Summary
TikTok Shop expands into Spain and Ireland, marking its first entry into continental Europe.
The e-commerce platform allows users to shop directly within the app while watching videos or live streams.
This expansion comes as TikTok faces potential regulatory challenges in the U.S., prompting the company to diversify its market presence.
TikTok has made a significant move in its e-commerce strategy by launching TikTok Shop in Spain and Ireland. This expansion marks the social media platform’s first entry into continental Europe, following a successful launch in the UK three years ago. The new e-commerce feature enables users to shop while engaging with content, such as watching short videos or live-streaming sessions, all without leaving the app.