TikTok has launched its e-commerce platform, TikTok Shop, in Spain, marking a significant expansion into continental Europe as it diversifies amid regulatory challenges in the U.S.
Oct 2, 2025
Source:
TechCrunch
TikTok Shop Arrives in Spain
TikTok has officially launched its e-commerce feature, TikTok Shop, in Spain, marking the platform's first entry into continental Europe. This move signals a broader expansion strategy across the continent, allowing Spanish users to purchase products directly within the app.
The feature is now integrated into the 'For You' feed, enabling shopping through various formats.
How It Works
In-Feed Videos: Users can buy products tagged in short-form videos.
LIVE Shopping: Brands and creators can host live streams to sell products in real-time.
Shop Tab: A dedicated storefront on a business or creator's profile showcases a full catalog of products.
According to TechCrunch, the rollout model in Spain is currently invite-only, similar to its launch in Ireland. This means only selected Spanish businesses and creators can sell on the platform for now, though wider access is expected in the future.
Keep up with the story. Subscribe to the PR+ free daily newsletter
Source:
Reuters
Strategic Timing and Market Impact
The expansion into Europe comes as TikTok's parent company, ByteDance, faces significant regulatory pressure and a potential ban in the United States. Diversifying revenue streams and tapping into new markets is a critical strategic pivot.
A Strong User Base
Spain presents a fertile ground for this launch. As of November 2024, TikTok had approximately 20 million active users in the country, representing about 40% of the population. Early data is already showing promising adoption rates. A survey from Cube Asia revealed that over 10% of online beauty shoppers in Spain made a purchase on TikTok Shop shortly after its December debut.
Competing with Giants
TikTok Shop enters a competitive landscape dominated by established players.
Amazon: The undisputed leader in traditional e-commerce.
Shein and Temu: Fast-fashion and budget-friendly powerhouses.
However, TikTok's unique "social commerce" model, which blends entertainment with shopping, differentiates it from competitors. As noted by Ecommerce News Europe, the platform aims to capitalize on impulse purchases driven by viral trends and creator influence, a market segment industry leaders predict will see dramatic growth.
Read More
Source:
http://Bloomberg.com
