Big news on TikTok: it is finally possible to purchase products directly from the app thanks to “TikTok Shop“!
After success in other countries, from March 31, 2025, in Italy, France, and Germany, millions of users can buy from local brands, sellers, and creators without necessarily visiting their website.
TikTok defines this shopping experience as “discovery e-commerce“, a model that combines entertainment, discovery, and online shopping!
How TikTok Shop works for users
Users can encounter commercial content in various ways:
- Shoppable videos: in the “For You” section, videos may appear containing product links to purchase directly in the app.
- Live Shopping: during live sessions, sellers/brands can showcase products, accompanied by links that lead to purchase.
- Product Showcase: each seller can create a personalized showcase visible on their profile.
- Shop Tab (coming soon): soon a new section will be added within TikTok, a marketplace allowing users to search for preferred products, discover ongoing promotions, and manage orders placed.
- Video Shopping Ads: brands have the opportunity to sponsor products to gain greater visibility
How TikTok Shop works for companies
Italian companies interested in selling on TikTok Shop can register through the “TikTok Shop Seller Center Italy“.
Here they will need to verify their identity and complete their profile by uploading products and configuring payment methods and shipment management.
It is important to remember that the platform will retain a commission on each sale. For example, in the UK and the US, commissions range between 5% and 9%.
How TikTok Shop works for creators
TikTok Shop is designed not only for companies but also for creators!
By accessing the “TikTok Shop for Creators” area, the platform provides useful tools to start earning through commissions on sales generated by products via published content.
The requirements to participate in the program are very simple: be of legal age, have at least 1500 followers, and comply with TikTok’s guidelines.
If you are interested in further exploring this platform, we invite you to check out our articles on TikTok!
