TikTok Shop is preparing to enter Italy, Germany, France, Japan, and Brazil with sellers able to establish Italian stores by month’s end. 

According to the South China Morning Post, the platform’s signature yellow shopping cart icon, enabling influencer-curated product promotions through short videos and livestreams, launches in Italy between late March and early April.

The ByteDance-owned platform targets a June launch in Japan, while planning its Brazil debut later this year. 

TikTok’s recruitment reflects these expansion plans, with 26 e-commerce positions open in Tokyo and 29 in São Paulo. The company currently lists multiple e-commerce vacancies across European markets, including four in Milan, six in Paris, and 11 in Munich.

U.S. Performance Amid Regulatory Challenges 

Despite facing a potential ban under new U.S. legislation requiring non-Chinese ownership by April, TikTok Shop shows strong performance in the American market. 

January sales increased 153% year-over-year, outpacing competitors Shein and Temu, which saw 26% and 28% growth respectively, according to Bloomberg Second Measure data. TikTok gains market share in both sub-$25 transactions and purchases exceeding $25, with a 16 percentage point increase in the latter category.

The platform plans to implement its “Fulfilled by TikTok” service in Germany, managing storage, packing, and shipping for sellers, following its successful introduction in the UK in 2023. This expansion follows recent launches in Spain and Ireland last December, bringing TikTok Shop’s presence to more than 10 countries, including the U.S. and Mexico.

In January, the U.S. Supreme Court upheld the sell-or-ban legislation, affecting TikTok’s 170 million American users, though President Trump delayed the enforcement by 75 days with potential extensions. 

The app maintains its presence on U.S. app stores, having returned to Google Play and Apple’s App Store last week. TikTok’s global operations are headquartered in Singapore and Los Angeles.