TikTok announced on March 31, 2025, that TikTok Shop had expanded into France, Germany and Italy. Shoppers in those markets could 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 markets did TikTok Shop add on March 31, 2025?
The launch markets were France, Germany and Italy. TikTok’s March 31 announcement described the expansion as following the December 2024 launches in Ireland and Spain. The announcement date is also the stated launch date; the rollout should not be read as a list of every European market TikTok Shop serves today.
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What could shoppers do in TikTok Shop?
TikTok presented Shop as “discovery e-commerce”: people could encounter products while using TikTok and buy them without leaving the app. The company described three ways to shop:
- Shoppable videos: Product links could appear in videos, including in the For You feed.
- Interactive livestreams: Sellers and creators could feature products during live broadcasts, where viewers could engage with the presentation.
- In-app marketplace: Users could browse products from brands and sellers within TikTok.
These were the formats TikTok cited in its launch announcement, not a promise that every product or seller would be available through every format.
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How the rollout fit into TikTok Shop’s European expansion
| Stage | Markets | Timing |
|---|---|---|
| Earlier launch | Ireland and Spain | December 2024, according to TikTok’s March 31, 2025 announcement. |
| Three-market expansion | France, Germany and Italy | March 31, 2025. |
| Later announced expansion | Austria, Belgium, the Netherlands and Poland | TikTok announced on May 28, 2026, that these markets would join existing European markets from June 15, 2026. |
The later announcement makes the 2025 rollout a historical milestone, not a current list of all available European markets. TikTok’s announcement of the 2026 expansion named France, Germany, Ireland, Italy, Spain and the UK among the existing European markets.
What TikTok later reported about the service
In a May 28, 2026 announcement, TikTok said more than 100,000 businesses had joined Shop across France, Germany, Italy, Spain and Ireland since the EU launches in late 2024 and early 2025. The figure covers all five markets together; TikTok did not provide a country-by-country breakdown in that announcement.
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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.
TikTok also reported triple-digit growth in daily gross merchandise value (GMV) across those five markets between August 2025 and February 2026. These are company-reported figures, not independent estimates, and they do not establish a specific sales effect from the March 2025 launch in France, Germany or Italy. The same announcement said 200 million people across Europe turn to TikTok each month; that, too, is a TikTok-published audience figure.
What the launch announcement said about UK growth
TikTok’s March 31, 2025 post also cited a 131% annual increase in TikTok Shop shoppers in the UK and 180% year-on-year revenue growth at the end of 2024. Those figures relate to the UK, not the three markets added in March 2025. TikTok attributed its claim that it was the UK’s fastest-growing online retailer to NIQ Digital Purchases, Total eCommerce, Value Share, for January 1–December 31, 2024; that relative ranking does not supply a separate numerical growth 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.
How sellers and creators fit into the model
TikTok’s May 2026 announcement described an EU creator affiliate network through which approved creators could promote products across EU markets and earn commissions. The company also described seller livestreams as a way to demonstrate products, answer questions, suggest complementary items and gather feedback. Participation is subject to approval; the announcement does not establish a universal creator qualification or commission rate.
TikTok’s business guidance, last updated in June 2026, distinguishes a seller’s Shop—where the inventory belongs to the shop owner—from a Showcase, where products may come from one or more shops and appear on a marketing or affiliate account. The guidance lists Shop availability in Brazil, France, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, the Philippines, Singapore, Spain, Thailand, the UK, the US and Vietnam. Because that list and TikTok’s separate 2026 European announcement have different scopes and update timing, availability should be checked against a dated, market-specific TikTok source.
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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.
