'Social media transformed our business'

A family-run business in Wolverhampton has used social media to take its products to a global audience.

Malik Butchers, run by brothers Manny and Adnaan Malik, has amassed millions of views on TikTok, which they said had directly resulted in new sales.

Manny said: "Ultimately we are in a place that isn't high footfall. We are actually selling halal meat online, in real time."

The business was opened by their grandfather in 1970, and the brothers are now opening a second shop in Stoke-on-Trent, something Adnaan says would "not have been possible without social media."

Manny added: "It's not just about creating jobs and opportunities here in Wolverhampton, but we're looking further afield"

The Malik brothers aren't the only ones using online platforms to their advantage.

According to TikTok, one in five UK small and medium enterprises on the platform are based in the Midlands region.

Laura Schmidt from Burntwood in Staffordshire set up her journal business, Lovendu, in 2020.

Schmidt has grown her portfolio from two products to 24 and now operates out of a warehouse.

With more than 100,000 followers online, she is able to market her products without normal advertising costs.

Schmidt says: "The first three years of our business we grew completely organically so we didn't pay for any marketing.

"We've managed to spend that money on a warehouse, which has been amazing. I've also been able to hire my mum."

Retail experts do not expect the trend of shopping by social media stopping any time soon.

Sarah Montano is professor of retail marketing at the University of Birmingham and says: "It's actually been a huge benefit for independent retailers. It can be much more cost effective, you can get direct access to your customers.

"The great thing about creating your digital storefront is that there is less risk. So if you're going to have a physical outlet, there will be quite a lot of costs, so it's a great place for you to start."

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