TikTok’s e-commerce Shop feature is now available in Spain. This marks an important step in the platform’s broader European rollout and highlights the urgency of its parent company, ByteDance, expanding the shop into European markets.
This comes amid potential U.S. regulations that could impact the app’s operations. Users in Spain can now make in-app purchases through shoppable videos and LIVE Shopping streams on their For You Feed. They can also browse catalogs on digital storefronts.
Spanish businesses and creators will soon be able to sell products directly through the app. TikTok began testing Shop in the U.K. in 2021. Later, the feature was expanded to several Asian and American countries.
Initial plans included launches in Spain, Germany, Italy, France, and Ireland earlier this year.
TikTok Shop debuts in Spain
However, TikTok decided to focus on its U.S. market in anticipation of regulatory changes.
The intensified focus on the U.S. market appears to have yielded significant results. At the start of the year, TikTok’s goals for its U.S. Shop business expanded tenfold to a projected $17.5 billion. On Black Friday alone, TikTok Shop reported impressive single-day sales, tripling from the previous year.
The platform also saw a 165% increase in shoppers year over year during the Black Friday and Cyber Monday weekends. TikTok Shop challenges e-commerce giants like Amazon and Chinese-owned competitors like Temu and Shein. TikTok leverages its highly popular social media platform, utilizing creators and viral videos to effectively engage and convert buyers.
Amazon has attempted to replicate this model by launching a short-form video feed that allows consumers to explore and shop from influencer-created content. The expansion into Spain follows a crucial legal move by ByteDance and TikTok. They recently asked an appeals court to temporarily block a law banning TikTok in the U.S. unless the social network divests from its Chinese ownership by January 19.
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