{"id":2652,"date":"2025-03-13T14:42:35","date_gmt":"2025-03-13T13:42:35","guid":{"rendered":"https:\/\/www.htt.it\/?p=2652"},"modified":"2026-02-08T16:49:18","modified_gmt":"2026-02-08T15:49:18","slug":"tiktok-shop-also-arrives-in-europe-online-shopping","status":"publish","type":"post","link":"https:\/\/www.htt.it\/en\/tiktok-shop-also-arrives-in-europe-online-shopping\/","title":{"rendered":"TikTok Shop also arrives in Europe. The new function that will change the approach to online shopping."},"content":{"rendered":"\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <p>The famous entertainment video app is testing the shopping feature and it&#8217;s already a success in America.<br \/>\nThat TikTok&#8217;s growth, measured in terms of app adoption, is unstoppable, we already knew. What perhaps not everyone knows is that soon <strong>it will also be possible to shop on TikTok in Italy<\/strong>, thanks to the new <strong>TikTok Shop<\/strong> feature, already in use in America since last September.<\/p>\n<p>In Italy the official launch was scheduled for July 2024, but there were delays. But what can we expect from this new feature? And how does it differ from shopping on Meta?<\/p>\n<p><strong>UPDATE:<\/strong> Registration opened a few days ago. <a href=\"https:\/\/seller-it-accounts.tiktok.com\/account\/register\" target=\"_blank\">Here is the link.<\/a> <\/p>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <h2>TikTok Shop: how purchases work<\/h2>\n<p>Shopping and social media have been intertwined for quite some time now. Instagram is the platform where influencers, trendsetters capable of influencing the purchases of millions of consumers, have emerged.<br \/>\nBut Instagram and Facebook represent only two showcases for brands, and purchases continue to be made on e-commerce and marketplace platforms. In fact, although it is possible to upload the catalog of products on Meta, <strong>content with clickable products always redirects to an external product page<\/strong> outside of the social media platform, and in fact Meta does not manage the transaction (except with specific solutions for some countries and for some Profiles\/Brands, as of today).<\/p>\n<p>With <strong>TikTok Shop<\/strong>, on the other hand, <strong>you can complete a purchase in a few clicks without ever leaving the app<\/strong>. <strong>TikTok<\/strong> provides seller support and <strong>should handle orders, shipments, and money flow internally<\/strong>.<br \/>\nIn this way, TikTok Shop would position itself as a kind of integrated marketplace within the social media platform.<\/p>\n<p>TikTok provides 4 native formats for shopping on the platform:<\/p>\n<ul>\n<li><strong>Live shopping<\/strong>: You can purchase directly during creators&#8217; live streams by tapping on pinned products or exploring the shopping icon.<\/li>\n<li><strong>Shoppable videos<\/strong>: In-feed video content with clickable shop icons.<\/li>\n<li><strong>Product showcase<\/strong>: Showcase of products that you can find on brand or creator profiles.<\/li>\n<li><strong>Shop tab<\/strong>: Personalized shopping exploration section that groups various brands and different types of content.<\/li>\n<\/ul>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"584\" src=\"https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento01-1024x584.webp\" alt=\"Immagine con 3 mockup di smartphone con differenti schermate di Tik Tok Shop\" class=\"wp-image-2644\" srcset=\"https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento01-1024x584.webp 1024w, https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento01-300x171.webp 300w, https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento01.webp 1886w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <h2>The crucial role of creators in TikTok Shop<\/h2>\n<p>If creators were already crucial on Instagram, they become even more so on TikTok. The reason is simple.<br \/>\n<strong>In-App purchases allow creators to sell the products they promote directly.<\/strong><br \/>\nWhile on Meta, creators or influencers lend their testimony to drive traffic and conversions to the websites of the brands they collaborate with, <strong>on TikTok, users purchase directly through the creators&#8217; channels.<\/strong><\/p>\n<p>This has two fundamental consequences:<\/p>\n<ol>\n<li>Small businesses enter the game by creating content to sell their products directly. In this initial phase, <strong>TikTok&#8217;s algorithm favors Shop content<\/strong>, offering great visibility to sellers and favorable commissions.<\/li>\n<li>Medium\/large brands can <strong>rely on creators to sell their products<\/strong>, without the need to internally produce content. This way, the brand does not have to invest resources in managing social media and can leverage the creator&#8217;s fanbase.<\/li>\n<\/ol>\n<p>The role of creators is therefore increasingly crucial in supporting brands in their online sales. The advertising style of creators is engaging and fun, reducing friction in the consumer&#8217;s purchase journey, who immediately associates a positive feeling with the product being sold.<br \/>\nOne could speak of <strong>&#8220;advertainment&#8221;<\/strong>, a <strong>creative and well-executed advertising message<\/strong>, <strong>that also provides entertainment to users<\/strong> who choose to watch it.<\/p>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <h3>Collaborations with creators are more transparent thanks to the Tik Tok Affiliation circuit<\/h3>\n<p>More and more brands are opting to collaborate with influencers and creators for promoting their products, but the results are not always as expected.<\/p>\n<p><strong>On Instagram<\/strong>, we&#8217;re accustomed to hefty paychecks, with no guarantee in return that the influencer&#8217;s testimony adds value to the promotion.<br \/>\n<strong>The fee is determined by the number of contents produced by the influencer rather than the actual sales generated by their content.<\/strong><br \/>\nThis <strong>opaque collaboration mode<\/strong> has led to a <strong>sentiment of distrust towards influencer marketing<\/strong> in some cases. Consider the recent Balocco case: Chiara Ferragni received a high fee for promoting the pandori, which was not tied to the quantity of pandori sold, nor was the charity donation amount linked to the promo&#8217;s success.<\/p>\n<p>But on <strong>TikTok<\/strong>, the <strong>Affiliation circuit<\/strong> addresses this issue. The affiliation circuit serves as a platform that connects sellers looking to promote their products through influencers with creators seeking commercial opportunities and products to recommend. Once the partnership between the seller and influencer is established, <strong>the creator&#8217;s commission is automatically paid by the platform when a user makes a purchase directly from their channel<\/strong>. This way, <strong>the seller only pays the influencer based on the sales they generate on their profile<\/strong>.<br \/>\nThe affiliation circuit also benefits creators by providing them with a platform to showcase themselves to brands, without the need for intermediary influencer marketing agencies. Additionally, even creators with a limited fanbase will have the opportunity to monetize, as the promo fee will depend solely on their ability to communicate with their audience.<\/p>\n<p>TikTok&#8217;s affiliation circuit thus represents a <strong>default and transparent mode of operation for influencer marketing<\/strong>, ushering in a new era that is fairer and based on merit.<\/p>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"584\" src=\"https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento02-1024x584.webp\" alt=\"Immagine con 4 mockup di smartphone che rappresentano le fasi di acquisto su Tik Tok Shop: Product link, product detail page, selection option e checkout\" class=\"wp-image-2647\" srcset=\"https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento02-1024x584.webp 1024w, https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento02-300x171.webp 300w, https:\/\/www.htt.it\/wp-content\/uploads\/2024\/03\/tik_tok_shop_funzionamento02.webp 1886w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <h3>Which product categories are popular on TikTok Shop?<\/h3>\n<p>Although the TikTok Shop experience has just begun, we already have the first statistics from the United States telling us <strong>which products are most appreciated and purchased by TikTok users<\/strong>.<\/p>\n<p>The <strong>Beauty and Personal Care<\/strong> sector is decidedly the most appreciated, representing 22.5% of the entire market share. <strong>Women&#8217;s Clothing and Intimates<\/strong> is the second most purchased category through TikTok Shop, accounting for 12.5% of purchases, while <strong>Men&#8217;s Clothing and Intimates<\/strong> ranks third, with a preference rate of 8%.<\/p>\n<p>As is already the case on Instagram, on TikTok, the female target audience appears to be the most responsive to the allure of social shopping.<\/p>\n<section class=\"htt-faq\" aria-labelledby=\"faq-en-title\">\n<h3 id=\"faq-en-title\">FAQ \u2013 TikTok Shop Product Categories<\/h3>\n<details>\n<summary>Which product categories perform best on TikTok Shop?<\/summary>\n<div class=\"faq__content\">\n      Beauty and Personal Care currently leads TikTok Shop sales, followed by Women&#8217;s Clothing and Intimates and Men&#8217;s Clothing and Intimates.\n    <\/div>\n<\/details>\n<details>\n<summary>Why is Beauty and Personal Care so successful on TikTok Shop?<\/summary>\n<div class=\"faq__content\">\n      Beauty products benefit from short-form video demonstrations, creator trust, before\/after effects, and impulse-driven purchasing behavior.\n    <\/div>\n<\/details>\n<details>\n<summary>Is TikTok Shop more effective for female audiences?<\/summary>\n<div class=\"faq__content\">\n      Yes. Current data shows that female users are more responsive to social commerce, especially in fashion and personal care categories.\n    <\/div>\n<\/details>\n<details>\n<summary>How does TikTok Shop compare to Instagram Shopping?<\/summary>\n<div class=\"faq__content\">\n      TikTok Shop emphasizes discovery and entertainment-driven purchases, while Instagram Shopping relies more on brand familiarity and visual curation.\n    <\/div>\n<\/details>\n<details>\n<summary>Are fashion products suitable for TikTok Shop?<\/summary>\n<div class=\"faq__content\">\n      Yes, especially trend-driven, affordable fashion items that can be showcased through creators and viral content formats.\n    <\/div>\n<\/details>\n<\/section>\n<section class=\"htt-bibliography\" aria-labelledby=\"biblio-en-title\">\n<h3 id=\"biblio-en-title\">References &#038; Bibliography<\/h3>\n<div class=\"biblio-card\">\n<p><strong>TikTok Shop US Data Report (2024)<\/strong><\/p>\n<p>Early performance data on TikTok Shop product categories and consumer behavior.<\/p>\n<p>    <a href=\"https:\/\/www.businessofapps.com\/data\/tiktok-statistics\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n      https:\/\/www.businessofapps.com\/data\/tiktok-statistics\/<br \/>\n    <\/a>\n  <\/div>\n<div class=\"biblio-card\">\n<p><strong>McKinsey \u2013 The State of Social Commerce<\/strong><\/p>\n<p>Analysis of social shopping trends and category performance across platforms.<\/p>\n<p>    <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/the-future-of-social-commerce\" target=\"_blank\" rel=\"noopener\"><br \/>\n      https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/the-future-of-social-commerce<br \/>\n    <\/a>\n  <\/div>\n<div class=\"biblio-card\">\n<p><strong>Insider Intelligence \u2013 Social Commerce Report<\/strong><\/p>\n<p>Insights into gender behavior and purchasing dynamics in social platforms.<\/p>\n<p>    <a href=\"https:\/\/www.insiderintelligence.com\/insights\/social-commerce\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n      https:\/\/www.insiderintelligence.com\/insights\/social-commerce\/<br \/>\n    <\/a>\n  <\/div>\n<\/section>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<style>\n.htt-faq details {\n  border: 1px solid #e5e7eb;\n  border-radius: 12px;\n  padding: 0.75rem 1rem;\n  margin-bottom: 0.75rem;\n  background: #fff;\n}\n\n.htt-faq summary {\n  font-weight: 600;\n  cursor: pointer;\n}\n\n.htt-faq .faq__content {\n  margin-top: 0.5rem;\n  color: #374151;\n}\n\n.htt-bibliography {\n  display: grid;\n  gap: 1rem;\n}\n\n.biblio-card {\n  border: 1px solid #e5e7eb;\n  border-radius: 14px;\n  padding: 1rem;\n  background: #fafafa;\n}\n\n.biblio-card p {\n  margin: 0.25rem 0;\n}\n\n.biblio-card a {\n  font-size: 0.9rem;\n  color: #2563eb;\n  word-break: break-word;\n}\n<\/style>\n\n\n\n\n\n<!-- SECTION -->\n<section  class=\"block-banner-mmet darksection\" style=\"\">\n    <div class=\"htt-container htt-talk-idea\">\n        <div class=\"htt-talk-idea--left\">\n            <p>Do you want to sell online or are you looking for someone to boost your sales?<\/p>\n        <\/div>\n        <div class=\"htt-talk-idea--right\">\n            <div class=\"htt-talk-idea--card\">\n                <h4>\ud83d\udc4b <br>Discuss it with                    Matteo!\n                <\/h4>\n                                        <div class=\"htt-talk-idea--person\">\n                            <div class=\"avatar\" style=\"background-image: url(https:\/\/www.htt.it\/wp-content\/uploads\/2023\/12\/avatar_matteo-1.webp)\"><\/div><p>Matteo Doveri<span>Matteo Doveri is Agency Director at HT&#038;T Consulting. He leads multidisciplinary teams and oversees digital marketing, performance, innovation and digital transformation initiatives, helping companies and brands accelerate growth, strengthen market positioning and evolve their business models in increasingly complex digital ecosystems.<\/span><\/p>                        <\/div>\n                                                    <!-- <a class=\"htt-talk-idea--meet\" href=\"https:\/\/www.htt.it\/contatti\/\">Prenota un meet<\/a> -->\n                <a class=\"htt-talk-idea--meet\" href=\"https:\/\/www.htt.it\/contatti\/\">Book a meeting<\/a>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":20,"featured_media":2640,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,122,119],"tags":[107],"class_list":["post-2652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency","category-future-insights-en","category-news-en","tag-web-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok Shop also arrives in Europe. The new function that will change the approach to online shopping. - HT&amp;T Consulting .<\/title>\n<meta name=\"description\" content=\"Discover how TikTok Shop is expanding into Europe and reshaping social commerce, shopping experiences, and brand engagement online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.htt.it\/en\/tiktok-shop-also-arrives-in-europe-online-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok Shop also arrives in Europe. 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