TikTok Shop in Europe: what you need to know
TikTok Shop has been gradually expanding in Europe, first in the UK, then in Spain, and is now available in France, Germany, and Italy since March 31, 2025. Already popular in the US, TikTok Shop allows businesses to sell products directly through the social media app. This article covers everything you need to know to take advantage of this opportunity and boost your ecommerce sales.
TikTok Shop: A New Major Player in Ecommerce
With over a billion active monthly users, TikTok is now much more than a platform for short-form videos aimed at teenagers. By launching TikTok Shop, the social network offers businesses a new way to reach a massive and engaged audience. Unlike traditional marketplaces, TikTok Shop is embedded directly into an interactive and social experience.
Key Features of TikTok Shop
- In-App Shopping
TikTok Shop allows users to discover, view, and purchase products without leaving the app. Creator videos can include direct links to products, significantly streamlining the shopping experience.
- Live Shopping Events
Brands can showcase products live, answer questions in real-time, and interact with consumers. It’s no surprise that live shopping events are growing in popularity. Many brands also collaborate with influencers for live reviews to enhance credibility and perceived authenticity.
- Shopping Ads
TikTok offers various ad formats to promote products, including short videos, catalog ads, and live ads. These tools help professionals reach a targeted audience with engaging content.
Why TikTok Shop is a Big Opportunity for European Ecommerce
Thanks to its massive and diverse audience, TikTok Shop is a tremendous opportunity for European online stores. While it’s especially popular among younger generations, TikTok also attracts users of all ages.
TikTok excels as a product discovery platform. New products are often revealed through creator videos and influencer recommendations, offering brands a unique chance to boost visibility and consumer interest.
TikTok users are highly engaged, which is perhaps the best reason to get started. With TikTok Shop, online retailers can ride this wave and create immersive, interactive shopping experiences. The seamless buying journey also makes it highly attractive.
Revenue Potential and Economic Impact
In 2023, TikTok generated $16.1 billion in revenue, a 67.7% increase from the previous year. In France, TikTok Shop could become a substantial revenue stream for online stores.
Another advantage: ad costs on TikTok are typically lower than on Google Ads or Meta, with a better return on investment. With less competition, businesses can benefit from lower CPC (cost per click) and CPA (cost per acquisition).
How to Integrate TikTok Shop on PrestaShop
The PrestaShop Marketplace offers the TikTok Shop Connector, officially recommended by TikTok. Once installed and configured, follow these tips to maximize your TikTok Shop success:
- Create a TikTok Business Account: This unlocks access to all business and ad features.
- Create Engaging Content: TikTok thrives on authentic and engaging video content. Avoid overly polished content—users prefer realism.
- Collaborate with Influencers: Influencers are crucial for product promotion. Partnering with creators can help you reach new audiences and leverage their credibility.
- Participate in Live Shopping Events: These events are ideal for showcasing products and driving sales. Plan demos and be ready to interact live.
More resources are available at the TikTok Shop Academy.
Conclusion
The launch of TikTok Shop in more European countries marks a major opportunity for ecommerce. By incorporating this platform into your digital strategy, you can reach a larger, more engaged audience and boost your ad ROI.
Get ready to ride the TikTok wave and revolutionize your online sales approach.
