TikTok Shop, owned by Chinese company ByteDance, continues to grow in Europe. The Chinese TikTok Shop offers opportunities for businesses of all sizes and is adding new markets to its portfolio. TikTok Shop, part of the video-sharing platform TikTok, was officially made available to sellers in Germany, France, and Italy on March 31, 2025. Applications for sellers to join the platform started at the end of February.
Launched in Europe’s Largest E-Commerce Markets
TikTok’s shopping arm, TikTok Shop, has been active in the United Kingdom since 2021. From December 2023, it was also launched in Spain and Ireland. With these new markets, the platform has expanded to six countries in Europe. These countries represent the five largest e-commerce markets in Europe. The platform is expected to expand to more European countries. It reaches over 72 million users in these countries.
In the countries where TikTok Shop is active, sellers are supported with inventory management and order processing. The “Fulfilled by TikTok” (FBT) service has been available in the United Kingdom for some time. This service is expected to be launched in Germany, Spain, Italy, and France.
Partnerships with Zalando in Germany, Cabaia in France
TikTok is collaborating with About You, acquired by Zalando Group in Germany, and Nivea, owned by Beiersdorf, in Germany. In France, the company is working with bag manufacturer Cabaia and eyewear manufacturer Izipizi, while in Italy, it is partnering with the sustainable beauty brand Goovi. The platform, which also targets small businesses, allows SMEs and local businesses to benefit from a fully integrated e-commerce solution, thus gaining unprecedented business opportunities.
TikTok’s Future in the U.S. Is at Risk
TikTok Shop is available in many countries outside Europe, including the United Kingdom, Thailand, the United States, and Saudi Arabia. TikTok’s shopping feature launched in the U.S. in September 2023. The platform saw significant sales during the 2024 holiday season. However, the platform’s future in the U.S. is uncertain! ByteDance needs to find an American buyer. Otherwise, it may be discontinued.
On the other hand, e-commerce federations in some European countries are requesting measures to protect e-commerce companies from platforms like Temu, Shein, and TikTok Shop. Concerns about “unfair competition” have grown, especially in light of the trade tariffs imposed by the United States.
What is TikTok Shop?
TikTok Shop is a platform where users can sell via live broadcasts and earn commissions from sales. TikTok Shop, TikTok’s shopping feature, allows users to discover products and purchase them at any time without leaving the app. In TikTok’s “Store” tab, customers can search for specific products, discover current promotions, manage orders, and receive personalized recommendations. Users under the age of 18 cannot access content linking to products on TikTok’s shopping feature. The platform has announced that it will conduct “active moderation” on this matter.
The video-focused social media platform establishes a “unique connection” that increases sales between sellers, influencers, and users. This model is called the “Discovery E-Commerce” model. Product discovery occurs naturally through interest-driven content. This model offers a new shopping approach in social media e-commerce. TikTok’s shopping features are directly integrated into personal video feeds and live content. This way, brands obtain virtual storefronts where products and reviews are grouped together. The platform aims to expand its product range and pricing diversity.
