TikTok’s shopping feature will now allow users in France, Germany, and Italy to buy directly through the app, raising concerns among local retailers about competition.

The Bulgarian News Agency reports that the online shopping feature of the Chinese social media platform TikTok, known as “TikTok Shop,” is expanding its availability to France, Germany, and Italy starting from Monday, March 31. This launch will enable users in these countries to make purchases directly within the TikTok app, offering a seamless shopping experience that integrates product discovery from videos and live content.

Previously, TikTok Shop had already been rolled out in Spain and Ireland since December 2024. The platform’s shopping section is designed to allow customers to search for specific products, discover ongoing promotions, and manage their orders all from within the app. TikTok has announced that personalized recommendations will be provided to users, including curated lists and interactive content that features integrated shopping capabilities.

Beyond the European Union, TikTok Shop is operational in approximately ten countries, including the United Kingdom, Thailand, Saudi Arabia, and the United States.

However, the entry of TikTok into the e-commerce sector has raised concerns among French retailers. Last week, several major trade organizations in France urged the government to take immediate action to safeguard local businesses from competition posed by e-commerce platforms such as Temu, Shein, and TikTok Shop. They cited issues of “unfair competition” exacerbated by customs pressures from the United States.

With this expansion, TikTok continues to assert its presence in the global e-commerce landscape, merging social media engagement with online shopping while simultaneously stirring apprehension among traditional retail sectors in the countries it enters.

Source: Noah Wire Services