A seemingly plain and simple tote bag from IKEA has been flying off the shelves after going viral on TikTok.
Excited shoppers have been sharing clips of the DRÖMSÄCK bag online, some of which have up to 1.5 million likes and over 7000 comments with many dubbing it a 'uni essential'.
The bag is part of a wider DRÖMSÄCK series, made from 90 per cent recycled polyester and can be carried on the shoulder or worn as a backpack.
It has individual phone and laptop compartments, a loop for your keys, a hidden inner zippered pocket, accessible license/card holder and comes in two stylish colours - olive-green or beige.
"It's a backpack and a shoulder bag! Mind blown," one person commented on this clip, one of over 1.5M responses.
"This is the second video I've seen about this bag today," another wrote, while a third said: "So in love."
In another video, one excited IKEA shopper said, "Everyone's talking about this bag so I had to go to IKEA and see for myself."
"I love the colour," she added.
A spokesperson for IKEA confirmed sales of the bag have skyrocketed across the country, increasing by up to 10x.
Page views of the product on the website have increased by 100x, with the page being viewed more than 20,000 times on one day alone.
Although there is limited stock at the minute, IKEA is expected to get more stock of the bag both in-store and online over the next few weeks.
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