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TikTok’s e-commerce store feature will be launched in Spain, the company said Announce on Tuesday, marking the first step for a broader European rollout. The launch indicates that ByteDance, TikTok’s parent company, is accelerating the expansion of its TikTok store in European markets as a potential US ban looms.
Users in Spain will now be able to make in-app purchases through shoppable videos and live shopping streams on their For You Feed page, and while browsing catalogs on digital storefronts. Spanish companies and creators will soon be able to sell products directly through the app.
TikTok began beta testing Shop in the UK in 2021 and later rolled out the feature in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the US and Vietnam.
Although TikTok originally planned to launch Shop in Spain, Germany, Italy, France, and Ireland earlier this year, the company… I decided to postpone To do so to focus on the United States
At the beginning of the year, TikTok was aiming to grow its U.S. TikTok Shop business tenfold to $17.5 billion this year.
The company’s focus on the US appears to have paid off, where the TikTok store has found success More than $100 million In single-day sales on Black Friday, three times the sales of last year. Over the Black Friday and Cyber Monday weekends, TikTok Shop also saw a 165% increase in shoppers year over year.
TikTok Shop is challenging not only Amazon, but also Chinese-owned companies like Temu and Shein.
Unlike its e-commerce competitors, TikTok has an extremely popular social media network that leverages creators and viral videos to reach buyers. Amazon has tried to emulate this experience by launching Inspire, a short video feed that allows consumers to explore products and shop from content created by influencers.
The expansion into Spain comes a day after ByteDance and TikTok filed an emergency motion asking an appeals court to temporarily block a law that would ban TikTok in the United States unless the social network divests of Chinese ownership by January 19. To give the Supreme Court an opportunity to evaluate the case.
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