Shopping for trouble? TikTok Shop in Ireland and Spain raises concerns
TikTok will be launching its in-app shopping platform, TikTok Shop, in Ireland and Spain this October. The two countries have the EU's highest share of TikTok users after Luxembourg, making them good testing grounds for the company's fastest-growing business.
The Shop allows users to directly buy products showcased in videos, seeking to challenge e-commerce giants such as Shein and Amazon. Aside from encouraging fast-fashion and drop-shipping, Shop has raised concerns in the US – where it was launched last September – regarding access to users' private information, like addresses and financial details. In Ireland, the platform is already facing allegations of illegal political advertising, and a broader inquiry into the safety of underage users is on the way.
While the rollout was initially planned for five European countries, TikTok's relations with EU regulators are tense. Last week, the European Court of Justice confirmed that TikTok had to comply with EU legislation on the regulation of online platforms. The decision to only target two markets, for now, might be an attempt to minimise scrutiny of the company's handling of user data.