TikTok has launched its in-app shopping service, TikTok Shop, in Spain and Ireland as part of its push to establish a stronghold in Europe’s digital commerce sector. This feature allows users to browse and purchase products directly within the app while interacting with creators and businesses in real time.
According to TikTok, the platform will initially enable only businesses based in Spain and Ireland to sell products through the app. Items available for purchase include electric fryers and health supplements, priced between €3 and €60, as per a list viewed by Bloomberg News.
The app’s growing popularity in Spain, where it boasts 20 million monthly users, is expected to drive significant engagement with the new feature. TikTok has emphasized the use of secure third-party payment platforms to facilitate transactions.
TikTok’s European expansion is part of its broader strategy to diversify its business model and seek alternative markets. The Chinese-owned platform is facing potential regulatory hurdles in the United States, where it could be banned unless ByteDance, its parent company, divests its stakes.
Building on the success of its TikTok Shop in Asia, the company is planning further launches in France, Germany, and Italy in the near future. The in-app shopping feature has already proven to be one of ByteDance’s fastest-growing ventures, reflecting the increasing convergence of social media and e-commerce.
As TikTok Shop rolls out in Europe, it aims to provide businesses with innovative ways to connect with users and strengthen its foothold in the competitive e-commerce market.
