Lidl TikTok Shop social commerce launch results in a complete sell out with just 18 minutes on the clock

Earlier this week, we reported on Lidl claiming to be the first supermarket to sell through TikTok Shop. From 9am on Thursday, 20th February, 3,000 product bundles, said to be worth £30 each, went on sale at the reduced price of £5 while stocks lasted, with all proceeds going to the NSPCC.

The initiative resulted in a complete sell out within just 18 minutes.

“Our high protein range is a firm fan favourite, with more than 150 high protein products sold in our stores every minute, and our customers across the country taking to social media to share their hauls each week,” said Lidl GB Marketing Director Joanna Gomer at the time of the launch.

“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.”

In an update posted on LinkedIn, Lidl said: “We’re always on the lookout for fresh ways to engage with our customers, and this morning was a big one. Our exclusive high protein bundles dropped on TikTok Shop in a supermarket first for GB… and they flew off the (virtual) shelves in record time.”

“A huge thanks to everyone who got involved – what a way to make our TikTok shop debut! And with all proceeds going to the NSPCC, it was a sell-out success in more ways than one.”

Adetayo Adeyemi, TikTok Key Accounts - FMCG, added: “TikTok Shop is proving to be a powerful everyday sales channel for brands to connect with customers.”

2025 RTIH INNOVATION AWARDS

Social commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.