TikTok Shop is expected to grow rapidly across Europe as social commerce expands. The platform has created an ecosystem connecting consumers, creators, and smaller brands, using short-form video and affiliate marketing to drive sales. Growth has accelerated since launch in France, Germany, and Italy, with Germany generating about $195 million in sales across top categories over the past 180 days. Sales in France, Spain, and Italy were lower, and overall levels remain below more mature markets like the United States and the United Kingdom. Top products tend to be impulse purchases, with cosmetics, shapewear, supplements, cleaning products, and household appliances performing well. Sales are driven mainly by in-feed videos, while affiliate networks can account for over 80% of sales for leading merchants. Limited overlap with major European fashion retailers’ core offerings suggests modest impact on established retailers, which have continued gaining market share.
"The bank also highlighted the growing role of TikTok Shop's affiliate network, which allows content creators to earn commissions for promoting products. In several markets, affiliates account for more than 80% of sales generated by leading merchants on the platform. Despite the platform's growth, Goldman Sachs said there is limited overlap between TikTok Shop's best-selling products and the core offerings of major European fashion retailers."
Read at Investing.com UK
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