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TikTok announced that TikTok Shop would launch in France, Germany and Italy on March 31, 2025. The rollout let people in those markets discover and buy products within TikTok through shoppable videos, interactive livestreams and an in-app marketplace. Spain and Ireland had joined the service in December 2024.
Which three European markets did TikTok Shop add?
TikTok named France, Germany and Italy for the March 31, 2025 expansion. The announcement came from Jan Wilk, then Head of TikTok Shop UK, who said the launch followed the service’s expansion into Spain and Ireland the previous December. TikTok’s March 31, 2025 announcement described the three-country rollout.
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What could shoppers do in TikTok Shop?
The launch brought shopping into the TikTok app. Shoppers could find products from brands, sellers and creators through the For You feed, shoppable videos, interactive livestreams and the marketplace, then make a purchase without leaving TikTok. The company described this approach as “discovery e-commerce”—its positioning for product discovery and purchasing within the app, not an independently established industry standard.
- Shoppable videos: Product links let viewers move from video discovery to a product listing.
- Livestreams: Interactive broadcasts gave sellers and creators a way to demonstrate products and engage with viewers.
- Marketplace: Shoppers could browse listings within TikTok rather than treating the app only as a route to an external store.
How did the rollout fit TikTok Shop’s European expansion?
| Stage | Markets | Date |
|---|---|---|
| Earlier expansion | Spain and Ireland | December 2024 |
| Three-market expansion | France, Germany and Italy | March 31, 2025 |
| Later announced expansion | Austria, Belgium, the Netherlands and Poland | June 15, 2026 |
The first two rows reflect TikTok’s March 2025 announcement. The final row reflects a separate TikTok announcement dated May 28, 2026, which said those four markets would join existing European markets from June 15, 2026. The 2025 launch should therefore be read as a dated milestone, not as a description of all European availability today.
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What did TikTok later report about the five initial EU markets?
In May 2026, TikTok said more than 100,000 businesses had joined TikTok Shop across France, Germany, Italy, Spain and Ireland since the EU launches in late 2024 and early 2025. The company also reported triple-digit growth in daily gross merchandise value (GMV) across those five markets between August 2025 and February 2026. These are TikTok’s aggregated company figures, not independent estimates or country-by-country results; they do not establish a specific sales effect in France, Germany or Italy.
The same May 2026 announcement said 200 million people across Europe turn to TikTok each month. That is also a figure published by TikTok, rather than an independent audience measurement.
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
What did the launch mean for sellers and creators?
For sellers, the announced formats offered ways to present products through video and livestreams as well as marketplace listings. TikTok’s later description of Shop also distinguishes a seller’s own Shop inventory from Showcase, where products from one or more shops can appear on a marketing or affiliate account. That feature description was last updated in June 2026, so it should not be mistaken for a complete account of every tool available at the March 2025 launch.
TikTok’s May 2026 announcement also described an EU creator affiliate network: approved creators could promote products across EU markets and earn commissions. Approval matters; the announcement does not mean every creator qualified, and it does not establish a universal commission rate.
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
