TikTok is once again preparing to shake up the codes of digital and influence. Having established its ultra-short video format and propelled viral trends at record speed, the platform is now banking on e-commerce. Its weapon? TikTok Shop, a tool that turns every designer into a seller and every video into an interactive showcase.
While this feature is already available in several countries, France and Germany are still waiting for its official launch in April 2025. But influencers and brands have every reason to get ready now. With over 20 million monthly users in France (1), what's already working abroad could well revolutionize influencer marketing in France.
In this article, follow the advice of 18h08, influence marketing agency, to understand how TikTok Shop works and how to anticipate its arrival so as not to miss this turning point.
TikTok Shop: what is it?
TikTok Shop is an in-app store. It enables influencers and brands to sell products directly via videos, lives and a dedicated storefront. Unlike traditional affiliate links, it offers a seamless purchase path, without leaving TikTok.
In countries where TikTok Shop is active, designers can:
✅ Associate products to their videos and live streams.
✅ Earn a commission on every sale made via their content.
✅ Offer an immersive, interactive and interactive shopping experience.
Why isn't TikTok Shop in France yet?
Although available in Asia, the UK and the USA, TikTok Shop has not yet been launched in France or most other European countries. There are several reasons for this delay:
- Strict regulations Online commerce is governed by laws that vary from country to country.
- A market still in the study phase TikTok is first testing the profitability and impact of its tool in other markets, prior to wider expansion.
- Adapting to local buying habits French consumers do not have the same approach to social commerce as those in Asian countries.
But all the signs are that TikTok Shop will soon be arriving in France. Preparing now means you'll be among the first to benefit.
Why is TikTok Shop an opportunity for French influencers?
1. Simplified monetization
With TikTok Shop, content creators will be able to monetize their influence without relying solely on traditional partnerships. Currently, in France, influencers have to redirect their audience to an external site, which often results in lost conversions.
Once TikTok Shop is up and running, products will be available directly on influencers' profiles and in their videos, simplifying purchasing and boosting sales.
2. A powerful conversion lever
TikTok videos and live shows already have a strong influence on purchasing decisions. In countries where TikTok Shop is active, influencers are seeing high conversion rates thanks to :
- Live demonstrations to reassure buyers.
- A sense of urgency thanks to limited offers and exclusive promotions.
- Proximity to the audiencewhich reinforces trust and the desire to buy.
iProspect reports conversion rates of 10-20% for live shopping, compared with 3% for traditional e-commerce (2). When TikTok Shop arrives in France, these mechanisms will already be tested and optimized to boost sales.
3. A stronger relationship with the audience
Subscribers are increasingly looking to buy from creators they trust. With TikTok Shop, influencers will no longer simply recommend a product: they'll be able to integrate it directly into their world, without friction.
This proximity will strengthen the commitment and loyalty of their audience.
Looking for more general tips for launching your influencer campaign on TikTok? We give you 8 tips for a successful campaign on this social network.
How can you anticipate the arrival of TikTok Shop in France?
1. Test TikTok affiliate marketing
While waiting for TikTok Shop, influencers can already monetize their audience via affiliate links and the TikTok Creator Marketplace.
- Affiliate links allow you to test which types of content generate the most sales, and to analyze the preferences of your community.
- TikTok Creator Marketplace offers opportunities for collaboration with brands, giving a glimpse of the products that interest the audience most.
Why is this useful? It allows us to identify the formats and strategies that work best even before TikTok Shop arrives.
2. Work on engagement and storytelling
Creators with a strong connection to their audience will be the first to succeed on TikTok Shop. To achieve this, you need to :
- Create a strong bond with your audiencethrough comments and live broadcasts.
- Rely on storytelling to make recommendations more authentic.
- Specialize in a nicheto attract relevant brands and build a loyal community.
3. Observe strategies used abroad
TikTok Shop already operates in the UK, the USA and Asia. Drawing inspiration from influencers in these markets enables us to anticipate trends and adopt best practices right from the launch in France.
- What types of video perform best? Product testing, live demonstrations, storytelling...
- How do designers integrate products into their content? Fluid, natural placement is often more effective than an overly promotional approach.
- What role does live shopping play? Very popular in Asia, it's starting to gain ground in the West.
Why is this important? Analyzing these trends means we're ready to exploit TikTok Shop as soon as it arrives in France.
TikTok Shop abroad: what lessons can be learned?
1. The success of live shopping in Asia
In China, TikTok Shop (via Douyin) has become an essential sales channel. Live shopping there generates millions of euros in sales in just a few hours, driven by influencers capable of selling thousands of products in a single broadcast.
Several factors explain this craze:
- An established live shopping culture Asian consumers are accustomed to live sales, where product demonstrations and flash promotions create a sense of urgency.
- Optimized purchasing paths TikTok's native payment integration simplifies the process, reducing the friction that can slow conversion.
- Intensive use of gamification limited promo codes, interactive challenges, challenges and exclusive offers make every live event immersive and engaging.
This model, while effective, will need to be adapted to European consumer habits, where live shopping is still an emerging format.
2. Gradual adoption in the West
In the UK and the USA, TikTok Shop is developing more slowly, but the results remain promising. Some brands are recording impressive performances thanks to influencers who have mastered the art of storytelling and engagement.
However, a number of challenges still stand in the way of mass adoption:
- A lack of consumer habit Unlike in Asia, where buying via social networks is commonplace, Western buyers remain attached to traditional e-commerce sites.
- Building credibility Some users see TikTok primarily as an entertainment platform. To establish itself, TikTok Shop needs to reassure users of the quality of its products and the reliability of its sellers.
- Competition with existing platforms Amazon, Instagram Shopping and traditional marketplaces are already well established. TikTok will have to prove that its model is more efficient and better adapted to these new shopping behaviors.
TikTok Shop: a turning point to look forward to
TikTok Shop is not yet available in France, but this new feature should arrive within the next few months. For influencers, this is an opportunity to anticipate now. Working on your engagement, refining your storytelling and observing international trends will ensure you're ready to exploit this new tool as soon as it's rolled out.
As for brands, ignoring TikTok in their influencer marketing strategy would be tantamount to missing out on a powerful conversion lever. The audience is there, the engagement is strong, and social commerce is gaining momentum.
Would you like to be among the first to benefit from this development? Contact us. As France's number 1 influencer marketing strategy agency, we create customized campaigns tailored to your objectives. Burger King, Booking, Oysho and Décathlon have already placed their trust in us. Why shouldn't you?
See you soon to boost your influence strategy!
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