While London is often considered the UK's hub for entrepreneurs, there's a new generation of small businesses that are bucking that trend and making their mark far beyond the capital. From long-running family firms, to promising side-hustles and scale-ups, TikTok is now home to a thriving community of over 1.5 million small businesses (SMEs) across the UK, who are reshaping the way Brits discover and shop, fuelling economic growth in all corners of the UK.
New data reveals that 8 in 10* TikTok SMEs are now based outside the M25, and not just in major towns and cities, but rural villages, coastal communities, and island outposts you may have never heard of.
With more than 37 million posts for #SmallBusiness on TikTok, this new generation of SMEs and side-hustlers are using TikTok as their digital shop window, selling their goods to consumers across the UK and are even going global, thanks to TikTok.
The UK's new SME capitals
The Midlands was found to have the highest concentration of SMEs outside London, accounting for one in five (20%) SMEs, followed by South East England (9%) East of England (8%) and Yorkshire (8%).
While Manchester and Glasgow have emerged as urban hubs of entrepreneurship, with 11% of SMEs based in Manchester (11%) and Glasgow home to a quarter (25%) of Scottish SMEs on the platform.
Small businesses, big impact
These SMEs may be thousands of miles apart, but they're all using TikTok to reach new customers and grow their businesses, unlocking new demand in all corners of the UK and around the world.
This is driving more than sales, it's driving greater resilience and economic activity in places that need it – whether that’s a seaside town or a local high street.
This growth comes as the government puts economic growth at the centre of its agenda, with a clear focus on ensuring every part of the country can contribute. SMEs are recognised as critical to that mission: they account for 99.9% of UK businesses and three-fifths of private sector jobs. TikTok’s data shows how those firms are using the platform to find new routes to market and driving growth from coastal communities to city centres.
Local legends
From high street stalwarts and family run businesses to not-for-profits and companies with a social purpose, TikTok levels the playing field and makes it easier than ever for independent businesses to sell through the platform, with LIVE, shoppable videos and real life engagement. Wherever they are in the UK, it means businesses like @thehighlandhound, specialist dog product company and TikTok's most northerly SME, has grown sales from their hub in the Scottish Highlands of Dornoch. While TikTok's most sourtherly SME, tourism body Visit Jersey in the Channel Islands, has reached more potential visitors that they wouldn't otherwise have engaged with.
Based on the Isle of Cumbrae, family run business Jacks Alt Stays (@jacksaltstays) has used the platform to generate demand for its themed hot-tub cabins. Adam Jack, co-founder of Jacks Alt Stays, said: "The part TikTok has played in our success cannot be understated - around 50% of our guests first heard about Jack’s Alt-Stays through the platform. TikTok has given us incredible visibility, translating cabin tours and behind-the-scenes clips into fully booked calendars and guests even driving eight hours just to stay with us. Demand now outstrips our five existing cabins, so we’re adding three more - and I'm sure we'll be documenting our journey on TikTok."
Independent toy and ride-on specialists ToysToysToys (@toystoystoys) operate a large retail store in Liverpool, but have used TikTok Live to showcase their latest stock. Jane Hastings, founder of ToysToysToys, said: "Going Live on TikTok has transformed our business. In the past year alone we’ve sold over 100,000 toys, including 1,200 Real FX Stitch sets after one demo went viral. But the most rewarding part has been how that momentum has fuelled our annual Christmas Toy Appeal. Thanks to the incredible TikTok community, we’ve been able to donate bumper hauls of toys to children who might otherwise go without."
Meanwhile, Newhaven-based business Cheeky Wipes (@cheekywipes) have built a loyal community on the platform, experiencing a 58% in GMV in just one month through their daily TikTok daily LIVES which aim to break down taboos and focus on the topics which matter most. Helen Rankin, founder of Cheeky Wipes, said: "When I launched Cheeky Wipes in 2008, reusable wipes were still a radical idea. Today we’re helping thousands ditch disposables, and TikTok has turbocharged that mission. It’s where we can talk openly about the topics which matter, build a loyal community, and see real impact - from a 58% jump in GMV in just one month to daily TikTok Lives. For us, TikTok isn’t just a sales channel, it’s where taboos get broken and customers keep coming back to learn, share and shop."
Similarly, not-for-profit thrift shop Clash Creative Home (@clashcreativehome) have taken to TikTok to show what it's like to run their Exeter-based business. Carmen Croxall, founder of Clash Creative Home, said: "TikTok has been the driving force behind our thrift warehouse. One simple warehouse tour video sparked queues outside and doubled our weekly sales. In just eight months we’ve rehomed over 150,000 items that might otherwise have gone to landfill, and the TikTok community has kept that momentum going by sharing their own videos. For us, TikTok isn’t just about visibility - it’s created a movement of people who want to shop differently and spread the word."
Supporting small businesses' big ambitions
Since launching in the UK in 2018, TikTok has become a vital marketing and sales tool for SMEs across sectors including hospitality, fashion, FMCG and toys. In April, the company created its first SME Council to amplify small business voices to policymakers and advocate for measures that support growth at a time when many face challenges from inflation, labour costs and intense competition.
Ali Law, Director of Public Policy and Government Affairs at TikTok UK, said: "Whether they are in a coastal village or a countryside community, TikTok gives entrepreneurs outside major cities the tools and visibility to grow. At a time when government is focused on boosting growth across every part of the economy, SMEs are proving they can play a vital role - and we're proud of the way TikTok is fuelling opportunity in every corner of the UK."
Regional SMEs on TikTok
ToysToysToys (@toystoystoys) is a Liverpool-based independent toy and ride-on specialist founded in 2022. It operates a large retail store at Crosby Road and sells online and through TikTok, known for its wide selection of brand new toys. The team regularly go live on TikTok to showcase the latest stock and the features of the toys to sell to the audience.
Clash Creative Home (@clashcreativehome) is a not-for-profit thrift warehouse - via The Secondhand Craft Shop CIC - in Exeter offering second-hand craft materials, toys, homewares and more. Carmen uses TikTok to go behind the curtain of running a thrift shop, inspire her audience to repurpose "rubbish" to make something new and showing the process of upcycling.
Jacks Alt Stays (@jacksaltstays) is a family business operating themed hot-tub cabins in Millport, Isle of Cumbrae, which opened in October 2022. It’s gained strong demand via TikTok and is now expanding from its original five cabins with three more underway. Initially documenting the journey to starting a family business, Jacks Alt Stays content has evolved to show BTS engaging employee content and details of their unique cabins.
Cheeky Wipes (@cheekywipes) was founded in 2008 to make reusable products like baby wipes and period pants that are eco-friendly, affordable and easy for everyday families. It has grown into multiple brands (Cheeky Wipes, Cheeky Pants, The Nappy Gurus, Secret Whispers) and leverages TikTok for community engagement and growth. Cheeky Wipes uses its TikTok platform to break taboo subjects, educate audiences on their products and is a safe space for the community to ask questions.
*Methodology
This dataset provides a snapshot of TikTok’s commercially active small and medium-sized business (SMB) ecosystem in the UK as of May 2025. It draws from two primary sources: TikTok For Business SMB Accounts and TikTok Shop seller data.
The dataset includes SMBs that have an active commercial relationship with TikTok, either by advertising on the platform or selling through TikTok Shop. It does not capture the full scope of SMBs with a presence on TikTok, such as those with organic accounts only. Duplicate and unverified accounts have been removed.