TikTok Shop opens in Spain, Ireland in e-commerce expansion ahead of potential US ban

The Spain launch is TikTok Shop’s first foray into continental Europe, coming three years after opening in the UK, its first European market

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TikTok Shop has opened in Spain, marking the first expansion of the service in Europe in three years. Photo: Shutterstock

Published: 5:03pm, 11 Dec 2024

TikTok has announced the launch of its in-app e-commerce feature in Ireland and Spain, bringing TikTok Shop to its first market in continental Europe, an expansion that comes just ahead of a potential ban in the US.

TikTok announced on Tuesday the roll-out in Spain, where its 20 million monthly active users (MAUs) can shop while watching short videos or live-streaming sessions without leaving the app, according to a statement on its website.

In a separate statement on the same day, the company said its 2.2 million MAUs in Ireland will get access to TikTok Shop “this week”. The roll-out is the result of a partnership with Guaranteed Irish, a local organisation representing foreign businesses in the country.

The company said merchants on the platform are registered locally in each market.

The company did not immediately respond on Wednesday to emailed questions about whether merchants from other countries, especially China, would be allowed to sell to Spanish or Irish buyers. The cross-border model is widely used in other markets, including the US, UK and six Southeast Asian countries.

TikTok has been preparing for the launch for months, inviting merchants as early as August to join for the anticipated Spain launch, the South China Morning Post previously reported.