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The Guardian - UK
The Guardian - UK
Entertainment
Lucy Knight and Sarah Shaffi

TikTok to sell books directly to users via marketplace

TikTok BookTok TikTok Shop Bookshoporg HarperCollins UK PRH
TikTok.
TikTok. Photograph: Chesnot/Getty Images

TikTok has proved to be a hugely successful way to promote books in recent years, with publishers attributing the popularity of books such as It Ends With Us by Colleen Hoover and The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid in large part to recommendations on the app. Now TikTok has decided to sell books directly, announcing partnerships with publishers HarperCollins UK, WH Smith, Bloomsbury and bookshop.org, all of which will sell books via TikTok’s online marketplace.

#BookTok is one of the social media platform’s most popular hashtags, reaching more than 90bn views to date, and as a result TikTok has formed several partnerships off the back of its success, including with the Hay festival and publisher Penguin Random House (PRH), where since September, app users have been able to tag any PRH title in their videos.

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