TikTok Shop has officially launched in Spain, making it the first country in continental Europe to offer direct shopping on the platform.
Although earlier launches in Europe were reportedly delayed due to challenges, including underwhelming sales in the UK, TikTok has not confirmed these reports.
TikTok Shop’s launch in Spain is currently operating on an invitation-only basis for sellers, similar to the approach in Ireland.
While there has been no official announcement, several companies have confirmed they began selling on the platform on December 9, 2024.
For example, sportswear seller Siroko stated on LinkedIn, “TikTok Shop is here to revolutionize the current online shopping system — two clicks, and the product is in your hands.”
The launch in Spain comes about three years after its debut in the United Kingdom. Outside of Asia, the shopping feature is currently available only in the United States, where its legal status remains uncertain.
TikTok, the international arm of ByteDance, has bolstered its shopping division in the UK this year. The platform reports over 200,000 active businesses on TikTok Shop, with revenue doubling compared to last year.
This growth is attributed to an “unprecedented surge in live shopping sessions” within the UK market.
