TikTok is officially rolling out its e-commerce business in Italy, France, and Germany, challenging platforms such as Amazon. The service will launch on 31 March, following its initial introduction in Ireland and Spain.
In Italy, around 22.8 million users will be able to buy products from brands and local creators through interactive videos and live events. TikTok Shop allows purchases directly from the ‘For You’ feed or live streams without leaving the app. The platform is already linked with the Italian digital trade association Netcomm.
How TikTok Shop Works
TikTok Shop acts as an integrated marketplace, managing orders, shipments, and payments internally. It provides seller support, making it easier for businesses to sell directly within the app. TikTok offers four native shopping formats:
- Live shopping – Users can buy during live streams by tapping pinned products or visiting the shopping icon.
- Shoppable videos – In-feed videos featuring clickable shop icons.
- Product showcase – A dedicated section on brand or creator profiles displaying available products.
- Shop tab – A personalised shopping section grouping brands and various content types.
The Growing Role of Creators
Creators are essential for TikTok Shop’s success. Unlike Meta platforms, where influencers drive traffic to external websites, TikTok allows purchases directly through creator content. This shift has two major impacts:
- Small businesses can create content to sell products directly. TikTok’s algorithm currently prioritises Shop content, offering sellers visibility and favourable commissions.
- Medium and large brands can collaborate with creators for sales without needing to produce content in-house. This reduces the need for extensive social media management while leveraging creators’ established audiences.
Creators’ engaging and fun advertising style makes purchasing more seamless, reducing barriers for consumers. This approach, often called “advertainment,” merges entertainment with marketing to enhance user experience.
TikTok recently posted multiple e-commerce job vacancies for Italy, France, and Germany, including four in Milan. The expansion signals a major push into the European e-commerce market, positioning TikTok as a serious competitor to established online retailers.
