TikTok is planning to launch its in-app shopping platform in Spain and Ireland as early as October, restarting a stalled campaign to expand its fastest-growing business in Europe.
The company, which is owned by ByteDance, told partners including merchants and creator agencies in recent weeks to get ready for a TikTok Shop debut in the two countries, according to people familiar with the matter.
The roll-out will be smaller than previously envisioned although preparations are underway to bring the portal to other parts of Europe next year, the people said, asking not to be identified discussing private information.
A company spokesperson didn’t comment on Shop’s plan in Europe, but said TikTok 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”.
TikTok Shop has recruited a team of about 40 workers in Spain, making it one of the company’s largest e-commerce outposts in Europe, according to the people.
The firm is also hiring Spanish speakers in places like Madrid and London for roles ranging from logistics to compliance and strategies for Shop, according to its job site.
It had initially intended to bring the Shop feature to Spain, Germany, Italy, France and Ireland earlier this year, but delayed the expansion to focus on the US, Bloomberg News reported in May.
TikTok Shop — which combines addictive video content with impulse-buying in visual fashion — is the app’s fastest-growing feature. The combination of eye-catching videos, popular influencers and full-scale commerce sets it apart from rivals like Instagram and YouTube, and opens a path for the firm to take on Amazon.
