanding on the app’s already popular #prelovedfashion hashtag which has generated over 62,000 creations. The secondhand luxury segment is a booming industry, with global sales of preowned designer goods reaching an impressive $49.3 billion in 2023 alone.

In addition to luxury goods, TikTok Shop expanded into the refurbished technology area in September of last year, allowing customers to buy used mobile phones and tablets directly through the app. This expansion not only broadens TikTok Shop’s product offerings but it also capitalizes on the growing customer interest in sustainable and cost-effective buying options, making high-end products more accessible to a larger audience.


TikTok Shop UK is broadening its offerings by introducing a category for preowned luxury goods, aiming to become a major player in the UK’s competitive resale market. This move caters to consumers interested in sustainable and affordable luxury items, starting with products from five well-known UK brands. These initiatives not only diversify TikTok Shop’s product range but also align with growing consumer interest in eco-friendly and cost-effective shopping solutions. With strong anti-counterfeit measures and partnerships for authentication, TikTok Shop is committed to providing a trustworthy and engaging shopping experience. Additionally, TikTok has launched a new app, “TikTok Notes,” in Canada and Australia, further expanding its ecosystem and enhancing user engagement across different platforms.

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Ross Jukes
Ross Jukes
Ross Jukes is an accomplished American copywriter with a Bachelor’s Degree in English Literature and a minor in Creative Writing. Based in the United States, Ross is a language expert, fluent in English and specializes in creating compelling and engaging content. With years of experience in the industry, he has honed his skills in various forms of writing, including advertising, marketing, and web content. Ross's creativity and keen eye for detail have made him a valuable asset in the field of copywriting, where he continues to excel and innovate.

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