TikTok's e-commerce shop feature is now live in Spain, the company announced Tuesday, marking the first step in a broader rollout in Europe. The announcement shows that TikTok's parent company ByteDance is accelerating the expansion of TikTok Shop in European markets as a possible ban in the United States looms.
Users in Spain will be able to make in-app purchases through shoppable videos and live shopping streams in the For You feed, as well as while browsing the catalog on the digital storefront. Spanish businesses and creators will soon be able to sell their products directly through the app.
TikTok began beta testing Shops in the UK in 2021 and later rolled out the feature in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the US, and Vietnam.
TikTok was reportedly originally planning to set up shop in Spain, Germany, Italy, France, and Ireland earlier this year, but the company decided to postpone that in order to focus on the United States.
Earlier this year, TikTok aimed to increase the size of its TikTok Shop US business tenfold this year to $17.5 billion.
The company's focus on the U.S. appears to be paying off, with TikTok Shop's daily sales exceeding $100 million on Black Friday, tripling last year's sales. TikTok Shop also saw a 165% year-over-year increase in shoppers over the Black Friday and Cyber Monday weekends.
TikTok Shop is challenging not only Amazon, but also Chinese companies Temu and Shein.
Unlike its e-commerce competitors, TikTok has a hugely popular social media network that leverages creators and viral videos to reach buyers. Amazon sought to emulate this experience with the launch of Inspire, a short-form video feed that allows consumers to explore products and shop from content created by influencers.
The expansion to Spain comes a day after ByteDance and TikTok filed an emergency motion asking the Court of Appeals to temporarily block a law banning TikTok in the United States unless the social network separates itself from Chinese ownership by January 19. It will be done. Both companies are asking for a hold. To give the Supreme Court an opportunity to evaluate the case.