TikTok Shop announced on Monday that it would be rolled out in France, Germany, and Italy, expanding its reach in Europe as there is a potential US ban on TikTok in case its Chinese parent company, ByteDance, does not sell it to an American owner.
The TikTok shopping tab has been live in the UK since 2021. It also went live in the United States in September 2023 and generated robust sales during the holiday season last year. However, unless ByteDance can find an American buyer, TikTok’s future in the United States remains unclear.
TikTok Shop, an e-commerce site on which various retailers sell items directly from China, has been attempting to sign up more sellers from Europe.
Jan Wilk, the UK head of operations at TikTok Shop, informed Reuters in an interview, “Retailers in France, Germany, and Italy are already collaborating with us to sell their goods on the platform, and starting Monday, TikTok users will have access to TikTok Shop”
The firm said AboutYou, a fast-fashion retailer, and cosmetics company Cosnova will begin selling on the German platform, and supermarket giant Carrefour will join TikTok Shop in France.
Discounted products are a staple of TikTok Shop, with creators able to host livestreams for selling items from make-up to trainers and receive a commission on sales.
However, Wilk explained that the website hopes to expand its product and price range. He also cited the UK’s TikTok Shop that sells second-hand Birkin bags.
