Lidl TikTok Shop launch sells out in minutes

Lidl’s TikTok shop launch has sold out in 18 minutes, setting a benchmark for UK supermarkets using the platform.

The UK grocery retailer went live on TikTok Shop yesterday (20 February) at 10 am with 3,000 protein products, only to sell out within 18 minutes, according to the Grocer.

The discounter said its £5 bundles were made from high-protein products which would have cost more than £30 to buy separately in-store.

Brands sold in the bundle included Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, IronMaxx Whey Protein Powder, Snacktastic High Protein Pop Chips.

The launch onto the social media’s e-commerce platform also allowed Lidl to distribute merchandise, with each bundle including a Lidl-branded microfibre towel and a resistance band set, with additional Lidl plus member discount vouchers for every purchase.

Lidl first announced its decision to start selling through the app earlier this week, with marketing director Joanna Gomer saying the supermarket was determined to tap into this new platform’s potential.

Gomer added: “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.”

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