TikTok Shop Reaches Over 72 Million Users in Europe

As of March 31, TikTok Shop is officially live in Germany, France, and Italy, giving more than 72 million users across these countries access to shop directly through the platform. Leading the launch are well-known brands like About You and Nivea, alongside a wide range of local sellers. This marks another major step in TikTok’s e-commerce journey across Europe.

TikTok Shop Now Active in Six European Countries

Merchants in these three countries were invited to sign up in late February. Now the platform’s full shopping capabilities are active, joining the UK, Spain, and Ireland in TikTok’s European lineup. With these additions, TikTok Shop now operates in the six largest e-commerce markets in Europe, with more countries likely to follow.

A New Way to Shop: Discovery-Driven E-commerce

TikTok Shop allows users to discover and purchase products without ever leaving the app. The platform promotes a unique e-commerce experience by blending entertainment with product discovery. According to TikTok, this “Discovery commerce” model offers a fresh approach, allowing users to find products through engaging videos and live streams tailored to their interests.

Brands and Small Businesses Benefit

Featured partners for the rollout include Cabaia in France and Goovi, an eco-conscious beauty brand, in Italy. TikTok highlights that the platform isn’t just for big brands—SMEs and local businesses are welcome too. They can tap into an all-in-one commerce solution designed to boost both visibility and sales.

Coming to More Countries

TikTok also supports sellers with logistics through its Fulfilled by TikTok (FBT) service, which handles warehousing and delivery. Already operating in the UK, FBT is expected to roll out in Germany and Spain soon, with launches in France and Italy on the horizon.