M&S have reset their business with a new B2C distribution deal in Europe and launched the official M&S TikTok Shop.
M&S post Brexit reset with Zalando in Europe
M&S sell around the world with partners in many of the countries they trade in. Largely focusing on their B2C business, they have done a deal with Zalando’s B2B logistics solution, ZEOS which supply M&S’ entire online direct-to-consumer business in continental Europe from early 2026.
M&S first partnered with Zalando in 2022 to fulfil orders through three marketplace partners in Europe; Zalando, About You and Amazon. In the last quarter, M&S has seen rapid growth online, with Zalando sales +131% vs LY.
The new agreement will see ZEOS fulfil M&S’ entire online direct-to-consumer orders in continental Europe covering 21 markets, creating one single stock pool as well as an advanced order management system for Fashion, Home & Beauty products sold in Europe from early next year.
By optimising ZEOS’ local fulfilment network, the customer shopping experience online will also be elevated with faster delivery and returns processes; cutting delivery times by up to 2-3 days.
The ambition for M&S’s International business is to build a global omnichannel business, utilising the expertise and infrastructure of strategic partners, through simple, scalable operating models, which are capital light. ZEOS’ operational infrastructure will support M&S’ online growth, delivering an expected sales uplift of up to 30%, whilst also reducing logistics cost by up to half, and improving operating margins.
Having reset the International business to reshape M&S for global growth, we’re focusing on bigger, better partnerships, which enable us to bring the best of M&S to the world. Our partnership with Zalando supported us as we begun to scale our online growth over the last three years and now we’re taking the next step, leveraging ZEOS’ operational infrastructure to scale our online business in Europe further. This is a key strategic market where our trusted brand and stylish Fashion, Home & Beauty offer resonates with customers.
– Mark Lemming, Managing Director of International, M&S
M&S TikTok Shop
M&S has launched on TikTok Shop to bring customers’ favourite products to the UK’s fastest growing shopping platform where one beauty product sells every second in the UK.
Initially launching as a pilot, the official M&S TikTok Shop is part of M&S’s focus to broaden appeal and make it easier for customers to discover and shop whenever, wherever and however they like. This follows previous work with creators on TikTok, for instance engaging the SugarCoatedSisters to promote the M&S England Womenswear Collection in 2023.
The shop will initially range a curated selection of Beauty products, from skincare heroes, including £6 Apothecary Hand Lotion and the retailer’s SKINKIND range (from £7.50) to home-fragrance favourites, like the popular £10 Discover (three million bottles sound and counting). By bringing together the quality and value of M&S with the energy and influence of TikTok, the shopping platform will help raise awareness of M&S’ growing beauty offer as the retailer looks to become a destination for curated beauty and grow market share in the category.
The move to TikTok Shop comes at a time when M&S is capturing the attention of the TikTok community with products including this year’s Christmas decorations range, a trench jacket from its summer collection and animal print collarless jacket going viral, leading them to sell out.
Other products that have gone viral include M&S haircare and bodywash, and even disinfectant and laundry products. In fact, the hashtag #marksandspencer has racked up 104.2k posts on TikTok where users head to the platform organically to share their favourite M&S products.
The launch of a dedicated M&S TikTok Shop means creators will now be able to make content instantly shoppable within the Beauty category across selected products.
M&S will use the pilot to explore different ways to broaden appeal and connect with younger audiences who are increasingly discovering brands through creators and short-form video.
The retailer will partner with TikTok creators and share behind-the-scenes content, bringing product stories to life through tutorials, reviews and styling inspiration. Exclusive bundles and TikTok Shop-only promotions will also be available.
M&S will also trial TikTok LIVE shopping sessions, hosting live beauty demos and styling sessions that let customers see products in action and ask questions in real time.
Our TikTok Shop supercharges the buzz we have on the platform by bringing the magic of M&S into a space where people love discovering new products – making it even easier for fans to shop their favourites while bringing our quality, style and value to new audiences. It’s the latest step in our social-first, product-led strategy – meeting customers where they are and putting product right at the heart of our marketing.
– Sharry Cramond, Fashion, Home & Beauty Marketing Director, M&S
We’re so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable in the app. With many M&S items going viral and dominating the FYP, this partnership gives our community a seamless way to discover and now seamlessly shop the M&S products they love.
– Broghan Smith, Head of Fashion & Beauty Key Accounts, TikTok Shop