TikTok expands e-commerce operations in Europe, launching in Germany, France, and Italy

TikTok Shop is expanding its European footprint, with launches planned in Germany, France, and Italy on Monday. The moves come as the platform faces potential restrictions in the US unless its Chinese parent company, ByteDance, finds an American buyer. Already available in the UK since 2021, TikTok Shop entered the US market in September 2023 and saw strong holiday sales. In Europe, the platform has been working to onboard more local merchants, shifting away from its heavy reliance on China-based sellers. “In France, Germany, and Italy, we are already working with merchants to get their products listed on the platform, and TikTok Shop will be available to our TikTok users from next Monday,” Jan Wilk, head of operations at TikTok Shop UK, told Reuters. Retail giants such as Carrefour in France, fashion retailer AboutYou, and beauty brand Cosnova in Germany are reportedly among the first to join. [Reuters]