If you’d have told your younger self that one day you’d be able to grab an inflatable hot tub while picking up a bunch of bananas on your supermarket shop, you’d have been laughed out of the store.
But thanks to Lidl’s famed and legendary ‘middle aisle’ – a treasure trove of seasonal, limited-edition, and often delightfully bizarre finds – this kind of unexpected shopping experience has become the norm for in-store shoppers.
Now, in a move that feels just as bold (but far more inevitable), Lidl has taken a leap into the world of social commerce, setting up shop online. As TikTok continues to reshape the way people discover and buy products, Lidl’s latest venture is more than just a digital experiment – it’s a strategic step into the future of retail.
Social commerce has taken the world by storm, and the numbers prove it. In 2024, a staggering 56% of UK users made purchases directly through social media, and by 2028, the industry is predicted to more than double to £16bn.
For Lidl, the opportunity is a no-brainer. With 49% of users taking action after viewing supermarket content on TikTok, the brand is perfectly positioned to turn online scrolling into sales. It’s a match made in digital retail heaven.
Winning in social commerce
But for grocers and other categories alike, succeeding in social commerce is not a simple case of buying ‘commerce’ media. TikTok Shop requires the perfect mix of creative, community and commerce.
Brands must craft authentic, audience-first creative that resonates naturally, foster a thriving community by reaching and engaging customers in meaningful ways, and seamlessly integrate commerce – ensuring products are discoverable, shoppable, and primed for conversion. It’s not just about selling; it’s about creating an experience that captivates, connects, and converts.
Brands thriving on TikTok Shop are embracing a diverse range of strategies by testing new formats and products, leveraging TikTok’s advanced insights to stay ahead of trends, and continuously adapting their approaches. In contrast, those falling behind are overly fixated on bottom-of-the-funnel ROAS metrics, limiting their ability to innovate, and impacting long-term growth (we’ll spare naming names…).
And Lidl must be doing something right, securing first-mover advantage in the UK and selling out products in less than 20 minutes. Its iconic middle-aisle treasures didn’t just sell, they flew off the digital shelves – proving Lidl’s social commerce strategy is nothing short of an (early) retail success.
A multichannel approach, not a pivot
Setting up shop on social media shouldn’t come at the expense of established channels like in-store and retail media – it’s about strategic expansion, not substitution. Budgets should be allocated smartly, ensuring brands get the best of both worlds. Tapping into the power of long-standing platforms doesn’t mean ignoring new ones, and vice versa.
For fmcg brands wondering whether to invest in TikTok’s social commerce evolution, the answer is almost certainly yes. But success isn’t about choosing one platform over the other, it’s about balance.
The smartest fmcg brands aren’t just jumping on new hype trends, they’re optimising their existing e-commerce channels while tapping into new opportunities. The real wins come from connected commerce strategies that seamlessly connect customers as they move across multiple platforms, online and in-store.
Alex Walker is the MD at Havas Market UK
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