TikTok Expands E-Commerce to Italy, France, and Germany

Milan: TikTok is officially rolling out its e-commerce business in Italy, France, and Germany, challenging other platforms including Amazon. After debuting online shopping in Ireland and Spain, the video-sharing platform is extending the service to these three countries on March 31.

According to Ansa News Agency, approximately 22.8 million users in Italy will be able to purchase products sold by brands and local creators through interactive videos and live events, directly from the platform. The service enables users to buy items they see in videos within the ‘For You’ feed or during live events, all without leaving the app.

TikTok Shop has established its association with the Italian digital trade association Netcomm, marking a significant step in integrating social media with e-commerce in Italy.