TikTok is expanding its e-commerce presence by launching TikTok Shop in France, Germany, and Italy on Monday.
The new feature, which allows users to purchase products directly within the app, follows successful launches in Spain and Ireland last December.
TikTok Shop integrates shopping links in videos, live content, and an online store, enabling users to shop without leaving the app. The shop tab offers product searches, promotions, order management, and personalized recommendations.
While the feature is already available in several countries including the UK, Thailand, the US, and Saudi Arabia, the launch in France is particularly notable as French lawmakers are investigating the psychological effects of TikTok on children, given its popularity among young users. French retailers have raised concerns about the potential for unfair competition from platforms like TikTok Shop, as they face pressures from e-commerce giants like Temu and Shein.
TikTok Shop is implementing proactive content moderation and will restrict access to users under 18 for content with shopping links.
