Lidl became the UK's first supermarket to take the leap and sell directly through TikTok Shop, launching and promoting its new range of high-protein products, called High Protein.

This range came as a bundle where shoppers could pick up 9 items for a remarkable £5 whereas typically it would retail for £30. In addition each bundle came with exclusive limited-edition merchandise, including a Lidl-branded microfibre towel and a resistance band set.

With 3,000 bundles available, Lidl and their keen shoppers were gearing up for the 9am sale on TikTok Shop 20th February 2025. However it did seem Lidl was late to its own party with shoppers flooding the comments: “Lidl didn’t set their alarm I see..” and “We deserve a redo, you said 9:00”. Although Lidl never explained the delay, they came back shortly with “We’re so sorry about the delay! The protein bundle is live now!” and 18 minutes later… sold out!

Although this promotion was once its gone, its gone deal, all proceeds from the pop-up venture are going to the NSPCC, Lidl’s charity partner.

Despite TikTok shop only launching in September 2023 major brands such as Maybelline, Charlotte Tilbury, and ASOS  have already played a key role in its growth.

Joanna Gomer, Marketing Director of Lidl GB said: "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."

Lidl’s debut has paved the way for future retailers and online sellers looking to enter or expand within the e-commerce sector. TikTok Shop has, as some would say, revolutionised the way people buy and sell in the UK.

In the end, Lidl’s TikTok Shop debut wasn’t just a sell-out success—it was a game-changer. By jumping into social media-driven retail, Lidl proved just how powerful online shopping has become. The buzz, the rush to buy, and the excitement in the comments all show that shoppers are ready for this kind of experience. And with all proceeds going to charity, it wasn’t just a win for Lidl but for a good cause too. This launch sets the stage for other brands to follow, proving that TikTok isn’t just for trends—it’s the future of shopping.