TikTok Shop appeared set to launch in many European countries this summer, but owner ByteDance put the brakes on the expansion. The shopping feature is expected to launch in Ireland and Spain in October, with other European countries to follow next year.
TikTok, the international subsidiary of Chinese company ByteDance, launched the TikTok Shop in certain parts of Asia in early 2022, followed by expansion in the United Kingdom and the United States. Further expansion was then delayed, reportedly due to disappointing results in the UK, where TikTok had launched fulfillment services.
The TikTok Shop appears to be coming to mainland Europe this spring, as TikTok began inviting merchants to beta-test in Germany, France, Italy, and Spain.
Deployment scenario
However, ByteDance decided to delay its rollout scenario to focus on growth on the TikTok Shop in the US, where the social platform is being discussed. And supposedly also keep regulators in Europe more in check. TikTok has now chosen Ireland and Spain to revive its European e-commerce push from October next year, according to Bloomberg.
In recent weeks, ByteDance told partners including merchants and creators to prepare for the debut of the TikTok Shop in both countries, the news agency said, citing unnamed sources familiar with the matter.
“Irish and Spanish merchants and makers were asked to prepare.”
A team of 40 workers is said to be on hand in Spain to roll out the TikTok Shop to ensure a smooth launch in the first mainland European country. Meanwhile, TikTok is looking for new hires for roles ranging from logistics to compliance and strategy for the business in Spain.
“Discover and engage with products”
A TikTok spokesperson remained tight-lipped to Bloomberg, saying the company will “continue to experiment with this new business opportunity to support businesses of all sizes and empower our community to discover and engage with the products they love.”