TikTok is expanding its TikTok Shop e-commerce platform to users in France, Germany, and Italy starting Monday, according to Reuters.
The platform, which has been available in the United Kingdom since 2021, is now making a bigger push into Europe.
While TikTok Shop is already active in the United States, where it saw strong holiday sales, the app’s future in the country remains uncertain due to ongoing regulatory scrutiny.
To strengthen its presence in Europe, TikTok has been actively recruiting more local sellers, as many current merchants ship products directly from China. “In France, Germany, and Italy, we are already working with merchants to get their products listed on the platform, and TikTok Shop will be available to our TikTok users from next Monday,” said Jan Wilk, head of operations at TikTok Shop UK, in a statement to Reuters.
TikTok is also looking to expand its range of products and price points. While the platform is mostly known for discounted items, Wilk highlighted that higher-end products are also available. For example, a U.K.-based luxury store on TikTok Shop sells secondhand Birkin bags.
