Tilt vs TikTok Shop: Two Ways to Sell Live in the UK
A 2% + 50p auction app against a 9% commission on the biggest discovery platform in the country. Who each one is for, and how to run both.
7 days for £1, then from £9/month.
- Tilt is a UK live-auction app for resellers. Fees start at 2% plus 50p a sale, and auctions can open at £1.
- TikTok Shop puts products inside TikTok itself. UK sellers pay a 9% commission on the order total, including the shipping the customer paid.
- Tilt is for second-hand and collectible stock sold to bidders. TikTok Shop is for shops with repeatable stock, video and often affiliates.
- FLUF picks up sales on both and takes the item down on the other. The TikTok Shop connection is for UK shops.
Which one is for you
Both let you sell on a live video stream, and that is where the similarity ends. Tilt is a marketplace app that people open to buy. Its buyers arrive ready to bid, and its seller page talks to fashion and vintage resellers, toy and trading-card sellers and anyone who needs to turn stock quickly. TikTok Shop is a shopping layer inside an entertainment app. People open TikTok to watch, and your product has to earn a place in that feed through a video, a live or a creator who tags it.
If your stock is one-off second-hand pieces, Tilt fits. If you have twenty of the same thing and can make videos about it, TikTok Shop fits. A vintage seller with fifty unique jackets has little to gain from TikTok Shop’s tools, and a skincare brand has nothing to auction on Tilt.
What each takes from a sale
Tilt advertises seller fees from 2% plus 50p, with no monthly charge and no upfront cost. A £40 pair of trainers costs you £1.30.
TikTok Shop UK charges a platform commission of 9%, inclusive of VAT. The rate applies to the net sale plus the shipping the customer paid plus any platform discount, minus refunds. TikTok’s own worked example is a pair of shoes at £100 with a £10 seller discount, a £10 platform discount and £5 customer-paid shipping: the commission base is £95 and the fee £8.55. On the same £40 trainers with £3.99 shipping you would pay about £3.96 on TikTok Shop against £1.30 on Tilt.
The fee gap is real, and it is not the whole picture. TikTok Shop’s audience is enormous. TikTok’s newsroom said that on Black Friday 2025 TikTok Shop UK sold 27 items every second and beat the previous year’s Cyber Week by 50%. Tilt’s page claims over 1.2 million buyers. A lower fee on a smaller room can still be the better deal for a reseller, and a higher fee on a bigger one can still win for a brand.
How selling works on each
On Tilt you go live from the app and auction items one after another. Tilt puts the bidding at around ten seconds per item, and its seller page suggests a pace of 30 to 40 items an hour. Shipping labels come from Tilt’s integration with Royal Mail and Evri, and Tilt says it pays sellers within seven days. Since August 2026 there is also Clips, which turns an item into a short shoppable video for the feed, so you can sell without being live.
On TikTok Shop you list products in Seller Center with prices, stock and variants, then sell them through shoppable videos, live streams, the Shop tab and affiliates who earn a commission you set. Orders, returns and performance targets run through Seller Center, and TikTok Shop tracks on-time dispatch and customer-service metrics that affect what you can do on the platform. It is a shop with rules and reporting, and it rewards sellers who treat it like one.
Running the two together
Some UK sellers do both: a TikTok Shop for new or repeatable lines, Tilt for the one-offs and returns. The trap is stock. A jacket you listed on TikTok Shop can sell while you are holding it up on a Tilt stream.
| Tilt | TikTok Shop | |
|---|---|---|
| How you connect | FLUF browser extension | Sign in with your TikTok Shop seller account (UK shops only) |
| FLUF sees a sale here | Yes | Yes |
| FLUF ends the listing here when it sells elsewhere | Yes | Yes, it drops the stock |
| Relisting and offer management | No | No |
Both sync both ways. Sell the jacket on TikTok Shop and FLUF takes it off Tilt. Sell it live on Tilt and the TikTok Shop stock drops. FLUF connects TikTok Shop for shops registered in the UK. Sellers in TikTok Shop’s other markets cannot connect it yet.
Which to choose
Choose Tilt if you resell second-hand fashion, vintage, toys or cards, want the lowest fee and are happy on camera. Choose TikTok Shop if you sell repeatable products, can make video regularly and want the reach of the UK’s biggest discovery platform at 9%. If you have both kinds of stock, connect both and let FLUF keep them in step.
What FLUF costs
Crosslisting and inventory sync are on every plan. Start with 7 days for £1, then from £9/month, then plans from £9/month.
| Plan | Monthly | Crosslisted products |
|---|---|---|
| Starter | £9/month | Unlimited |
| Pro | £29/month | Unlimited |
| Super Seller | Custom pricing — tell us what you need | Unlimited |
Sources
- Tilt: sell on Tilt (fees, shipping, payouts, buyer count)
- Tilt blog: what is live shopping, Clips launch
- TikTok Shop UK Seller Center: platform commission fee
- TikTok newsroom: TikTok Shop UK Black Friday 2025 record
Sources checked September 2026.
Related guides
Frequently Asked Questions
A 9% platform commission, inclusive of VAT, calculated on the net sale plus the shipping the customer paid plus any platform discount, less refunds. TikTok Shop's Seller Center publishes the formula and a worked example.
Tilt advertises seller fees from 2% plus 50p per sale, with no monthly fee. Registering is free.
TikTok Shop is built for shops with repeatable stock, variants and video. One-off second-hand pieces are a better fit for an auction app such as Tilt, where each item sells in a few seconds of bidding.
Not yet. Only a shop registered in the UK can be connected today.
Yes. A sale on either one is picked up by FLUF, which then ends the listing on the other and on any other connected channel.
No. Tilt's Clips feature turns an item into a short shoppable video that sells from the feed, though live auctions are still the core of the app.