ByteDance-owned TikTok is preparing to launch its in-app shopping platform, TikTok Shop, in Spain and Ireland as early as October, Fortune reports, citing anonymous sources familiar with the matter. 

This move signals a restart of the company’s previously stalled efforts to expand its fastest-growing business in Europe.

The social media giant has informed partners, including merchants and creator agencies, to prepare for the debut in these two countries. While the initial rollout will be smaller than initially envisioned, preparations for further expansion across Europe in 2025 are underway.

TikTok Shop has already assembled a team of approximately 40 workers in Spain, making it one of Europe’s largest e-commerce outposts. 

The firm is actively recruiting Spanish speakers in Madrid and London for various roles, including logistics, compliance, and strategy for Shop.

This cautious approach to European expansion may indicate TikTok’s desire to broaden its reach while avoiding additional scrutiny from regional authorities. The company faces ongoing regulatory challenges in the EU, including a recent ruling by the General Court that subjects TikTok to new laws governing big tech firms.

The U.S. remains TikTok’s primary market, with 170 million monthly users. The company aims to increase its American merchandise volume tenfold to $17.5 billion this year. 

Despite previous threats of a ban, Republican presidential candidate Donald Trump has stated he no longer plans to prohibit TikTok if elected.

TikTok Shop combines viral video content with impulse buying, distinguishing it from competitors like Instagram and YouTube. This unique blend potentially positions the platform to challenge e-commerce giants such as Amazon.com Inc.

Key ByteDance executives are leading TikTok Shop’s global expansion. Bob Kang, who developed Douyin’s e-commerce business, heads Shop, focusing on the U.S. market, while Kevin Chen, former leader of ByteDance’s Toutiao news app, now oversees Shop in Europe.

A TikTok spokesperson declined to comment on specific plans for Shop in Europe for Fortune but stated that the company will “continue experimenting with this new commerce opportunity to support businesses of all sizes and enable our community to discover and engage with products they love.”