TikTok Shop UK Launches New Features, Including Ad Optimization and Group Deals in Live Streams

AMZ123 learned that recently,TikTok Shopannounced a range of new features for UK sellers, covering several areas, including shoppable photo carousels, group deals in live streams, auction interactions, automatic repeat purchases, and ad optimization. The update aims to help merchants improve product display efficiency, boost interaction in live streams, and drive order growth through more sales options.

First,TikTok Shop allows merchants to create shoppable photo carousel posts directly in the app. Merchants only need to upload two or more product images, link the products, and publish the post to turn ordinary photos into content users can swipe through and purchase from directly, without having to record a video.

TikTok recommends using 5 to 7 images per post. Merchants can use this to test new products or use existing images to create fresh display content for best-selling products, enriching the types of product promotions in the feed at a lower production cost.

In addition to photo content, TikTok Shop has added a range of interactive and promotional tools for live shopping. The Group Deal feature allows live sellers to set a collective purchase target and offer discounted prices to consumers who help reach it.

Another feature, called Price Cut, allows merchants to set a group sales target during a live stream. Once the target is reached, all participants can enjoy an overall price reduction. Unlike discounts on individual products, this approach ties price savings to the group’s collective purchasing progress in the live stream, helping attract consumer participation and drive more orders.

For live auctions, TikTok Shop has also introduced the Second Chance feature, which lets sellers contact the runner-up bidder again, giving potential consumers who did not win the auction a new opportunity to buy.

In addition, TikTok is rolling out a multichannel selling feature that allows merchants to offer auction items and fixed-price products simultaneously in the same live stream, so consumers can choose how to place an order based on their purchasing preferences.

For inventory management, TikTok Shop has added more flexible inventory controls. Merchants can reserve some product inventory specifically for live events while selling the remaining inventory through other sales channels on the platform. This helps merchants balance live promotions with sales needs on other channels and allocate product inventory more flexibly.

For repeat purchases, TikTok Shop will introduce more subscription options for eligible products. Merchants can set up automatic repeat purchases so consumers can buy the products regularly. For products with ongoing consumer demand, this feature could reduce the steps consumers need to take to reorder and give merchants a way to encourage long-term repeat purchases.

Advertisingis also a key focus of this update. TikTok Shop is rolling out theGMV Max Net Sales Boost feature, which can automatically create and optimize ads for eligible products that are not yet being advertised. By automating ad creation and optimization, merchants can more easily identify sales opportunities for products that have not yet been promoted and further increase product exposure.

This update is part of TikTok’s ongoing efforts to enhance its live commerce features. Live shopping has long been an important driver of commercial revenue for Douyin in the Chinese market, and TikTok is also gradually building users’ habit of discovering and buying products through live streams. As users become more receptive to live shopping, interactive approaches such as group deals, auctions, and price discounts, along with tools such as subscription purchases and automated ad optimization, may help merchants increase engagement in live streams and expand product sales opportunities.

For sellers, these features not only add more ways to showcase and sell products, but also enable merchants to manage live promotions, inventory allocation, ad placements, and repeat purchases more flexibly on a single platform. However, whether the new features can deliver sustained sales growth will still depend on the products themselves, the level of discounts, content quality, and consumers’ actual willingness to buy.

Author ✎ Summer/AMZ123
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