TikTok is set to expand its TikTok Shop e-commerce platform to France, Germany, and Italy on March 31, marking a major step in the app’s growth across Europe. This follows the successful roll-out of TikTok Shop in the United Kingdom in 2021, and more recently in Spain and Ireland last December.
Jan Wilk, the head of operations at TikTok Shop UK, confirmed that the platform has already begun collaborating with merchants in these three countries to list their products, ensuring the platform’s availability to TikTok users by the end of the month. “In France, Germany, and Italy, we are already working with merchants to get their products listed on the platform, and TikTok Shop will be available to our TikTok users from next Monday,” Wilk said in an interview with Reuters.
The TikTok Shop features direct buying capabilities using the platform where users can access sneakers cosmetics as well as high-end products. TikTok Shop achieves market success among UK and US consumers particularly during holidays and the platform aims to welcome additional European vendors offering Chinese products.
The platform has initiated a program to onboard high-quality merchants from China who want to establish their businesses in Europe for selling premium goods to the market. Through its “full-custody” operational model TikTok Shop oversees product listings and performs advertisement functions while handling shipping processes and post-sale support for businesses which maintain proper documentation with European Union standards. To become a self-operating merchant requires invitation before access.
The platform expands its operations during an uncertain period for TikTok in the United States due to U.S. government concerns about Chinese control over the company. The e-commerce growth of TikTok in Europe remains a main priority despite current difficulties.
Several notable merchants have already arranged for TikTok Shop selling opportunities in the recently added territories. French supermarket chain Carrefour has planned to join the platform and German fast-fashion retailer AboutYou together with cosmetics brand Cosnova will start providing their products to German customers.
TikTok Shop, which is known for offering discounted prices, aims to diversify its range of products and pricing. For instance, Wilk highlighted a U.K.-based luxury goods store on the platform that sells secondhand Birkin bags, showing the company’s intent to attract a broader customer base, including those interested in luxury goods.