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TikTok Shop debuts in Germany, France and Italy – a new opportunity for sellers
What?
TikTok Shop officially launches in three new European markets: France, Germany, and Italy.
Why?
The platform is expanding its operations in Europe to enable more businesses and creators to sell directly through the TikTok app.
Who's it for?
For brands, e-commerce owners, and B2C retailers looking for innovative ways to reach customers online.
TikTok's new step into digital commerce
TikTok Shop is rapidly expanding its capabilities, adding three new countries to its list of supported markets. After a successful launch in the UK, US, and Southeast Asia, the platform now allows users to set up online stores and sell products in Germany, France, and Italy. This opens up new opportunities for European merchants looking to leverage the power of video commerce and the growing engagement of the TikTok community.
What does this change mean for the digital world?
The entry of TikTok Shop into three major European markets is a significant step in the transformation of online shopping. TikTok users can now discover and purchase products without leaving the app, shortening the purchase path and increasing conversions. For retailers, it's an opportunity to develop new sales channels, increase brand visibility, and reach younger consumer groups. Social commerce platforms are becoming an integral part of digital strategies .
What are the benefits for sellers of being on TikTok Shop?
Entering TikTok Shop isn't just another sales channel—it's an opportunity to reach a new, dynamic audience and leverage the potential of video commerce. The platform combines social engagement with online store functionality, creating a unique shopping experience.
1. Direct sales in the app – i.e. maximum shortening of the purchasing path
One of the biggest advantages of TikTok Shop is the ability to purchase without leaving the app . Customers watch a video, click on a product, and complete the transaction—all in one place. This simplified process significantly increases conversions and shortens decision-making time. For merchants, this means fewer abandoned carts and greater effectiveness of their product campaigns.
2. A new channel for reaching customers – especially from younger generations
TikTok is a space where millions of Generation Z and Millennial users are active—groups that are often difficult to effectively engage with traditional advertising. With TikTok Shop, brands can reach this group in a natural context , building authenticity and trust. This works particularly well in industries like fashion, cosmetics, home and lifestyle, technology, and everyday products.
3. Scalable campaigns based on collaboration with creators
Influencer marketing on TikTok is one of the most effective forms of promotion. Thanks to TikTok Shop, retailers can collaborate with creators who showcase their products in engaging videos . It's not just advertising—it's recommendation, storytelling, and interaction all rolled into one. This approach builds a brand community and increases product awareness.
4. Advanced analytical and advertising tools
Merchants gain access to an extensive analytics dashboard that allows them to track sales results, conversions, user behavior, and campaign ROI. They can also run TikTok Ads campaigns, combining performance marketing capabilities with organic content reach. This allows for quick testing of offers and optimization of activities .
5. Expansion without the need for large investments
Compared to launching a new online store, entering the TikTok Shop is relatively simple and inexpensive. The platform doesn't require advanced technical expertise or major development investments—all you need is a product, a content strategy, and video readiness. For many companies, it's a quick and flexible way to enter the world of digital sales .
6. Building loyalty through community engagement
Brands on TikTok have the opportunity to build a community around their products by actively communicating with users, responding to comments, creating challenges, live streams, and live presentations. This creates stronger relationships than traditional marketing channels.
How to use TikTok Shop in your e-commerce strategy?
If you run an online store or are planning to enter a new market, TikTok Shop can be a great addition to your sales strategy. Here are a few steps to take:
- Create a seller account on TikTok Shop and integrate it with your online store.
- Identify the right products – aesthetic, practical or viral items sell best.
- Collaborate with creators who can promote your products in a natural way.
- Monitor data and optimize your activities – track conversion rates and ROI.
Will TikTok Shop revolutionize the online sales market in Europe?
The expansion of TikTok Shop to Germany, France, and Italy could signal the beginning of a new wave of social media sales development in Europe. Judging by the platform's success in Asia and the US, social commerce will likely become an increasingly important element of digital commerce in Poland as well. Brands that implement this channel early can gain a significant competitive advantage.
Want to learn more?
Write to us and learn how to introduce similar functionalities in your online store.
Read more about innovation in the digital world.
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
