Social media platform TikTok’s ecommerce arm, TikTok Shop, is set to launch in new European countries, as its head of FMCG revealed that the future of the UK platform lies in fresh food.

Speaking today (27 March) at a ‘Discover TikTok Shop’ event in London, TikTok UK head Jan Wilk said that from 31 March, the online shop will also be available in Germany, France and Italy.

The social media site was already available in over 11 countries, including Ireland, Spain, and the United States, with notable FMCG brands including Trip, Free Soul, Love Corn, Made by Mitchell, Hair Syrup, Ridiculously Rich, and Nature Spell, selling on the platform.

“TikTok shop has been the fastest-growing online platform in the UK in 2024, and year-on-year, we’ve seen over 180% growth in sales,” said Wilk.

“Putting this in perspective, it’s our fourth year of operation and we’re still growing at this three-digit pace. I think is a testament to how discovery commerce is different, how it is innovative and how it is a revolutionary way of shopping,” he said. “Brands have more than doubled as well during this period.”

The expansion comes as TikTok UK looks to focus on the growth of fresh food sales and in the grocery FMCG categories hosted on the platform.

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Head of FMCG Matt Beane said that, while TikTok Shop’s grocery products had previously featured product such as canned drinks, household items and ambient food, the app was now looking to focus on fresh food. He cited products such those available from local butchers and delivery companies.

“The future of Tiktok shop in the UK is fresh,” said Beane. “Fresh is an area that we’re working hard on, so it’s a huge focus for us, building out our fresh food proposition, diversifying the products and brands.

“I think that in five years time, all of the big household brands that are not on Tiktok shop today will be fully invested. We’ve been testing with some smaller businesses over the last six months or so, and we’ve had some great successes with local butchers and box delivery companies.”

He added that social media giant had been working with brands such as Muscle Food, a predominantly direct to consumer (DTC) brand that sells low calorie, high protein, fresh meat ready meals, targeting the fitness and health community. Launching onto the platform at the end of last year, the brand’s sales have shot up, growing 700% by February 2025.

Meanwhile, TikTok says retailers have also taken advantage of the ecommerce site, with Beane hinting that the prospect of new supermarkets turning to TikTok’s platform is a “topic we’re very interested in”.

Earlier this year, Lidl became the first supermarket to launch on TikTok Shop, with protein bars which sold out in 18 minutes. In March, the discounter launched its ‘own-brand’ pistachio dubai-type chocolate, reporting that it sold 72 bars per minute before selling out in within an hour and a half.