TikTok Shop launches into France, Germany and Italy to accelerate European expansion

By Jo Allen | Published: 2-Apr-2025
Retail Digital

The UK's fastest growing online sales platform has now entered France, Germany and Italy’s markets, with make-up giant essence launching on TikTok Shop Germany

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TikTok Shop has expanded into three new markets in Europe – France, Germany and Italy – following its entry into Ireland and Spain last December.

The expansion will enable new brands to launch on the platform while also acting as a gateway into Europe for beauty brands already on TikTok Shop UK.

Emily Caine, Head of Beauty at TikTok Shop UK, told Cosmetics Business: “We have been able to observe this rapid growth and incredible opportunities in taking family-run brands like Nature Spell and helping them scale into multi-million pound businesses.

“If we get to duplicate that at a bigger scale, it is

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