TikTok Shop welcomes merchants in Germany, France, and Italy

TikTok is boosting its European ecommerce operations. From now on, merchants can register to start selling through TikTok Shop in Germany, France, and Italy. Users of the social media platform in these countries will soon be able to place orders.

TikTok Shop’s European expansion story is well known: the launch of the platform’s shopping division on the continent was delayed, reportedly due to disappointing sales performance in the United Kingdom. ByteDance, TikTok’s Chinese owner, has always denied reports of postponement. Meanwhile, sales results in the United Kingdom have significantly improved, with a doubling of trade volume last year and more than 200,000 businesses now participating.

Opening up to merchants

At the end of last year, TikTok Shop became active in Spain, and merchants in Ireland can also register – though still by invitation only. By opening up to merchants in Germany, France, and Italy, TikTok Shop is preparing for its launch in three of Europe’s five largest ecommerce markets.

For now, only locally registered businesses can sign up, but TikTok states that independent sellers will be able to join soon.

Fulfilled by TikTok

Several indicators already pointed to the imminent launch of TikTok Shop in Germany, the continent’s largest ecommerce market. For example, at the end of January we reported that TikTok was working on introducing Fulfilled by TikTok (FBT) in Germany to support sellers with inventory management and order processing.

TikTok expands its fulfillment service to Germany

FBT is already available in the United Kingdom, and TikTok is currently recruiting staff for its fulfillment service in Spain. Whether the service will also be introduced in Italy and France has not been confirmed, but it seems likely. It is expected that TikTok Shop will be introduced in even more European countries this year.

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