Westfield to host TikTok LIVE shopping event on 29th April, allowing retailers to sell directly via platform

Westfield UK is set to host a live two-hour shopping event – ‘Summer Styled’ on its newly launched UK TikTok account (@westfield) on 29th April, and will be the first physical retail destination to launch a LIVE Shopping event on TikTok Shop in the UK.

Filmed live from a Westfield London studio between 4pm and 6pm, the exclusive shopping event leads Westfield’s spring/summer fashion campaign as it looks to introduce an innovative, fun and new way to shop as consumers seek to transition their wardrobes for the new season ahead. TikTok Shop is a fully integrated commerce experience that empowers merchants to sell directly on TikTok, introducing the ability for retailers to reach their audiences via in-feed videos and livestreams on the platform and showcase their products on TikTok profile pages. It is envisaged this will open up new avenues and will allow Westfield’s retailers to sell items directly on TikTok during the LIVE event. The Summer Styled will be hosted by popular reality star and content creator, Amber Gill, alongside TikTok Shop presenter, Saskia Marriott (@saskiamarriottpresents).

Participating retailers from Westfield London and Stratford City include Charlotte Tilbury and JD Sports. Exciting discounts will also be on offer as well as opportunities to win multiple £100 Westfield gift cards throughout the LIVE to spend at Westfield London and Westfield Stratford City.

Caroline Puechoultres, chief customer officer at Unibail-Rodamco-Westfield, said: “We recognise the importance of creating online opportunities to complement the physical retail experience to engage new audiences. Leveraging TikTok’s LIVE Shopping experience enables us to help drive sales for our retailers to new and existing customers, creating a truly omnichannel experience.”

Patrick Nommensen, e-commerce operations, UK at TikTok, said: “By providing brands and retailers with a platform to create inspiring shopping moments through LIVE video, Westfield is creating a new kind of experience for its consumers using TikTok Shop. With such great connections with both their retailers and visitors, we can’t wait to see the success of Westfield’s personalised, LIVE Shopping experience and how the retailers bring their latest offers to life on the platform.”