TikTok has launched its e-commerce platform TikTok Shop in Ireland, offering exclusive access to Ireland-based businesses and shoppers. 

The platform, which reaches 2.2 million monthly users in Ireland, has partnered with Guaranteed Irish to directly integrate shoppable videos and live shopping features into users’ For You feeds.

The partnership with Guaranteed Irish, a “national trust symbol” for Irish business, provides member companies with specialized support, including training and events. Early adopters include Chapters Bookstore, Cocoa Brown, and Smooth Company, who begin selling through the platform this month.

“TikTok Shop represents an incredible opportunity for our retail members to connect with a new generation of shoppers,” said Brid O’Connell, CEO of Guaranteed Irish, in a news release. “By enabling Guaranteed Irish businesses to showcase their products directly to millions of users on TikTok, we are empowering them to reach wider audiences.”

The platform has introduced several commerce features, including live shopping capabilities that allow sellers to demonstrate products in real-time, offer exclusive discounts, and host giveaways. Businesses can add product links to videos and curate custom collections on their profile pages.

TikTok Shop’s monetization options include an affiliate program enabling creators to earn commissions through product marketing in short videos and livestreams. The platform has also introduced Shop Ads, allowing sellers to promote their TikTok Shops within the app.

For shoppers, the purchase process begins when users encounter product links in videos or live shopping events. Users can access product details, contact sellers with questions, and complete purchases through TikTok’s integrated checkout system, which works with third-party payment platforms.

Irish businesses interested in selling on TikTok Shop – which reached $100 million in sales on Black Friday this year – can register through the TikTok Shop Seller Center. The platform provides educational resources through TikTok Shop Academy for Ireland, covering topics from initial setup to scaling operations.

Elaine Fox, Head of Ireland at TikTok, noted, “Whether you are a one-person business, a national brand or a creator, you can grow your business and income, and that’s great news for the Irish economy at large.”

Earlier this year, TikTok declared more than 250 employees in Ireland redundant. According to local media, the layoff drew backlash from affected staff, who criticized the criteria used to determine redundancies and the company’s communication approach as insensitive.