Most brands think the UK and the US behave the same on TikTok Shop.
They don’t.
And that misunderstanding is killing their growth.
UK brands are slower to adopt, slower to approve, and slower to scale.
Not because the platform is worse, but because the mindset is.
If you follow UK rules in a US-level opportunity, you lose.
Here is what actually separates the 2 markets right now:
US creators take TikTok Shop seriously,
UK creators treat it like a side quest.
US brands send 800 samples in a month,
UK brands debate 150 for three weeks.
US sellers build creator communities early,
UK sellers wait until they are “ready”.
US teams adopt Discord with no friction,
UK teams still think it is “too complicated”.
US brands commit real ad spend,
UK brands want proof before they invest.
US moves with speed,
UK moves with permission.
The platform is not what makes the difference, the behavior does.
We grew brands in both regions, and the gap is wider than most founders realise.
If you want the full UK vs US breakdown, watch it here.
Ashley Wright
Founder & CEO, Social Tale