TikTok Shop announced plans to launch in France, Germany, and Italy on Monday, extending its European presence amid potential shutdown in the United States unless Chinese owner ByteDance finds a U.S. buyer.

With this move, the e-commerce platform, which has operated in the UK since 2021, is accelerating its European expansion.

“In France, Germany, and Italy, we are already working with merchants to get their products listed on the platform, and TikTok Shop will be available to our TikTok users from next Monday,” Jan Wilk, head of operations at TikTok Shop UK, told Reuters.

Wilk anticipates faster adoption in these new markets than in the UK launch. “My own expectation for Europe is to launch with more speed than we did in the UK because in the UK four years ago this model was very new.”

The company secured partnerships with major retailers, including supermarket chain Carrefour in France and fast-fashion retailer AboutYou in Germany. TikTok Shop plans to implement its “Fulfilled by TikTok” service in Germany, managing storage, packing, and shipping for sellers, following its successful UK introduction in 2023.

This expansion follows December launches in Spain and Ireland, bringing TikTok Shop’s presence to more than 10 countries globally.

Global Expansion Continues

Beyond Europe, ByteDance targets a June launch in Japan and plans to enter Brazil later this year. The company’s hiring reflects these plans, with 26 e-commerce positions open in Tokyo and 29 in São Paulo, alongside multiple vacancies across European markets.

TikTok Shop aims to diversify its product range and price points beyond the discounted merchandise it’s known for. Wilk highlighted the platform’s development, noting sales of second-hand Birkin bags by a luxury goods retailer on TikTok Shop UK.

U.S. Performance Despite Regulatory Uncertainty

In the U.S., where TikTok Shop launched in September 2023, the platform shows strong performance despite legislative challenges. January sales increased 153% year-over-year, outpacing competitors Shein and Temu, according to Bloomberg Second Measure data.

Recent research from PartnerCentric, surveying 1,002 Americans aged 18-60, indicates 37% of TikTok users purchased at least one item through TikTok Shop in the past six months, spending an average of $59 per purchase and making approximately 12 purchases annually.

In January, the U.S. Supreme Court upheld legislation requiring non-Chinese ownership by April, though President Trump delayed enforcement by 75 days with potential extensions. Despite these challenges, TikTok maintains its presence on U.S. app stores, having recently returned to Google Play and Apple’s App Store.

Shopping Patterns

According to PartnerCentric, TikTok Shop usage shows clear generational differences, with 61% of Gen Z, 40% of Millennials, and 20% of Gen X reporting purchases through the service. The average Gen Z purchase amounts to $46, with nearly one-third buying through influencer links.

In the UK, social commerce sales are expected to double over the next four years, with TikTok Shop UK recording a 27% increase in shoppable videos from January 2023 to November 2024.