TikTok Shop, the e-commerce division of the social media giant TikTok, announced plans to launch in Germany, France, and Italy starting March 31, marking its latest push into Europe. The move comes as the company revealed a renewed focus on fresh food sales in the UK, signaling ambitions to tap into the competitive online grocery market.
Jan Wilk, TikTok’s UK head, confirmed the expansion during the “Discover TikTok Shop” event in London on March 28. The platform, which already operates in 11 countries including the US, Spain, and Ireland, will now offer its blend of social media and shopping to consumers in three of Europe’s largest economies. Meanwhile, TikTok’s head of fast-moving consumer goods (FMCG) emphasized that the UK arm will prioritize fresh food as a cornerstone of its strategy moving forward.
The expansion underscores TikTok’s aggressive growth in social commerce, a sector that merges entertainment with instant purchasing. Users in Germany, France, and Italy will soon be able to buy products directly through TikTok videos and livestreams, a feature that has driven sales for brands like skincare line Made by Mitchell, snack company Love Corn, and wellness brand Trip in existing markets.
In the UK, however, TikTok Shop is pivoting toward fresh food, a sector traditionally dominated by established retailers like Tesco and Ocado. While specifics about the fresh food rollout remain unclear, the company’s FMCG leadership indicated that groceries and perishables will become a “central focus” for the platform. This shift aligns with rising consumer demand for convenient online grocery shopping, particularly among younger audiences active on TikTok.
“Bringing TikTok Shop to more European countries allows us to connect creators, brands, and consumers in innovative ways,” said Wilk during the event. He did not provide details on the fresh food initiative but stressed that the UK market’s “dynamic trends” make it a priority for experimentation.
TikTok Shop’s current FMCG partnerships in the UK include brands such as energy drink maker Trip, protein supplement company Free Soul, and haircare brand Hair Syrup. These sellers have leveraged TikTok’s short-video format to showcase products, often through influencer collaborations. Expanding into fresh food, however, presents logistical challenges, including temperature-controlled storage and faster delivery requirements—areas where TikTok may need to invest heavily or partner with third-party providers.
The platform’s European expansion also positions it against rivals like Amazon and Shein, which have solidified their presence in social commerce. Analysts note that TikTok’s advantage lies in its vast user base and algorithm-driven content, which can quickly turn viral trends into sales. In the US, for example, TikTok Shop generated significant buzz by promoting products like beauty tools and fashion accessories through creator-led campaigns.
Despite its momentum, TikTok Shop faces regulatory scrutiny in Europe, where lawmakers are increasingly wary of data privacy and market dominance by tech firms. The company did not address these concerns during the event but highlighted its compliance with local regulations.