TikTok Shop arrives in France – An opportunity to be seized?

It’s only a short step from social network for teenagers to digital marketing channel. After its early years confined to teenagers, TikTok is becoming a tool for businesses. Proof of this is that the Chinese media is launching into social commerce. Internet users can buy clothes, jewellery, watches and more, all from their favourite platform. Until now, this feature was mainly available in Asia and the United States. But since 31 March 2025, TikTok Shop has arrived in France. So should you develop your shopping strategy on TikTok? Find out the answer. 

TikTok Shop in France – What is it? 

After opening registration to a select few French brands, TikTok Shop has been expanding to all businesses in mainland France since 31 March 2025. 

But in practical terms, what can you do with this new feature? 

The answer is simple: sell even more. And yes, TikTok Shop provides businesses with social commerce. In other words, it merges its social network with e-commerce. Users will no longer just scroll for entertainment and to discover new brands. They will also go there to buy products that inspire them. And they can do so without having to leave TikTok and go through an external platform.

With the arrival of TikTok Shop in France, brands can sell through three channels: 

• The store: the brand account can integrate a shop allowing users to buy directly on the platform. TikTok shop relies on advanced features (such as in-app payment) to encourage instant purchases. 
• Live shopping: content creators, influencers and brands present their products while directly answering questions from their audiences. A form of teleshopping 2.0. 
• Shoppable videos: you can promote your offers through your videos. Internet users can instantly access your shop to make their purchase.  

The result? The purchasing process becomes smoother and the brand/consumer relationship more direct. 

Should brands embrace TikTok Shop? 

The success of social shopping continues to grow. By 2028, it is expected to reach £1 trillion worldwide, or 1 in 5 sales. 

But beware, because not all countries are at the same stage of maturity. The pioneers are undoubtedly Asian countries, followed by the United States. The phenomenon is growing so rapidly that TikTok’s number one competitor may no longer be Instagram, but Amazon, the leader in e-commerce. 

What about Europe? At present, this consumer practice is still in its infancy. Social commerce revenue stands at just $33 billion. Not to mention that other platforms have also tried their luck, such as live shopping on Facebook or Instagram. 

Will the same be true for TikTok Shop? We don’t have the answer. But one thing is certain: this format encourages impulse buying. This could help brands boost their sales exponentially. 

Provided you pursue the right strategy. Namely:

• Focus on the most relevant products, such as cosmetics, food supplements and fashion; 
• Call upon influencers; 
• Produce engaging content that captures attention from the very first seconds;  
• Opt for popular formats, such as unboxing. 

Would you like to try your luck on TikTok Shop? Feel free to contact our TikTok Ads agency to optimise your advertising campaigns.