TikTok is preparing to expand its e-commerce platform, TikTok Shop, to users in France, Germany, and Italy. Although TikTok Shop has been available in the United Kingdom since 2021, the platform is set to go live in these additional countries next Monday.
Also, TikTok Shop has gained popularity in the United States, especially during the holiday shopping season. However, its long-term prospects in the country remain uncertain due to ongoing regulatory challenges.
As reported by Reuters, TikTok has been actively recruiting more sellers based in Europe to create a more diverse marketplace, as a significant portion of merchants currently ship products from China.
“We are already collaborating with merchants in France, Germany, and Italy to list their products on the platform, and TikTok Shop will officially launch for users in these regions next Monday,” said Jan Wilk, head of operations at TikTok Shop UK.
TikTok is also striving to expand its product range beyond just low-cost items. Wilk pointed out that the platform already accommodates luxury retailers, mentioning a UK-based store that sells secondhand Birkin bags through TikTok Shop.
With this European expansion, TikTok Shop is strengthening its position in the global e-commerce industry, offering users a broader selection of products across various price points.
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