TikTok Shop Expands to France, Germany, and Italy

Impressive Growth in the UK Market

TikTok Shop launched operations in the UK during 2021 and then achieved outstanding success. Jan Wilk, who leads operations at TikTok Shop UK, reported that British shoppers grew by 131% annually while revenue increased by 180% annually during 2024.

As stated in the report, in the UK, TikTok Shop now has more than 200,000 active small businesses, and is now used for more than 6,000 LIVE shopping sessions every day. 

TikTok Shop Expands: Strategic Partnerships with Local Brands

The main European goal of TikTok Shop involves adding local retailers while it expands its selection of products. The platform has started working with major brands in its new territories through partnerships:

• The French supermarket chain Carrefour joins the platform in France
• AboutYou fashion retailer and Cosnova Cosmetics brand will debut as the first sellers when the market launches in Germany

Opportunities for Influencers and Small Businesses

Users on TikTok Shop can establish livestreams for product sales while earning commissions based on their sales performance. The platform’s main reputation stems from discounted products, yet Wilk highlighted plans to expand its product diversity alongside price ranges.

Uncertain Future in the US

The American market future of TikTok Shop remains unknown despite the platform’s European expansion plans. TikTok Shop entered the US market in September 2023 with impressive holiday sales, yet its American operations could shut down because ByteDance has not found an American buyer.

The company’s international expansion into Europe exists in an unusual position because it continues to build its global presence despite the uncertain American market situation.

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