ByteDance - TikTok's owner is expected to open TikTok Shop in Italy at the end of March or 4 this year. The Chinese company also plans to develop markets in Germany and France this year, but there is no time limit.
TikTok Shop in Japan is expected to open in June 2025, while the exact launch date in Brazil this year is still unknown. TikTok has not commented on this information.
According to SCMP, the social network expanded its operations in other markets in response to the ban from the US, despite US President Donald Trump recently postponing the ban for 75 days. The US government is also looking to establish a national investment fund to buy TikTok.
In the US, TikTok has more than 170 million users. Last week, the app also returned to Google Play and the App Store.
As of February 18, TikTok has posted recruitment for dozens of locations in Italy, France and Germany, including 4 locations in Milan, 6 in Paris and 11 in Munich. In addition, they also want to recruit 26 personnel in Japan and 29 in Sao Paulo (Brazil).
In Germany, TikTok is expected to adopt an approach called Fulfilled by TikTok (FBT). This is a TikTok Shop tool that performs storage, product selection, packaging, and finally transporting goods from sellers to the TikTok community.
The UK, one of the first markets TikTok Shop opened in 2021, was the first to adopt FBT in 2023. In addition to the UK, TikTok has also expanded its business in Spain and Ireland.
Despite the difficulties, TikTok is still superior to rivals like Shein and Temu in the US market. TikTok Shop's sales in January 2025 increased by 153% compared to the same period last year in the US.
Meanwhile, Shein increased by only 26% and Temu increased by 28%. This statistic was released by Bloomberg Second Measure (BSM), which analyzes credit card and debit card data.
For transactions worth $25 or more, TikTok has increased its market share by 16 percentage points in January 2025. This is already an important segment of Shein, according to BSM.
In the transaction portfolio under 25 USD, Temu accounted for the largest proportion, but TikTok Shop also increased by 7 percentage points in January 2025 compared to the same period last year.
