We spend a lot of time on TikTok for fun and entertainment, but today the platform is about much more than that. With over one billion monthly active users worldwide, it now offers Italian brands a concrete opportunity to sell abroad and reach new markets.
What's the best way to do this? Here's what you need to know to give your brand an immediate edge.
In which countries is TikTok Shop already active for cross-border commerce?
TikTok Shop is currently available in several key markets for cross-border commerce. Specifically, it is active in the United Kingdom, Germany, France, Spain, the United States, Southeast Asia (Indonesia, Vietnam, Thailand, and Malaysia), and Australia.
These markets are also recommended for Italian brands, especially given the growing interest in Made in Italy products across fashion, beauty, and food.
Requirements and documentation for merchants
Getting started selling abroad with TikTok Shop is straightforward. Simply register with the TikTok Seller Center and have the following documents ready:
- VAT number and up-to-date business registration certificate
- Identity document of the owner or legal representative
- Bank details to receive international payments
- Compliance certifications for regulated products (e.g., cosmetics or food items)
Timing should not be underestimated: shipping products quickly (7–10 days) ensures a positive shopping experience and helps keep your shop's rating high.
What are the most in-demand products, and how do the algorithms work?
For an effective TikTok Shop strategy, it helps to know which products perform best:
- Cosmetics and skincare products (with a conversion rate 42% higher than other categories – Insider Intelligence, 2024)
- Italian fashion and accessories, particularly luxury and streetwear items
- Gourmet food products, especially snacks and authentic ingredients
Keep in mind that TikTok rewards authentic, engaging content. Short videos, between 15 and 60 seconds, with simple, on-trend storytelling tend to gain the most visibility.
Italian and European case studies
One standout Italian example is the cosmetics brand Espressoh. What role did TikTok Shop play in its international success? The platform enabled direct, straightforward collaborations with French and British micro-creators. As a result, Espressoh grew its cross-border sales by 150% in the first quarter of 2024 alone compared to 2023.
The British brand Oh Polly is another strong European example. Through livestreams and flash sales run in partnership with German and French influencers, it saw a 200% increase in European sales in just six months.
How to sell with local creators: best practices
Partnering with local creators is a winning move, but there are a few simple rules to follow to do it well:
- Choose creators whose followers are genuinely interested in your products, with an ideal engagement rate between 4% and 6%.
- Involve creators in content creation to ensure authenticity and spontaneity.
- Use tools like the TikTok Creator Marketplace to quickly find local creators who are the right fit for your brand.
Campaigns that tap into local trends and culture consistently perform better. In Italy, for example, many food companies have boosted sales through collaborations with local influencers who tell simple, everyday stories tied to their products. Sometimes, authentic storytelling is worth more than the most elaborate strategy.