Last update: 28th March, 2025. TikTok made a major move in the European e-commerce market by opening its TikTok Shop in Germany, France, and Italy, starting 31st of March 2025. This expansion is a significant step in TikTok’s strategy to enhance its role in social commerce and offer new opportunities for businesses looking to leverage the platform’s massive user base. Read about TikTok’s Shop presence in Europe, benefits for sellers and consumers, preparing for further expansion and its meaning for European businesses. Also learn how to open a TikTok Shop.
Article’s contents:
- TikTok Shop in Europe ↩︎
- How TikTok Shop benefits sellers and consumers? ↩︎
- TikTok’s hiring surge: Preparing for growth ↩︎
- What this expansion means for European businesses? ↩︎
- How to start selling on TikTok Shop in Germany, France, and Italy? ↩︎
(Image Source: www.unsplash.com)
TikTok Shop in Europe1
With its latest expansion, TikTok Shop is now available to merchants in three of Europe’s largest economies. This follows its earlier rollout in Spain and Ireland. By broadening its reach, TikTok is positioning itself as a formidable player in the European e-commerce sector, which is already seeing rapid digital growth.
Germany, France, and Italy have some of the most active online shopping communities in Europe. According to recent industry reports, these countries collectively represent a substantial portion of Europe’s e-commerce market. TikTok Shop’s entry into these markets is expected to benefit local businesses by providing direct access to a highly engaged audience that actively interacts with content on the platform.
TikTok Shop was supposed to expand to continental Europe in summer 2024, however its earlier expansion was paused for a while due to decision to focus more on the U.S market, as reported by Bloomberg.
Starting March 31, 2025, TikTok’s 24.2 million monthly German users will be able to shop via the video app. In Germany, users can look forward to their favorite products, from fashion and beauty to carnival costumes. As reported by TikTok on 27th of March 2025, launching at launch, brands include ABOUT YOU , cosnova ( essence & Catrice ), Deiters , and NIVEA (Beiersdorf) , as well as small local companies like Miralina’s Halal Sweets and TEVEO , which make up the majority of retailers in Germany.
Max Burianek, Head of TikTok Shop Germany, commented on the launch of TikTok Shop in Germany: “We are excited to create a new kind of shopping experience with TikTok Shop that connects consumers, sellers, and creators. From our Munich location, we will offer a diverse range of products from international and locally established brands as well as SMEs, reaching a quarter of the population in Germany.”
How TikTok Shop benefits sellers and consumers?2
Merchants in Germany, France, and Italy can now integrate their businesses with TikTok Shop, allowing them to sell products directly through the platform. This move aligns with TikTok’s broader strategy of blending entertainment and commerce, creating a seamless shopping experience for users while providing businesses with an innovative way to connect with potential customers. TikTok’s algorithm-driven content discovery helps brands gain visibility without relying solely on traditional digital advertising. Short-form videos and live shopping events can engage users and drive sales more effectively than conventional e-commerce platforms.
Why TikTok Shop is a win for customers and sellers in Germany, France & Italy
As TikTok Shop expands into Germany, France, and Italy, both shoppers and sellers are gaining access to an entirely new way to engage in e-commerce — one that’s entertaining, immersive, and highly personalized.
What it means for shoppers:
- Seamless in-app experience: Shop directly through LIVE streams, creator videos, or brand profiles — all without leaving the TikTok app
- Authentic recommendations: Discover trending products through real voices and creators within the TikTok community.
- Exclusive offers: From limited-edition drops to time-sensitive promotions, TikTok Shop is a goldmine for exclusive deals.
- Safe & convenient checkout: Enjoy a smooth and secure end-to-end shopping journey — from discovery to delivery
What it means for sellers:
- Immersive product discovery: Reach engaged audiences through videos, LIVEs, and the Shop Tab — perfect for small and large businesses alike
- Creator-driven marketing: Collaborate with influencers through TikTok’s Affiliate Program to amplify reach and boost sales
- Smart growth tools: Leverage built-in analytics, promotional tools, and fulfillment options like TikTok’s FBT service to streamline operations
- One-stop selling platform: Everything from product upload to order management happens within TikTok’s integrated seller center
Success stories: How brands thrive on TikTok Shop
As TikTok Shop rolls out in Germany, France, and Italy, early adopters from other regions are already seeing impressive results. These case studies from TikTok Shop’s page for sellers demonstrate how brands can leverage the platform’s unique mix of entertainment, community, and commerce to drive real growth.
Benefit Cosmetics: Engagement-driven growth
Beauty brand Benefit launched its presence on TikTok Shop through a mix of LIVE shopping events and short-form video content. Their strategy focused on authentic tutorials, like live brow wax sessions, which gave customers behind-the-scenes insights into products and processes.
📈 Key results:
- 62K LIVE audience views
- 280K Total LIVE likes
- 2.5K New followers
Glow Hub: Viral skincare, massive ROI
UK-based skincare brand Glow Hub turned TikTok Shop into a high-performance sales channel by combining weekly LIVEs, conversion ads, and TikTok’s affiliate tools. Their focus on educational and engaging skincare content helped build a loyal community — and go viral.
📊 Performance highlights:
- +1806% Payment uplift YoY
- −92% Cost-per-acquisition (CPA)
- +1236% Return on ad spend
Related to TikTok Shop Germany:
- TikTok Shop tutorial for Germany from TikTok’s official website
- TikTok Shop affiliate program Germany
- TikTok Shop Seller Center
TikTok’s hiring surge: Preparing for growth3
TikTok’s aggressive expansion is evident in its recruitment efforts. As of February 18, the company has posted numerous job openings in its new e-commerce markets, including 11 positions in Munich, 6 in Paris, and 4 in Milan. Additionally, TikTok is ramping up hiring in other regions, with 26 new roles in Japan and 29 in Sao Paulo, Brazil. These hiring efforts indicate that the company is heavily investing in infrastructure, customer support, and logistics to ensure a smooth rollout of TikTok Shop in these key regions.
What this expansion means for European businesses?4
For European merchants, TikTok Shop presents a lucrative opportunity to tap into a platform with over a billion active users worldwide.
The combination of social engagement and e-commerce functionality allows businesses to:
- Reach a younger, digitally savvy audience.
- Leverage TikTok’s viral marketing potential to drive sales.
- Utilize live shopping features to create engaging shopping experiences.
- Benefit from the logistics support provided by Fulfilled by TikTok (for eligible sellers in Germany).
The launch of TikTok Shop in Germany, France, and Italy marks a significant milestone in the evolution of social commerce in Europe. With its content-driven approach and new logistics capabilities, TikTok is well-positioned to compete with established e-commerce giants. As more merchants join the platform, TikTok Shop is likely to become a major driver of online retail growth in the region.
How to start selling on TikTok Shop in Germany, France, and Italy?5
Step-by-step setup:
- Register: Sign up using a TikTok account, phone, or email. Choose your business type and submit the required documents.
- Verification: Wait for a quick 2–3 day review and approval.
- Link your bank account: Secure your payout setup.
- Upload products: Add your inventory through the Seller Center, ensuring compliance with local product guidelines.
- Start selling: Use LIVEs, Shoppable Videos, and creator collaborations to promote your products.
- Boost visibility: Take advantage of built-in features like discounts, vouchers, and free shipping promotions.
- Manage orders & fulfillment: Use TikTok’s tools or partner logistics to handle orders, returns, and shipping smoothly.
Whether you’re a solo entrepreneur or an established brand, TikTok Shop provides the tools, traffic, and creative freedom to scale your business.
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