TikTok Shop launches in France: a new era for e-commerce
E-commerce is evolving rapidly, and TikTok Shop is rewriting the rules of the game. Already well established in Southeast Asia, the UK, and the US, TikTok Shop is now available in France. With this launch, TikTok aims to revolutionize online shopping by blending content, community, and conversion into one seamless experience.
TikTok Shop: A powerful “shoppertainment” model
TikTok Shop allows content creators, brands, and users to sell or buy directly within the app—without ever leaving the TikTok ecosystem. This model, already proven in other markets, is built on a simple yet powerful idea: turning inspiration into action. Consumers no longer just watch a video—they can instantly click to purchase what they see.
This “shoppertainment” approach, blending entertainment and e-commerce, drives more spontaneous and engaging purchases, fueled by the trust placed in creators and immersive content.
The result: a conversion rate up to 10 times higher than traditional e-commerce (source: McKinsey).
What TikTok Shop Already Represents in the UK: A Rapid Success Story
The UK was the first European market to welcome TikTok Shop—and the results speak for themselves.
In 2024, over 30% of UK online shoppers have used TikTok Shop at least once, drawn primarily to beauty products (especially makeup) and fashion. In under four years, the platform has become the second-largest online player in the UK beauty sector.
Rapidly growing figures:
3.1%: TikTok Shop’s market share by value (+2 pts vs 2023)
31.3%: Penetration rate in UK e-commerce (+11.5 pts vs 2023)
Category Value Share on TikTok Shop in 2024 (%, and change vs 2023 in pts)
Sources: LSA, NielsenIQ Digital Purchases UK
👉 By 2029, social commerce in Europe could reach €565 billion (source: Forrester).
A Strategic Opportunity for French Brands
Recently launched in France, TikTok Shop is paving the way for a new era of e-commerce for French brands. With a model that combines virality, spontaneity, and direct conversion, TikTok is reshaping the strategies brands need to adopt. For those who position themselves early, it’s a unique opportunity to gain a competitive edge, engage a highly active audience, and reduce acquisition costs in an increasingly saturated digital landscape.
Key figures in France
- 25.1 million French users are registered on TikTok, with 15 million active users
- 32 hours and 48 minutes: the average time spent on the app per user each month — making TikTok the #1 social network in France in terms of time spent
- The 25–34 age group is the most represented demographic on the platform
Sources: TikTok, We Are Social, Meltwater
TikTok Shop therefore represents a tremendous growth opportunity—especially among younger generations of consumers, who are already highly active on the platform. But succeeding on this channel requires a well-crafted strategy: selecting the right creators, launching effective live campaigns, optimizing logistics, and deeply understanding the platform’s unique codes.
Marvesting & Stellar: Your Winning Duo on TikTok Shop
At Marvesting, we firmly believe in the power of social commerce. That’s why, through our subsidiary Stellar, we’ve built a unique expertise on TikTok Shop—officially recognized by the platform itself.
Stellar stands for:
An official TikTok Shop partner agency in the UK
Full command of live shopping, Spark Ads, and influencer campaigns
Over 17 million views generated and record-breaking sales during Black Friday
💡 A turnkey solution! From setting up your store to producing engaging content (including live sessions) and advanced performance tracking—our teams handle everything.
Ready to launch on TikTok Shop?
👉 👉 Book a meeting with our experts now to discuss your TikTok Shop strategy!