TikTok Shop Expands in Europe Amid U.S. Uncertainty
TikTok Shop在欧洲扩张，美国前景不明
TikTok Shop will launch in Germany, France, and Italy on March 31, marking a major expansion in Europe while facing regulatory uncertainty in the U.S. The e-commerce feature, which allows in-app purchases, has already rolled out in Spain and Ireland after debuting in the UK in 2021. Targeting cross-border merchants, TikTok offers a “full-custody” model for seamless operations, while self-operating sellers require an invitation. As the U.S. considers a potential ban, TikTok is strengthening its foothold in the European market.
TikTok Shop将于3月31日在德国、法国和意大利上线，标志着其在欧洲的重大扩张，同时在美国面临监管不确定性。这一电商功能已在西班牙和爱尔兰推出，最早于2021年在英国上线。TikTok正面向跨境商家，提供“全托管”模式以简化运营，而自主经营的商家则需获得邀请。随着美国可能实施禁令，TikTok正加快在欧洲市场的布局。
