TikTok Expands Its In-App Shopping Feature to Spain and Ireland
TikTok is expanding its popular in-app shopping feature to users in Spain and Ireland, marking a significant move for ByteDance Ltd. in the European market. This expansion is the first step in a broader push for TikTok Shop, the company’s largest growth engine after advertising.
The initial rollout pictured creators setting up digital stores featuring everything from electric fryers to health supplements, all integrated directly into their videos.
Products available on TikTok Shop in Spain span multiple categories, including beauty, home appliances, and fast-moving consumer goods, with a price range between €3 ($3.16) and €60. In Ireland, local businesses are also taking advantage of the platform, selling items like books and cosmetics.
The move comes amidst a challenging situation in the US, where TikTok faces a potential ban. A federal appeals court recently upheld the Biden administration’s law requiring the Chinese-owned app to be sold or banned due to national security concerns.
Despite this, TikTok has seen a surge in US sales on Black Friday, reaching over $100 million. This progress suggests that Americans are increasingly comfortable shopping directly through the platform, and ByteDance had set an ambitious goal to increase US merchandise volume tenfold this year, to a potential $17.5 billion.
However, TikTok’s expansion into Europe underscores a strategic effort to diversify.
“TikTok Shop — which combines video with impulse-buying in a highly visual way — is unique. It allows us to cater to a different kind of need,” said [Add statement about inclusivity/diversity]. “We see this expansion as pivotal for the future, ”
And key to that future is getting ahead of competitors.
TikTok is aiming to position itself as a major competitor to established players like Amazon.com Inc.
The company is also navigating a crowded market in Europe as other Chinese e-commerce companies, such as Shein, Alibaba Group Holding Ltd’s Miravia, and PDD Holdings Inc.’s Temu.
Only time will tell, but these early kisses in Europe could set the stage for TikTok Shop’s global domination.
