TikTok is set to expand its e-commerce platform, TikTok Shop, to users in France, Germany, and Italy starting Monday.
The platform, which launched in the United Kingdom in 2021, is now making a broader push into the European market, Reuters reported.
While TikTok Shop is already available in the United States and saw strong sales during the holiday season, the app’s future in the country remains uncertain amid regulatory scrutiny.
TikTok has been actively recruiting more European-based sellers, as many current merchants on the platform 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.
Wilk also noted that TikTok is working to diversify its product range and pricing, moving beyond its reputation for discount deals. As an example, he highlighted a U.K.-based luxury goods store on TikTok Shop that sells secondhand Birkin bags.
