Now home to 1.5m business owners and 30m users in the UK alone, TikTok’s online selling platform grew to an estimated global value of £26bn in FY25, without a doubt influencing buying habits.

But what happens when an SME suddenly finds their innocuous TikTok video has gone viral? Data shows 96% of small business owners are now using the platform to promote their business, spending an average of 3 hours 54 minutes per week creating content, found research by comparison site money.co.uk.