TikTok Shop , the e-commerce arm of the popular social media platform, is accelerating its expansion in Europe, launching operations in France, Germany, and Italy. However, its future in the US remains in jeopardy unless ByteDance can address national security concerns by transferring ownership to an American entity.In Europe, TikTok Shop is working to onboard local merchants and diversify its product offerings. Major brands like Carrefour in France, AboutYou in Germany, and Cosnova cosmetics are among the first to join the platform in these new markets. The platform aims to replicate its success in the UK, where it has become a significant player in the beauty and wellness e-commerce sector.Jan Wilk, head of operations at TikTok Shop UK, expressed optimism about the European expansion, "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," Jan Wilk, head of operations at TikTok Shop UK told Reuters.TikTok Shop's strategy includes leveraging its unique blend of engaging content and integrated shopping features to attract users and drive sales. "My own expectation for Europe is to launch with more speed than we did in the UK, because in the UK four years ago this model was very new, we had to do a lot of education, we had to try out a lot of things to get the right fit,” added Wilk.With agency inputs

Source: The Times March 28, 2025 09:47 UTC