TikTok Shop Initiates European Expansion with Launch in Spain – Global Cosmetics News

THE WHAT? TikTok has launched its in-app shopping feature, TikTok Shop, in Spain, marking the beginning of its European expansion strategy.

THE DETAILS  The platform offers a seamless shopping experience within the app, allowing users to purchase products directly from videos and live streams. This launch follows TikTok Shop’s introduction in the UK in 2021 and precedes planned expansions into other European markets.

THE WHY? TikTok’s expansion into European e-commerce reflects its strategy to diversify revenue streams and capitalize on the growing trend of social commerce. This move also comes amid potential regulatory challenges in the US, prompting the company to strengthen its presence in alternative markets.