Starting today, TikTok Shop is available in Germany, France, and Italy, where a total of 72.1 million users reside. Among the first sellers are About You and Nivea, as well as local merchants. “TikTok Shop opens new opportunities for brands of all sizes.”
TikTok has allowed merchants to register for selling through TikTok Shop in Germany, France, and Italy since late February. As of today, March 31, the shopping functionality is officially available in these countries, following its launch in the United Kingdom, Spain, and Ireland. This brings the number of European countries to six, including the five largest ecommerce markets in Europe. An expansion to other countries on the continent is expected.
Discovery ecommerce
TikTok’s shopping feature enables users to browse, discover, and purchase products without leaving the app. The social media platform claims to create a sales-boosting “unique connection” between sellers, creators, and users. “This innovative model of ‘Discovery ecommerce’ offers a new way of shopping, where product discovery happens naturally through engaging and interest-driven content.”
‘TikTok Shop offers a new way to shop’
Shopping features are directly integrated into personal feed videos and live content. Brands get their own virtual storefronts, where products and reviews are grouped together.
About You, Nivea, Cabaia, and Goovi
For the launch of TikTok Shop in Germany, the company is partnering with About You – acquired by the Zalando Group – and Nivea, owned by manufacturer Beiersdorf. In France, partnerships include bag maker Cabaia, while in Italy, TikTok Shop collaborates with Goovi, a sustainable beauty product manufacturer. TikTok Shop is also explicitly targeting smaller businesses, stating: “Merchants, particularly SMEs and local businesses, benefit from a unique, fully integrated ecommerce solution that offers unprecedented business opportunities.”
Fulfilled by TikTok
In many of the countries where TikTok Shop is active, the platform supports sellers with inventory management and order processing. Fulfilled by TikTok (FBT) has been available in the United Kingdom for some time, and job listings indicate that the service will also be introduced in Germany and Spain. It is expected that the service will launch in Italy and France as well.
