TikTok has officially launched its TikTok Shop service in Poland, introducing the so-called ‘discovery e-commerce’ model to the local market. This means that users can buy products directly within the app, coming across them whilst watching videos, live streams or browsing recommendations tailored to their interests.
The launch in Poland is part of a wider European expansion. Alongside Poland, TikTok Shop has also launched in Austria, Belgium and the Netherlands. The platform is already operational in France, Germany, Spain, Italy and Ireland, amongst others. According to TikTok, there are already over 100,000 sellers operating within the service’s European ecosystem, and the number of users in the markets covered by the service is close to 100 million.
The new service allows users to purchase products in several ways. Purchases can be made directly from videos, live streams, brand profiles and the dedicated Shop tab. The entire process, from discovering a product to payment, is completed without leaving the app.
TikTok hopes to capitalise on its position as a platform for product discovery. The company notes that half of its users discover new brands there, and 55 per cent have actively searched for products or services on the platform in the last 30 days. In addition, the hashtag #TikTokMadeMeBuyIt has already amassed over 34 million videos.
For sellers, one of the most important features of the offering is the “Sell Across Europe” programme, which will enable sales in other EU markets via a single registration. Companies will be able to localise product descriptions and utilise a network of affiliate creators operating in various countries.
The platform also opens up new monetisation opportunities for online creators. Verified influencers can promote brands’ products and receive a commission on sales generated. In doing so, TikTok reinforces a model in which commerce is closely linked to creators’ recommendations and community content.
