TikTok Shop, the shopping platform integrated into the popular short video app, is planning to expand its pre-owned product category into continental Europe. After setting up this feature in the United States and the United Kingdom, the platform is now preparing to introduce second-hand sales across the European Union.
The move was revealed through a job listing posted on TikTok Shop’s website. The company is currently hiring a program manager who will be in charge of shaping and executing the strategy for the pre-owned category across EU countries. The role includes building the roadmap for a wide range of used goods—from trading cards to household appliances.
According to the listing, the person hired will also work on setting up governance rules, operational policies, and seller support systems to ensure the category runs smoothly and responsibly. The manager will be based in London and will report to the EU operations team.
TikTok Shop has already tested this model in the UK. In early 2024, the company launched its “Preowned Luxury” section there, offering high-end second-hand fashion items directly through the app. The UK rollout was done in collaboration with well-known resale platforms such as Luxe Collective, Sellier Knightsbridge, Sign of the Times, Hardly Ever Worn It, and Break Archive. This made it possible for users to buy authentic preloved luxury fashion without leaving TikTok.
With this approach, TikTok Shop positioned itself as a direct competitor to other resale platforms, including eBay UK, which had recently dropped fees for sellers listing second-hand clothes.
The expansion into continental Europe is seen as a natural next step. TikTok’s European user base continues to grow, and more people are becoming open to buying second-hand items as a way to save money and reduce waste. For sellers, this could mean a chance to reach younger, mobile-first customers without setting up their own websites or managing complex logistics.
It’s still unclear which EU countries will see the rollout first or when it will begin. However, the hiring of a program manager indicates that the groundwork is now being laid.
DMSMatrix will continue monitoring updates from TikTok Shop as the second-hand marketplace takes shape across Europe.