DMSMatrix reports that TikTok Shop has launched in Germany, France, and Italy, giving 72.1 million users in these countries access to the platform’s e-commerce features. This expansion allows local businesses and well-known brands to reach new customers directly through TikTok.

With this rollout, businesses of all sizes can now sell products within the app, integrating shopping with TikTok’s video content. Early sellers on the platform include major brands like About You and Nivea, alongside local merchants looking to tap into TikTok’s growing user base.

TikTok Shop enables users to discover and purchase products without leaving the app. It offers features such as live shopping, in-feed product links, and a marketplace where users can browse items from various sellers. The expansion follows successful launches in other regions, where TikTok Shop has been used by businesses to increase visibility and sales.

For businesses in Germany, France, and Italy, the platform provides a new way to engage with customers. The ability to sell through short videos and live streams makes it easier for brands to showcase products in an interactive format. As more companies join TikTok Shop, it could change how e-commerce operates within the region.

Local sellers interested in using TikTok Shop can sign up through the platform’s seller center, where they can list products, manage orders, and track performance. The service includes support for logistics and payment processing, helping businesses of all sizes get started with minimal setup.

The launch of TikTok Shop in these three countries reflects the platform’s increasing role in online shopping. As the service grows, more businesses are expected to explore TikTok as a sales channel, potentially reshaping digital commerce in Europe.