Now you can use TikTok to shop in Europe as well

TikTok Shop has officially landed in Europe, debuting in Spain with a launch that seems anything but random. The platform, owned by ByteDance, is increasingly focusing on social commerce, blending entertainment, influencer marketing, and shopping into a single integrated experience. This strategic move comes at a delicate time for TikTok, which is at risk of being banned in the United States due to rising political tensions and accusations of posing a national security threat. The launch in Spain marks the first step toward broader expansion in the European market, following a long preparation phase that saw the social platform testing the feature in the United Kingdom as early as 2021. Spanish creators have already started linking products to their videos, offering items ranging from kitchen appliances to beauty products, with affordable prices ranging from 3 to 60 euros. The goal? To stimulate impulse buying and leverage TikTok’s video format to capture attention and convert it into immediate actions.

TikTok Shop is not just a new feature but a real growth engine for the app, positioning itself as one of its most promising areas after advertising. Unlike other platforms like Instagram or YouTube, TikTok focuses entirely on the combination of short content, visual appeal, and integrated transactions—a format that has already proven its potential in the United States, where, according to BoF, TikTok Shop sales tripled during Black Friday, despite threats of a ban. However, the European market presents unique challenges. In Spain, TikTok will face well-established players like Shein, Temu, and Miravia (owned by Alibaba), all of which are experiencing significant growth in the social commerce sector. The main difference is that TikTok doesn’t just sell products: the platform aims to create an experience that combines discovery and shopping into a seamless flow, with the support of local influencers and creators who turn their videos into an extension of the sales process.

This move is also crucial because TikTok is trying to diversify its markets in response to the regulatory uncertainties it faces in the United States. With the Biden administration pushing for a potential ban or forced sale of the platform, ByteDance needs to prove it can grow outside the American market. In this sense, Europe represents a strategic opportunity to consolidate its business model and reduce dependence on a single market (as we saw this year with the luxury crisis in China). The success of TikTok Shop in Spain will therefore be an important test for the future of social commerce in Europe, in a context where competition is fierce, and consumers are increasingly accustomed to fast, personalized, and convenient shopping models. For ByteDance, however, time is running out: if TikTok Shop cannot offset the potential damage from a U.S. ban, who knows what the consequences will be.