TikTok to expand e-commerce in more countries as US business remains in limbo

TikTok Shop is expected to enter Italy, Germany, France, Japan and Brazil this year, according to sources

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TikTok Shop, the in-app retailing feature on the popular short video platform, had started approaching Chinese sellers to open stores for the new markets. Photo: Shutterstock

Published: 7:00am, 19 Feb 2025

ByteDance-owned TikTok is expanding its e-commerce operations to Italy, Germany and France, with plans to also launch in Japan and Brazil this year, according to three people familiar with the matter.

TikTok Shop, the in-app retailing feature on the popular short video platform, had started approaching Chinese sellers to open stores for the new markets, the people said.

Merchants targeting Italy could set up their stores by the end of this month, while it remained uncertain when exactly TikTok Shop operations in Germany and France would commence this year, one of the people said. The platform’s “yellow shopping cart” icon is expected to be activated in late March or early April in Italy.

The shopping cart icon represents TikTok’s social commerce approach in which items for sale are marketed via content. The icon appears in short videos and live streams, allowing influencers to curate and promote items sold in different markets where TikTok Shop operates.

TikTok Shop in Japan is expected to open in June, while the exact launch date of Brazil this year is still not known.

With global headquarters in Singapore and Los Angeles, TikTok did not immediately respond to a request for comment on Tuesday.