TikTok Shop expands in Europe with its 2024 rollout in Germany, France, and Italy—three of the continent’s most influential consumer markets.
This move marks a major milestone in TikTok’s shift from content hub to social-first e-commerce platform.
It’s building an integrated retail platform powered by creators, in-app purchases, and shoppable content. Here’s a breakdown of what the expansion means, how it’s rolling out, and what brands and sellers should expect.
TikTok Shop Expands in Europe: Launching in Germany, France, and Italy
Following previous rollouts in the UK, Spain, and Ireland, TikTok has launched its shopping capabilities in Germany, France, and Italy. These countries represent:
- Over 200 million combined residents
- High mobile usage
- Vibrant creator economies
- Mature e-commerce infrastructures
With local-language interfaces, native payment options, and trusted delivery partners, TikTok Shop is designed for seamless, in-app purchasing—tailored to each region.
If you’re planning a global campaign, understanding How TikTok Usage Varies Across Countries in 2025 can help you tailor content for specific regions.
How TikTok Shop in Germany, France, and Italy is Growing in 2025
The launch of TikTok Shop as it expands in Europe has already led to a surge in seller interest and product catalog growth across Germany, France, and Italy.
Estimated Seller Sign-ups After TikTok Shop Launch (Q1 2024)
Since the February 2024 launch, TikTok Shop has seen a significant rise in seller registrations across Germany, France, and Italy. The rapid onboarding reflects strong interest from local businesses and highlights the growing role of social-first commerce in Europe’s most influential consumer markets.
Key verticals gaining traction:
- Germany: electronics, home goods
- France: beauty, lifestyle
- Italy: fashion, artisanal goods
Expand Your Reach with TikTok Influencer Campaigns
Looking to scale your visibility across Germany, France, and Italy with TikTok Shop? AWISEE helps brands tap into region-specific creators through customized TikTok influencer collaborations.
Whether you’re a fashion brand launching in Paris or a tech gadget shop targeting Berlin, our team matches you with influencers who speak your audience’s language—literally and culturally.
TikTok E-commerce in Europe 2025: Why the Momentum Matters
With the expansion into continental Europe, TikTok is doubling down on its social-commerce flywheel: creators generate content, which drives engagement, leading directly to purchase.
TikTok’s European e-commerce ecosystem now includes:
- Fulfillment tools
- In-app live selling
- Influencer partnerships
- Shop management dashboards
The company is building what some are calling the “TikTok marketplace for brands in Europe’s biggest countries.”
TikTok Shopping Features in France and Italy: Localized for Conversion
Localization is a critical piece of TikTok’s playbook. Each country has distinct consumer behavior, and TikTok has customized its features accordingly:
- France: Built-in logistics integrations with La Poste and Chronopost
- Italy: Support for local tax compliance and multi-currency checkout
- Both markets: Personalized seller onboarding and in-app merchant training
Projected Growth of Product Categories on TikTok Shop in Europe (2025)
Fashion and beauty lead the way. Forecasts suggest:
- 35% growth in fashion & apparel
- 25% in beauty & cosmetics
- Remaining shares go to electronics, home goods, and niche categories
This aligns with current influencer trends and user shopping behavior within TikTok’s core demographic (18–34).
TikTok Marketplace for Brands in Europe’s Biggest Countries
As TikTok Shop expands in Europe, it’s becoming a powerful tool not just for creators—but also for brands of all sizes.
- SMEs: Can use self-service dashboards, content-based ad formats
- Global brands: Access influencer matchmaking and livestream commerce
- Retailers: Integrate their Shopify/BigCommerce catalogs directly
How TikTok Shop is growing in Germany, France, and Italy in 2025 is largely a story about infrastructure + influence + speed.
For e-commerce brands, this TikTok Shop country list for 2025 is a must-bookmark resource for planning expansion.
Overview of TikTok Shop Rollout in Europe
| Country | Launch Date | Language Support | Logistics Partners | Leading Categories |
| Germany | Feb 2024 | ✅ German | DHL, Hermes | Electronics, Home |
| France | Feb 2024 | ✅ French | La Poste, Chronopost | Beauty, Fashion |
| Italy | Feb 2024 | ✅ Italian | Poste Italiane, BRT | Fashion, Home Décor |
This table summarizes how TikTok Shop expands in Europe across Germany, France, and Italy. It includes:
- Language Support: TikTok Shop offers localized support in German, French, and Italian to ensure smooth user experience.
- Logistics Partners: Each country collaborates with leading national delivery services—such as DHL and Hermes in Germany, La Poste and Chronopost in France, and Poste Italiane and BRT in Italy.
- Leading Categories: The platform is tailored to regional consumer preferences, with top categories including Electronics and Home in Germany, Beauty and Fashion in France, and Fashion and Home Décor in Italy.
The table highlights TikTok’s strategic localization approach for its e-commerce expansion across key European markets.
Challenges and Future Outlook
Not everything is smooth sailing. TikTok faces:
- Ongoing regulatory concerns in the EU
- Market resistance from established players like Amazon, Zalando, and Cdiscount
- User trust and transaction friction in newer markets
Still, TikTok is preparing to expand to the Netherlands, Belgium, and Portugal next, possibly by the end of 2025.
AWISEE supports end-to-end market entry for e-commerce brands in Europe. From creator sourcing to cultural adaptation, we help you avoid missteps and build traction faster.
- Strategy workshops for market localization
- Legal and branding consultation for European markets
- TikTok Influencer + Paid Ad synergy setup
Launch your TikTok Shop in Europe with AWISEE
TikTok Shop: The Opportunity for Sellers, Creators & Retailers
As TikTok Shop expands in Europe, its launch in Germany, France, and Italy signals a new era for social-first e-commerce. TikTok is combining content, community, and commerce into a single channel.
Sellers can manage everything from discovery to checkout in one place.
Brands benefit from immersive storytelling that converts directly.
And creators? They gain a direct path to income through shoppable content.
If 2023 was the year of short-form video, 2025 will be the year of social-first shopping, and TikTok is already ahead of the curve.
