TikTok Shop Expands to Europe Amid U.S. Uncertainty

TikTok Shop is set to launch in France, Germany, and Italy, further expanding in Europe despite potential shutdown threats in the U.S. if ByteDance doesn't secure an American buyer. It has gained popularity for discounted products and aims to diversify its offerings and price ranges.

TikTok Shop is rolling out its services to users in France, Germany, and Italy this Monday, marking its continued expansion into the European market. This move comes as TikTok faces a potential shutdown in the United States if its Chinese parent company, ByteDance, fails to find a domestic buyer. The platform has been operational in the UK since 2021 and recently launched in the U.S. in 2023, achieving robust holiday sales.

The shopping platform is focusing its efforts on integrating more Europe-based sellers, featuring products from merchants in China. Jan Wilk, the head of operations at TikTok Shop UK, expressed optimism about a swift launch in the new countries, contrasting with the initial slow roll-out in the UK due to the novelty of the business model at the time.

Major European brands are already partnering with TikTok Shop for the new launch, including Carrefour in France, AboutYou in Germany, and Cosnova. Known for offering discounted products, the platform plans to expand its product range and pricing strategy, highlighted by sales of luxury items like second-hand Birkin bags in the UK.

(With inputs from agencies.)