TikTok Pushes for More In-Stream Shopping Focus in Europe

TikTok has launched a renewed effort to establish itself in the eCommerce market in Europe, starting with the introduction of TikTok Shop in Spain. This marks a significant step in the platform’s strategy to capitalize on in-app shopping, a model that has proven highly successful on its Chinese counterpart, Douyin.

Spanish businesses can now leverage TikTok Shop to host live shopping streams, showcase products, participate in affiliate programs, and run shop-specific ads. These tools aim to encourage users to make purchases directly through the app, reflecting a growing trend of integrating shopping with social media platforms.

This push follows a rocky attempt at European expansion in 2022, when TikTok’s eCommerce rollout in the U.K. was hindered by operational challenges and limited consumer interest. Cultural clashes between TikTok’s Chinese-rooted corporate practices and U.K. management contributed to the setbacks, ultimately delaying broader European efforts. However, consumer habits are shifting, and TikTok has reported promising growth in in-stream shopping engagement since Black Friday.

TikTok’s strategy mimics the success of Douyin, which generated $300 billion in sales in 2023 – dwarfing TikTok’s $3.8 billion revenue in the same period. By targeting European markets, TikTok aims to tap into this lucrative model and potentially offset the impact of a potential U.S. ban, which could eliminate access to 170 million users.

As TikTok continues its European expansion, Spain serves as a testing ground for further rollouts, with the hope of establishing the app as a significant player in the global online shopping ecosystem.