TikTok is gearing up to introduce its in-app shopping feature, TikTok Shop, to users in Spain and Ireland as early as October, according to a Bloomberg News report from July 23. The company plans to make a smaller debut than initially intended but aims to expand the feature across Europe in 2025. TikTok has recruited around 40 employees in Spain, signaling a significant investment in its eCommerce operations. The move comes as part of TikTok’s broader strategy to explore new commerce opportunities, although the feature will initially be available only in a limited capacity.
This launch follows a delay earlier this year when TikTok shifted focus to its American eCommerce business. The expansion into Spain and Ireland aligns with the growing trend of social commerce, where younger consumers, particularly Gen Z, are increasingly influenced by social media and online personalities. Research indicates that Gen Z is significantly more likely to make purchases based on influencer recommendations compared to older generations.
In related news, Spain’s competition regulator, the CNMC, has initiated an investigation into Apple’s App Store practices. Announced on July 24, the probe aims to determine whether Apple’s practices violate Spanish competition laws by imposing unfair conditions on developers. Apple has denied these allegations and stated that it competes fairly on its platform. This investigation follows similar actions in India, where Apple is accused of abusive conduct in the app store market. Despite these challenges, Apple recently resolved an antitrust issue with the European Union by allowing broader access to its tap-and-go technologies.
The introduction of TikTok Shop in Spain and Ireland underscores TikTok’s strategic pivot towards enhancing user engagement through integrated shopping experiences. As TikTok continues to innovate in social commerce, its expansion into these markets could pave the way for broader adoption of in-app purchasing features across Europe, catering to the evolving preferences of digital-savvy consumers.
