Since the official launch of TikTok Shop in France on 31 March, the booming growth has rapidly jumped from a new player to a social electrician, the Black Horse. According to the ByteDance internal data and the Statista monitoring, TikTok ‘ s monthly active users in France (MAU) have reached 278 million, and the whole of Europe, MAU, has crossed the 200 million mark.
TikTok Shop, France, has been on the line for only six months, and has handed over bright-eyed responses: Platform France has 27.8 million MAU, or 42 per cent of the total population, and is among the most active in Europe. In Europe as a whole, the MAU reached 200 million, an increase of 15 per cent over the same period, of which France contributed 14 per cent. Between April and September, there was an alarming sevenfold increase in the volume of trade in TikTok Shop in France, where video-borne and live sales were particularly visible. Direct sales increased 3.5 times over the same period, and already accounted for 16 per cent of TikTok Shop ‘ s total French sales. Through real-time interaction (e.g., “trip show”), KOL in France pulls up single GMVs exceeding 100,000 euros, and daily daily live broadcasts at the peak of September exceeding 500; direct sales of video-tapes increased 14 times in September compared to April, and short video “shopping labels” increased 20 per cent. Hot items such as street-tide clothing and skins, with single video conversion orders exceeding 1,000.
Statista data show that TikTok Shop Europe GMV was only 5 per cent of the world in March 2025, but that this proportion rose to 8 per cent when France went online, and Q4 is expected to pull further. TikTok Shop landed in France on March 31, 2025, marking the acceleration of the platform’s “social electric operators” from South-East Asia to Europe. France, as a European fashion centre, has 25 million TikTok users (pre-line data), with a “aesthetic-driven” consumption culture that fits the short video ecology of the platform. TikTok Shop has covered Germany, Italy and Spain, with 2 billion euros in GMV in Europe in the first half of 2025 and 15 per cent in France. TikTok is more than 1.6 billion global Mau, Shop GMV is projected to be 33 billion euros in 2025, and France will become the “European Bridgehead”.
