TikTok Shop launches in France, Germany and Italy
The e-commerce world in the EU is expanding with TikTok shop with in-app shopping feature to new European markets despite growing scrutiny and industry backlash.
TikTok is expanding its e-commerce push by launching TikTok Shop in France, Germany and Italy. Already active in Spain and Ireland, the feature allows users to buy products directly within the app via videos, livestreams and a dedicated shop tab.
Customers can now browse, order, and get personalised product suggestions without leaving TikTok. However, users under 18 won’t be able to access content linked to TikTok Shop, with the platform promising stricter moderation.
The move has sparked concern among French retailers, with trade groups calling on the government to act against what they see as unfair competition from platforms like TikTok, Shein and Temu. Lawmakers are also investigating TikTok’s impact on young users.
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