TikTok Shop Expands to Europe Amid Uncertain U.S. Future

LONDON, March 27 (Reuters) – E-commerce platform TikTok Shop is set to launch in France, Germany, and Italy on Monday, broadening its presence across Europe despite ongoing uncertainty about its operations in the U.S. Should Chinese parent company ByteDance fail to secure an American buyer, TikTok’s future in the U.S. could be jeopardized.

Since its introduction in the UK in 2021, TikTok Shop has developed a following, and a U.S. launch occurred in September 2023, aiming to capitalize on last year’s holiday shopping surge. However, challenges persist for the service as it navigates potential restrictions in the American market.

“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,” said Jan Wilk, head of operations at TikTok Shop UK, in an interview with Reuters.

Wilk expressed optimism for the European rollout, stating, “My own expectation for Europe is to launch with more speed than we did in the UK. Four years ago, this model was new; we had to do a lot of education and trial to find the right fit.”

Among the merchants joining TikTok Shop in France is supermarket chain Carrefour, while fast-fashion retailer AboutYou and cosmetics brand Cosnova will be enticing consumers in Germany. The platform allows users to conduct livestreams where they can sell a wide array of products, from sneakers to beauty items, and earn commissions on sales.

Wilk noted the platform’s aim to diversify its product offerings and appeal across various price points. He highlighted innovative selling practices, including the recent sales of second-hand Birkin bags by a luxury goods store via TikTok Shop in the UK, as a glimpse into the platform’s potential evolution.