TikTok Shop’s head of UK Jan Wilk told Retail Week that expanding in Europe is a “natural step” in the platform’s growth journey.
TikTok Shop’s head of UK Jan Wilk told Retail Week that expanding in Europe is a “natural step” in the platform’s growth journey.
Speaking at a TikTok Shop event this week, Wilk announced that TikTok Shop is expanding to three European countries following recent launches in Spain and Ireland.
“On March 31, TikTok Shop will be available in Germany, France and Italy for customers to see the power of discovery commerce,” he revealed.
He added: “We believe that TikTok Shop is the next innovative format in online shopping, and that it is truly changing the way people buy online.
“If you’re not selling on TikTok Shop, you’re missing out.”
TikTok Shop saw sales grow 180% year on year, and was named the fastest-growing platform in the UK in 2024 by Neilson IQ.
An array of small, medium, and big brands sell on TikTok Shop, with many moving on to selling in supermarkets and beauty stores due to the success it has seen on the platform.
Even supermarket giant Lidl has taken to selling on the platform—with the viral Dubai-style chocolate seeing 72 bars bought every minute. It has since sold out.
Wilk told Retail Week: “There are often misconceptions that [TikTok Shop] is just for viral beauty, fashion and celebrities—but our home and living, electronics, FMCG, are all great.
“We have so many products you wouldn’t necessarily associate with social commerce, but they do so well through this discovery model.”
He adds that there has been a lot of curiosity from shoppers in the three new markets it is rolling out to.
“As a German, I’ve been following some of the coverage over there, and there has been a buzz about it launching.
“Europe is a very big market, and seeing TikTok Shop grow in the US and UK means this is a natural step.”
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