TikTok Shop Expands to France, Germany, and Italy as European Growth Accelerates

The e-commerce platform launches in three major European markets on March 31, while regulatory concerns persist in the U.S. and Europe.

TikTok Shop will debut in France, Germany, and Italy on March 31, 2025, marking a significant step in its European expansion.
The platform, operational in the UK since 2021 and in Spain and Ireland since December 2024, enables in-app purchases through videos, live streams, and an online store.
Partnerships with major brands like Carrefour in France and AboutYou in Germany are part of TikTok Shop's strategy to attract local and cross-border merchants.
TikTok Shop aims to diversify its offerings, moving beyond discounted goods to include luxury items such as second-hand Birkin bags.
While expanding in Europe, TikTok faces regulatory uncertainty in the U.S. and scrutiny from French lawmakers and trade groups over its competitive impact on local businesses.