TikTok is making a major move in the European e-commerce market by launching its TikTok Shop platform in France, Germany, and Italy. The expansion is set to take place on Monday, marking a significant step in the company’s efforts to grow its online marketplace beyond the United Kingdom, where the feature has been available since 2021.
The company has been actively working with merchants in these new regions to ensure their products are listed ahead of the launch. “In France, Germany, and Italy, we are already collaborating with sellers, and TikTok Shop will be accessible to our users starting next Monday,” said Jan Wilk, head of operations at TikTok Shop UK, in an interview with Reuters.
While TikTok Shop has already gained traction in the United States, its future in the country remains uncertain due to ongoing regulatory concerns. However, the platform saw a surge in sales during the holiday season, reinforcing its potential as a major player in online shopping.
TikTok is also focused on diversifying its product offerings. Although the platform is widely associated with affordable goods, it is now looking to attract a broader range of products and price points. For instance, TikTok Shop in the UK features a luxury retailer selling secondhand Birkin bags, showcasing the platform’s efforts to cater to high-end shoppers.
With this expansion, TikTok aims to establish a stronger foothold in the European e-commerce landscape while encouraging more sellers from the region to join the platform, reducing its reliance on merchants shipping from China.
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