TikTok Shop, the video app's e-commerce feature, is about to launch in France

“ We’re going to be your personal stylists! ” enthused an Irish TikTok influencer when TikTok Shop launched in Spain and Ireland last December. The e-commerce feature integrated into the video platform is now set to arrive in France, Italy and Germany.

With TikTok Shop, users can buy products highlighted by content creators without ever leaving the app. In exchange, influencers receive a commission for each purchase. The interest? Building on the relationship of trust that influencers have with their communities and triggering impulse purchases. " TikTok Shop brings together brands, creators and customers according to their interests ," explains the social network.

Since Monday, companies based in France, Germany and Italy have been able to register on the platform as sellers. Some brands have already received an email from TikTok offering them to join Shop " in preview ." The message, revealed by the media Les Gens d'Internet , also specifies that the " project is reserved for a limited selection of strategic partners. " It will be necessary to wait until April before French TikTok users will be able to make their purchases there.

This service is proving its worth in the United States, where it has been available since September 2023. Last January, its sales accelerated (+153%) faster than those of its Chinese competitors Temu (+28%) and Shein (+26%). TikTok Shop's turnover even exceeded $100 million on Black Friday 2024.