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4w ago

TikTok Shop Expands to France, Germany, and Italy as European Growth Accelerates

The e-commerce platform launches in three major European markets on March 31, while regulatory concerns persist in the U.S. and Europe.

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TikTok app logo is seen in this illustration taken, August 22, 2022. REUTERS/Dado Ruvic/Illustration/File Photo

Overview

  • TikTok Shop will debut in France, Germany, and Italy on March 31, 2025, marking a significant step in its European expansion.
  • The platform, operational in the UK since 2021 and in Spain and Ireland since December 2024, enables in-app purchases through videos, live streams, and an online store.
  • Partnerships with major brands like Carrefour in France and AboutYou in Germany are part of TikTok Shop's strategy to attract local and cross-border merchants.
  • TikTok Shop aims to diversify its offerings, moving beyond discounted goods to include luxury items such as second-hand Birkin bags.
  • While expanding in Europe, TikTok faces regulatory uncertainty in the U.S. and scrutiny from French lawmakers and trade groups over its competitive impact on local businesses.