TikTok users can now buy fresh food via the social network. From today, TikTok users can buy  fresh food from brands including Pasta Evangelists, The Fish Society, The Veg Box Company, By Ruby and EXALT. Food is a popular topic on TikTok: food content has racked up over 26bn views on the platform. Sales take place through the brands’ TikTok Shop page, with each merchant handling delivery directly. Merchants can also work with creators to run exclusive TikTok Lives.

“TikTok has made it easier than ever for food brands and creators to be discovered, and we have an active community of food lovers on the platform,” said TikTok’s Senior Director, eCommerce Operations, Patrick Nommensen. “Enabling fresh food brands and creators to sell directly to our community through a seamless transaction on TikTok Shop is a logical next step. There will also be a huge opportunity for new food brands looking for a springboard to market, and I am excited to see more fresh products available on the platform.”