TikTok has introduced its in-app shopping feature, TikTok Shop, in Spain, marking the start of its European market strategy.
Users in Spain can now enjoy an integrated shopping experience, purchasing items directly from videos and live broadcasts within the app. Following its debut in the UK in 2021, this launch sets the stage for future expansions into other European countries.
TikTok’s push into the European e-commerce sector aligns with its goal to diversify its revenue avenues and tap into the rising trend of social commerce. Additionally, this expansion is strategic given potential regulatory hurdles in the United States, prompting TikTok to solidify its footing in new markets.