TikTok Shop seemed set to launch in many European countries this summer, but owner ByteDance put the brakes on expansion. The shopping feature is reportedly set to launch in Ireland and Spain in October, with other European countries following next year.

TikTok, the international subsidiary of Chinese company ByteDance, launched TikTok Shop in certain parts of Asia in early 2022, followed by expansions in the United Kingdom and the United States. Further expansion was then delayed, reportedly due to disappointing results in the United Kingdom, where TikTok launched fulfillment services.

TikTok Shop seemed to be coming to continental Europe this spring, when TikTok started inviting merchants to beta-test in Germany, France, Italy, and Spain.

Rollout scenario

ByteDance, however, decided to delay its rollout scenario in order to focus on growing TikTok Shop in the US, where the social platform is under discussion. And reportedly also to keep regulators in Europe more at bay. TikTok is now said to have selected Ireland and Spain to revive Europe’s ecommerce push starting next October, according to Bloomberg.

ByteDance told partners including merchants and creator agencies in recent weeks to get ready for a TikTok Shop debut in the two countries, the news agency said, citing anonymous sources familiar with the matter.

‘Irish and Spanish merchants and creator agencies have been asked to get ready.’

A team of 40 workers is said to be ready in Spain for the introduction of TikTok Shop, to ensure the launch in the first continental European country goes smoothly. In the meantime, TikTok is looking for new employees in various roles, ranging from logistics to compliance and strategies for Shop in Spain.

‘Discover and engage with products’

A TikTok spokesperson remained tight-lipped to Bloomberg, stating that the company will “continue experimenting with this new commerce opportunity to support businesses of all sizes and enable our community to discover and engage with products they love”.