TikTok Shop in France: Operation, costs and winning strategies

TikTok Shop officially arrives in France, marking a new stage in the evolution of online commerce. Unlike traditional marketplaces, TikTok Shop is based on a unique approach combining entertainment and e-commerce, relying on an ecosystem of content creators. Thanks to its affiliate model, the platform allows brands to collaborate with influencers to promote and sell their products directly through interactive videos and live broadcasts. Already well established in China, Southeast Asia, the United States, the United States, the United Kingdom and Spain, this integrated e-commerce ecosystem promises a smooth and immersive shopping experience, directly in the TikTok application. But what are the opportunities and limits for French retailers? How do you prepare to take advantage of this new channel?

How does TikTok Shop work in France? Everything you need to know before launch

TikTok Shop works as a marketplace integrated directly into the TikTok app, allowing users to buy products without leaving the platform. Unlike traditional marketplaces, TikTok Shop combines social engagement and online commerce through a powerful lever: video content and live shopping. The aim is to maximize discovery and impulse buying through recommendations from content creators and TikTok algorithms. Here are the key points of how this marketplace works:

• Affiliation and influencers : The main driver behind TikTok Shop is affiliate marketing. The platform connects brands and creators via the tool TikTok Shop Affiliate, allowing businesses to offer commissions to influencers in exchange for promoting their products in videos and livestreams. The selected creators can thus generate revenue on each sale made thanks to their content.
• Simplified integration with e-commerce platforms : TikTok Shop allows a quick connection with Shopify, PrestaShop, and other e-commerce CMS, facilitating the automatic synchronization of the product catalog, prices, and stock. This integration allows retailers to be up and running in just two days and to benefit from centralized management of their online sales ( JDN ).
• Costs and commissions : Unlike Amazon, TikTok Shop does not charge sign-up fees or monthly subscriptions. The platform is paid via a commission on sales, which amounts to 9% in the United Kingdom and the United States. In France, the launch commission should be between 1 and 5%, in order to encourage merchants to adopt the platform ( JDN ).
• Logistics and shipping services : TikTok Shop offers a storage and shipping service similar to Amazon's FBA program. This service, which is already active in the United Kingdom, takes care of the management of orders, from packaging to delivery, in order to guarantee a better customer experience and to optimize processing times. The objective is to offer sellers a turnkey solution to simplify logistics and maximize their sales ( TikTok Newsroom ).

Learn more about how to get started on TikTok Shop

What international markets teach us

China: the laboratory of social e-commerce

In China, TikTok (Douyin) demonstrated the power of social commerce by seamlessly integrating content and sales. The Live Shopping has become an essential channel, generating spectacular performances for brands. Perfect Diary, for example, recorded more than $145 million in sales in a single day On Douyin

In 2024, the GMV (Gross Merchandise Value) from TikTok Shop in China has exceeded 30 billion dollars, confirming its leadership in the social commerce segment.

United States: a booming market

Launched in November 2022, TikTok Shop has experienced a Difficult start in the United States. Initially, major brands were reluctant to adopt the platform, pushing TikTok to turn to small merchants and independent sellers, offering them attractive grants and competitive advantages

In 2024, the GMV by TikTok Shop in the United States has exceeded 9 billion dollars, making the country its biggest market outside of China. Some brands like Glow Recipe have been particularly successful, doubling their turnover in six months thanks to TikTok Shop.

United Kingdom: a rapid rise in power

With over 200,000 active sellers, the United Kingdom has become a key market for TikTok Shop, registering a sales growth of 93% over one year. During the Black Friday 2024, TikTok Shop has reached a 13% penetration of the British e-commerce market, establishing itself as a key player.

Spain: a springboard for Europe

Spain served as a test market before a wider expansion of TikTok Shop in Europe. Druni, a Spanish retailer specializing in beauty, saw its sales increase by 250% in three months thanks to live shopping campaigns and collaborations with designers.

What recommendations for French merchants?

1. Optimize your product catalog : Attractive visuals and rich descriptions increase the chances of conversion. Solutions like Feed Enrich make it possible to improve the quality of product sheets.
2. Focus on live shopping : Experiment with live product demonstrations to boost engagement and sales.
3. Working with the right influencers : Select content creators who are in sync with your audience to maximize impact.
4. Track sales performance : Analyze KPIs to adjust and refine your e-commerce strategy.

Conclusion: should you start using TikTok Shop?

TikTok Shop represents a major opportunity for e-retailers in France. Its affiliate model, the absence of initial fees and its strong user engagement make it a promising platform. However, success is based on the ability of brands to exploit the video format and collaborate with relevant influencers.

If you're considering exploring this new sales channel, find out how Feed Enrich can help you optimize your product sheets and improve your performance on TikTok Shop!

‍