TikTok Shop Launches in France, Germany & Italy - Expansion News

TikTok Shop Expands to New European Markets

TikTok is preparing to launch its TikTok Shop e-commerce feature for users in France, Germany, and Italy starting Monday, according to a report by Reuters.

The platform has already been operational in the United Kingdom since 2021, and this move signifies a further expansion of the company’s commercial presence within Europe.

Current Status and Future Outlook

Despite its availability in the United States and a successful holiday sales period, the long-term viability of TikTok within the U.S. market remains unclear.

Efforts are currently underway to increase the number of European sellers utilizing TikTok Shop, as a significant portion of products presently sold originate from China.

Onboarding European Merchants

“We are actively collaborating with merchants in France, Germany, and Italy to list their products,” stated Jan Wilk, head of operations at TikTok Shop UK, in an interview with Reuters.

“TikTok Shop will be accessible to our user base in these countries beginning next Monday.”

Diversifying Product Offerings

TikTok aims to diversify the range of products and price points available on TikTok Shop, which has largely become associated with discounted items.

As an example, Wilk highlighted a luxury goods retailer based in the U.K. that currently offers pre-owned Birkin bags through the platform.

This demonstrates a move towards incorporating higher-end merchandise into the TikTok Shop ecosystem.