Apr 07, 2025
TikTok Shop, which has been active in Spain and Ireland since December, is now expanding its e-commerce features across Europe.
Users in France, Germany, and Italy can now shop directly within the app through shopping links in videos, live streams, and the dedicated online store—without ever leaving TikTok.
According to TikTok, the new shop tab allows users to search for products, explore promotions, track their orders, and receive personalized recommendations via interactive content with built-in shopping features.
Outside the EU, TikTok Shop is already operating in countries like the UK, U.S., Thailand, and Saudi Arabia.
Several French brands are backing TikTok Shop’s expansion, including popular names like bag maker Cabaia and eyewear company Izipizi.
However, users under 18 won’t be able to access content containing TikTok Shop links. The platform stated it would ensure “proactive moderation” to maintain a safe experience for younger audiences.
This move comes amid growing scrutiny. French lawmakers have launched a commission of inquiry into TikTok’s psychological impact on children and teens, reflecting growing concerns over the app’s influence.
TikTok Shop’s entry into e-commerce has also raised alarms among French retailers. Leading trade federations have urged the government to take immediate action against platforms like Temu, Shein, and TikTok Shop, citing fears of “unfair competition” and increased pressure from global trade tensions, particularly with the U.S.
(source)