TikTok Shop has launched in Spain today, according to various market observers and sellers on the platform. This marks the first country in continental Europe where TikTok users can shop directly.

The launch of TikTok Shop in continental Europe had been anticipated earlier but was reportedly delayed several times, partly due to underwhelming sales performance in the United Kingdom. However, TikTok has never officially confirmed this.

TikTok Shop in Spain

For now, sellers in Spain can only participate by invitation, like they can in Ireland. There has been no formal press announcement about the launch, but several companies have indicated that they started selling on the platform today; December 9, 2024. For example, sportswear seller Siroko stated on LinkedIn: “TikTok Shop is here to revolutionize the current online shopping system — two clicks, and the product is in your hands.”

‘Two clicks, and the product is in your hands.’

The launch in Spain comes roughly three years after TikTok Shop was introduced in the United Kingdom. Apart from Asia, the shopping functionality is only available in the United States, where its legal future remains uncertain.

Sales success in the United Kingdom

TikTok, the international subsidiary of the Chinese company ByteDance, has significantly strengthened the position of its shopping division in the United Kingdom market this year. According to the platform, there are now over 200,000 businesses active on TikTok Shop. Its revenue is currently double to what it was last year, thanks to an “unprecedented surge in live shopping sessions” in the United Kingdom.

Ecommerce in Spain

In Spain’s ecommerce landscape, TikTok Shop will face rivals including Amazon, where approximately two-thirds of online shoppers regularly make purchases, according to recent data from CNMC, Spain’s competition and market regulator. Far behind Amazon, AliExpress – like TikTok, rooted in China – holds the second position in the Spanish market.