TikTok is launching its e-commerce feature, TikTok Shop, in France, Germany, and Italy on March 31, enhancing the shopping experience by allowing users to buy products directly from videos and live streams. Users over 18 can explore an integrated store, discover promotions, and access tailored live shopping sessions. Prominent brands like Cabaïa and Izipizi are participating. However, concerns from French merchants over potential unfair competition have emerged, prompting calls for government action.
TikTok Launches E-Commerce Feature Across Europe
The popular social media platform TikTok is set to revolutionize online shopping with the introduction of its new feature, TikTok Shop, launching on Monday, March 31, in France, Germany, and Italy. This announcement marks a significant step for the company as it ventures deeper into the e-commerce landscape.
Exploring the Capabilities of TikTok Shop
With TikTok Shop, users can now seamlessly purchase products through links embedded in videos and live streams, as well as access an online store directly within the app. This streamlined shopping experience allows customers to remain engaged with content while browsing and shopping.
The shop tab offers a variety of features, including the ability to search for specific items, discover ongoing promotions, and manage orders—all enhanced by personalized recommendations presented through lists and interactive content with integrated purchase options.
Selling on TikTok: Compensation Structure
While TikTok may not dominate the social networking scene in France, it does boast an impressive engagement rate, with users spending an average of nearly 40 hours per month on the platform, according to the Digital Report 2024.
For avid TikTok users, the introduction of this new shopping feature will become an integral part of their browsing experience. As reported by the daily Les Echos, users will encounter live shopping sessions tailored to their interests, alongside influencer videos that include an active purchase button. Affiliated sellers will be identified with a “commission paid” label.
Age Restrictions on Purchases
Access to TikTok Shop will be restricted for users under 18. The platform has confirmed that individuals below this age will not be able to view “content with links to TikTok Shop products,” implementing “proactive moderation” to ensure compliance. However, studies indicate that minors often misrepresent their ages on social media platforms.
Additionally, a parliamentary inquiry has been established by French officials to examine the psychological impact of TikTok on children and teenagers, given its popularity among younger demographics.
Featured Brands in TikTok Shop’s Launch
Several prominent brands are gearing up for the launch of TikTok Shop in France, including the bag maker Cabaïa and the eyewear brand Izipizi, as reported by AFP. The daily Les Echos also highlights participation from various SMEs and the private sales platform, The Bradery.
“The platform enables sellers to oversee the entire sales process, from listing to payment,” as noted in Les Echos. Sellers must provide proof of registration in the commercial register and will handle delivery, cancellations, returns, and refunds.
Where Else Is TikTok Shop Available?
Before its launch in France, TikTok Shop had already made its debut in Spain and Ireland in December 2024. Beyond Europe, the feature is available in approximately ten countries, including the United Kingdom, Thailand, Saudi Arabia, and the United States.
Concerns Among French Merchants
The expansion of TikTok into the e-commerce sector has raised concerns among French merchants. Major trade federations have urged the government to implement “immediate measures” to safeguard local businesses against platforms like Temu, Shein, and TikTok Shop, which are accused of creating “unfair competition” due to customs pressures from the United States.