Now, the famous Chinese social network is going one step further by officially launching TikTok Shop in Spain, a new feature for making purchases directly through the app that will be operational in February 2024.
It is very likely that by 2025 you will have heard a lot about this social network, due to recent news about the possible ban of TikTok in the USA. However, before delving into this topic, I want to share some key figures about this popular platform so that we have a real picture of its current impact and relevance.
According to the latest data from Statista and TikTok itself, the platform has more than 20 million monthly active users in our country and more than 1 billion worldwide. And not only that, but this number continues to grow, consolidating its position as one of the most popular social networks. One figure that always catches my attention is the 50 minutes of average daily time that users spend on the application. That’s right, you read that right, 50 minutes! A really surprising figure, isn’t it? What’s more, the majority of the most active users, or heavy users, are young people, especially between the ages of 16 and 34, which makes TikTok one of the favourite social networks of Generation Z and millennials.
With this context and these figures in hand, perhaps we can understand much better the uproar caused by the possible departure of TikTok from the United States.
TikTok in the United States: the threat of a ban subsides
Since its arrival, TikTok has faced significant challenges, especially in the United States, where the US government has expressed concerns about the security of user data due to the app’s alleged links to the Chinese company ByteDance and the Chinese government.
TikTok has taken measures, such as storing data locally and increasing transparency. However, in April 2024 a law was passed banning its use in the US as of 19 January 2025. With the arrival of Donald Trump, a delay in the implementation of this ban has been promised.
Despite the political uncertainty, TikTok continues to be one of the most popular apps in the United States in the field of entertainment and, more recently, in social commerce. And now, the social network has taken another step forward in its plans to expand into Europe, where it is seeking to revolutionise e-commerce with the launch of its shop.
What is TikTok Shop?
TikTok Shop is the integration of e-commerce within the platform itself. With this new service, users can discover and buy products directly from videos, live streams and other content posted by creators and brands. Unlike other platforms, TikTok Shop allows users not only to see products, but also to interact with them in a dynamic and fun way.
With this new tool, TikTok aims to transform the concept of ‘social commerce’, where purchases are not only made on a static website, but through a visual experience that invites interaction.
In terms of sales commissions, TikTok Shop will apply a 5% commission on the total amount of each order including taxes.
TikTok Shop features in Spain
TikTok Shop arrives in Spain this February with various features that allow brands to connect with their audiences in a unique way:
- LIVE Shopping: sellers and creators can integrate products into live broadcasts, offering an interactive experience with exclusive discounts and giveaways.
- Direct purchase in the For You Feed: users can buy products directly from the videos, with links to the payment pages.
- Product showcases: brands can display products on their profiles, with descriptions, reviews and organised collections.
- Affiliate programme: tiktokers earn commissions by promoting products through videos and live streams.
- Advertisements for shops on TikTok Shop: sellers can purchase advertising space within the platform to reach new audiences.
- Secure payment: TikTok facilitates fast and secure transactions through trusted third-party payment platforms.
This combination of features transforms the shopping experience within TikTok, making the connection between brands and consumers easier and more direct.
The impact of TikTok Shop in Spain
The arrival of TikTok Shop in Spain marks an important milestone in the European market, as we will be the first European country to enjoy this feature. The platform promises to be a loudspeaker for small and medium-sized enterprises looking to expand their reach. Instead of relying solely on traditional channels such as websites or physical stores, sales can now be generated through videos.
Videos have become the king of digital marketing, and TikTok allows brands and users to generate creative content that not only entertains, but also converts and engages. From clothing to technology, everything can be promoted in an attractive way, generating a fun shopping experience with viral videos that accumulate millions of views.
How can we take advantage of TikTok Shop?
For both brands and content creators, TikTok Shop is an excellent opportunity to diversify your sales strategy.
- Create authentic and fun content: TikTok is all about creativity. Users are looking for entertaining and genuine content, so make sure your videos are natural, original and, above all, visually appealing.
- Take advantage of live streaming: Live streaming is gaining popularity, especially in markets such as the US. Use this format to interact directly with your followers and showcase your products in real time.
- Make use of personalised recommendations: TikTok has a powerful algorithm-based recommendation tool. Take advantage of this system to segment your audience and reach people interested in what you have to offer.
- Collaborate with content creators: tiktokers play a fundamental role in product promotion. If you collaborate with them, you can considerably increase the visibility of your products and generate more trust among users.
A new era for e-commerce
The arrival of TikTok Shop in Spain will also help boost the visibility of brands and creators who use TikTok as a sales platform. The e-commerce landscape is changing once again and now is the ideal time to dive into social commerce, which combines entertainment and shopping.
To do this, the key will once again be content. It no longer only has to be visually appealing, but also authentic, relatable and connect with the audience. So now you know! It’s time to get ready to take our sales to the next level with TikTok Shop.
