TikTok Shop, the e-commerce division of the popular social media app, is set to launch operations in France, Germany, and Italy starting Monday, marking a major step in its European expansion. The move comes as TikTok’s future in the U.S. remains in jeopardy due to mounting political pressure on its Chinese parent company, ByteDance, to divest the platform.
The shopping feature has been live in the UK since 2021 and entered the U.S. market in September 2023, where it saw robust holiday sales. Despite that momentum, TikTok could face a ban in the United States unless ByteDance secures a deal to transfer ownership to an American buyer.
Accelerated European Growth
Jan Wilk, head of operations for TikTok Shop UK, said the company plans to grow more aggressively in the EU compared to its UK rollout.
“In the UK, this model was very new, and we had to do a lot of education. In Europe, we’re launching with much more speed,” Wilk told Reuters.
In the new markets, TikTok Shop is already onboarding merchants. Notably, supermarket chain Carrefour will sell on the French platform, while AboutYou and Cosnova will participate in Germany.
Beyond Bargain Buys
While TikTok Shop has become known for selling low-cost, direct-from-China goods, the company is working to diversify its product range and price points. Wilk highlighted a UK-based merchant selling second-hand luxury Birkin bags as an example of TikTok Shop’s expanding inventory scope.
The platform’s format allows sellers to host livestreams showcasing products, earning commissions on real-time sales. With a strong influencer ecosystem and built-in entertainment factor, TikTok Shop is pushing for a unique blend of content and commerce.
Strategic Timing
TikTok’s deeper push into Europe could serve as a hedge against potential losses in the U.S., where the platform’s fate hinges on ByteDance’s ability to negotiate a deal. The European expansion also reflects TikTok’s broader ambition to transform from a content-sharing app into a full-fledged e-commerce player in global markets.
