The TikTok platform, owned by the Chinese company ByteDance, continues to strengthen its presence in the world of e-commerce, as it prepares to expand its online store activity to both Spain and Ireland.
This expansion comes as part of the platform's global strategy to search for new sources of revenue, amid slowing growth and facing increasing geopolitical challenges.
TikTok announced invitations for sellers to join the shopping platform in Spain, which is expected to officially launch next December, according to a report published by the "scmp" website and reviewed by "Al Arabiya Business".
A merchant, who focuses on cosmetics and skin care, explained that the platform began opening some Spanish stores since August, with plans to activate the "yellow shopping cart" feature soon.
This feature allows influencers to promote and sell products directly through videos and live broadcasts.
TikTok encourages sellers in Ireland to participate in the e-commerce service, although the official date for its launch there has not yet been determined.
Expansion after delay
This represents the platform’s first major push into Europe since the launch of the TikTok Store in the UK in 2021.
The European expansion has been delayed several times, with reports that it was originally scheduled to launch last October before being pushed back to December.
TikTok and its parent company ByteDance face significant challenges in generating revenue beyond traditional advertising revenue.
TikTok’s revenue declined between January and September, with the TikTok Store failing to meet its business targets in recent months.
The solution is e-commerce
TikTok recently launched its PayLater service in Malaysia, allowing users to pay in installments over periods of up to 12 months.
It has also expanded its partnership with “buy now, pay later” payment providers, to provide more convenient options for users.
