TikTok Shop has launched its first-ever Fine Art category, marking the first time original art has been sold directly through the platform and signalling the expansion of discovery commerce into high-value, collectable categories.
To launch the category, TikTok Shop will host its first-ever LIVE fine art sale on Wednesday 11th March (6-9PM UK time) featuring independent contemporary artist, Sophie Tea. During the interactive session, Sophie will debut a 20-piece collection of original oil paintings priced at £2,800 each, while completing one painting live on the platform.
The LIVE format allows audiences to watch art being created, interact with the artist in real time, and purchase works instantly – creating a two-way conversation between artist and collector that traditional marketplaces cannot offer.
The launch reflects the rapid growth of TikTok Shop’s discovery commerce model, where users discover products through entertaining, personalised content rather than proactive search. After becoming the fastest-growing UK retailer in 2024*, TikTok Shop has expanded rapidly across categories including fashion, beauty, and home, with brands such as M&S, Sainsbury’s and John Lewis now active on the platform.
This momentum is reflected in TikTok’s growing art community, where creators of all backgrounds are finding audiences and opportunities. Globally, posts tagged #art have surpassed 102 million – a 25% increase year-on-year – while #artistoftiktok has grown to over 1 million posts (+28% year-on-year), highlighting the scale of creative expression on the platform. Creators like Emy Spinks (@emyspinksart), a talented autistic artist from North Yorkshire, use TikTok to share their work and connect with the world – with her account run by her support, India – raising awareness of autism while showcasing her vivid imagination through art.
For artists like Sophie Tea, TikTok Shop provides a new route to market, bypassing traditional gallery and auction gatekeepers that often take up to 50% in commissions. After being rejected early in her career, Sophie – who began painting in 2014 with no formal training – built a community of 1.3 million TikTok followers, using the platform to share her process, connect directly with collectors, and sell her work on her own terms.
Her debut TikTok Shop collection transforms everyday second-hand objects inspired by her viral Charity Shop Fridayseries into collectible fine art, reflecting her mission to make the art world more accessible.
Marco Spaducci, Head of Home & Living at TikTok Shop UK, said: “TikTok Shop is built on discovery commerce – where community, creativity and purchase come together seamlessly. The launch of our Fine Art category expands the platform into high-value, collectable goods, demonstrating how discovery commerce can support premium products and build trust with both creators and audiences. We’re proud to host our first-ever LIVE fine art sale with Sophie Tea, whose direct-to-community approach reflects the evolving creator economy and how artists can engage audeinces in new ways.”
Sophie Tea, independent contemporary artist, said: “I started painting in 2014 with no formal art education and after being rejected by every gallery I applied to, I realised I would have to build my own path. Social media allowed me to grow a direct relationship with my audience, and TikTok has been central to that journey. Launching original fine art on TikTok Shop feels like a natural evolution. It removes the traditional distance between artist and collector – people can discover the work, watch it being created and purchase it instantly, all in one space.
“My hope is that this opens the door further for other artists to sell their work independently and experiment with new platforms. The traditional art world isn’t the only way anymore – artists can build their own communities and connect directly with the people who support their work.”
Event Details
- Date & Time: Wednesday 11th March (6–9pm UK time)
- Artist:@sophieteaart on TikTok
- Format: LIVE interactive sale with real-time painting
- Collection: 20 original oil paintings (£2,800 each)
