TikTok Shop Expands to France, Germany, and Italy
TikTok’s massive user base and influence among Gen Z and Millennials make it a powerful player in the growing e-commerce market
With the future of TikTok in the U.S. facing some uncertainty, the short video platform has announced a strategic expansion of its e-commerce arm, TikTok Shop into Europe, with France, Germany, and Italy being the first to see the launch starting on Monday, according to Reuters.
Louis Eriakha
This isn’t TikTok’s first step into European e-commerce. TikTok Shop has already launched in Spain and Ireland since December 2024. Now, with Europe’s e-commerce market expected to reach $707.9 billion in 2025, according to Statista, expanding into bigger markets seems like a natural next step. TikTok already has a strong foothold, with over 159 million reported active users across Europe — a massive audience that puts it in direct competition with established platforms like Facebook Shops and Instagram Shopping.
Emmanuel Oyedeji
Soon, users in these new markets will be able to shop directly from TikTok videos and live streams without leaving the app. The new “Shop” tab will make it easy to browse products, track orders, and get personalized recommendations — all while scrolling through their usual content.
But TikTok isn’t just targeting casual shopping.
It’s also working to expand its product mix beyond discounted items, aiming to attract more premium brands and local sellers. Jan Wilk, head of operations at TikTok Shop UK, cited the example of a U.K.-based store already sells luxury secondhand Birkin bags on the platform — signaling TikTok's push to broaden its appeal.
One challenge TikTok Shop faces is its current reliance on Chinese sellers, which can lead to longer shipping times and customer frustration. To fix this, TikTok is actively looking recruiting more European merchants, aiming to cut delivery times and improve user experience.
By combining social media engagement with direct shopping, TikTok is positioning itself as a serious competitor in e-commerce. The challenge will be convincing European shoppers to shift from established platforms like Instagram and Facebook — but TikTok’s grip on Gen Z and Millennials could give it an edge.
