Key Takeaways:
- TikTok Shop is launching in France, Germany, and Italy next Monday.
- The platform is expanding quickly in Europe after success in the UK.
- TikTok Shop is also planning launches in Japan and Brazil soon.
- Despite challenges in the US, the platform is performing well there.
- Gen Z is leading the way in using TikTok Shop for purchases.
TikTok Shop Is Going Big in Europe
TikTok Shop, a popular e-commerce platform, announced big plans to expand into three more European countries: France, Germany, and Italy. This move comes as the company is dealing with challenges in the US, where it might have to find a US buyer to stay operational.
The platform has already been doing well in the UK since 2021, and now it’s aiming to grow even faster in these new markets. “We’re excited to bring TikTok Shop to France, Germany, and Italy. We’re already working with local merchants to get their products ready for our users,” said Jan Wilk, head of operations at TikTok Shop UK.
Wilk believes that the platform will grow faster in these new countries than it did in the UK because the concept is no longer new. “Four years ago, when we launched in the UK, this kind of social commerce was very new. Now, people are more familiar with it, so we expect a faster adoption,” he added.
New Partnerships and Services
TikTok Shop is teaming up with big names in Europe to make its launch successful. In France, the platform is working with Carrefour, a well-known supermarket chain. In Germany, it’s partnering with AboutYou, a fast-fashion retailer. These partnerships will help TikTok Shop offer a wide range of products to its users.
Additionally, TikTok Shop is bringing its “Fulfilled by TikTok” service to Germany. This service handles storage, packing, and shipping for sellers, making it easier for them to focus on sales. The service was first introduced in the UK in 2023 and has been a huge success.
Global Expansion Continues
The expansion into France, Germany, and Italy is part of TikTok Shop’s bigger plan to go global. The platform recently launched in Spain and Ireland in December, bringing its total presence to more than 10 countries worldwide.
But Europe is not the only focus. TikTok Shop is also looking to Asia and South America. The company plans to launch in Japan by June and in Brazil later this year. To support this growth, TikTok Shop is hiring new team members in Tokyo and São Paulo.
Growing Product Range
TikTok Shop is known for offering discounted items, but the platform is now working to offer more variety. “We want to have a wide range of products at different price points,” said Wilk. For example, TikTok Shop UK has even sold second-hand Birkin bags, which are luxury items, showing that the platform is not just for cheap goods.
This strategy is helping TikTok Shop stand out in the competitive e-commerce world.
US Performance Despite Challenges
In the US, TikTok Shop launched in September 2023 and has been performing well despite regulatory challenges. According to Bloomberg Second Measure, TikTok Shop’s January sales increased by 153% compared to the previous year, outpacing competitors like Shein and Temu.
A recent survey by PartnerCentric found that 37% of TikTok users in the US have made at least one purchase on TikTok Shop in the past six months. On average, users spent $59 per purchase and made about 12 purchases a year.
Meanwhile, the US Supreme Court has required TikTok to be sold to a US buyer by April, though President Trump has delayed enforcement by 75 days. Despite this uncertainty, TikTok remains available on US app stores and has recently returned to Google Play and Apple’s App Store.
Shopping Patterns Show Gen Z Leads the Way
TikTok Shop’s success is largely driven by Gen Z, who are the biggest users of the platform. According to the PartnerCentric survey, 61% of Gen Z users have made purchases on TikTok Shop, compared to 40% of Millennials and 20% of Gen X.
The average Gen Z user spends $46 per purchase, and nearly one-third of their purchases are influenced by recommendations from influencers on TikTok.
In the UK, TikTok Shop has seen a 27% increase in shoppable videos from January 2023 to November 2024, showing the growing popularity of social commerce.
Conclusion
TikTok Shop is quickly becoming a major player in the e-commerce world. With its expansion into France, Germany, and Italy, the platform is solidifying its presence in Europe. At the same time, it’s making big moves in Asia and South America.
Despite challenges in the US, TikTok Shop is performing well, driven by Gen Z users who love the convenience and social aspect of shopping on the platform. With its growing product range and global expansion plans, TikTok Shop is set to continue its success in the coming years.
