Italian SMEs are experiencing (accelerated) growth thanks to TikTok’s services

It’s not just about viral challenges and entertainment content for the younger generations: TikTok can also play its part in the growth of the Italian economy. This is demonstrated by new research from PF Global, which has confirmed in black and white how the platform can tangibly boost the growth of small and medium-sized enterprises, providing a significant showcase for ‘Made in Italy’ products.

Looking more specifically at the figures, the study estimated that, in 2025, TikTok (both the app and its associated services, namely TikTok Shop and TikTok Live) will have helped to generate almost three billion in gross value added for the Italian economy, supporting over 30,000 jobs across the various businesses and entrepreneurial ventures it has helped to boost.

A positive momentum which, for the SMEs, has resulted in 1.5 billion in gross value added and significant opportunities for business expansion: for 76 per cent of the companies surveyed (which regularly use TikTok), the platform enables SMEs to grow faster than usual, whilst for 68 per cent, the greatest benefit lies in the ability to transcend geographical boundaries and reach new markets and new audiences in a more or less widespread manner. This effect spans a range of sectors: from music to fashion, acting as a springboard for old and new trends, right through to tourism and hospitality, where it is helping to rediscover forgotten places.

Within this context, Italian exports are also benefiting: by 2025, the visibility gained through exposure on TikTok had translated into around 600 million exports, promoting both small and large national brands around the world. This is the case with Lavazza: when it joined the platform in 2022, the aim was to reach new audiences by building on the local habits of each market. Today, alongside its in-house content, it runs projects entrusted to creators, which allow the company to speak to customers in their own language, whilst promoting the Italian way of life.

However, the platform’s contribution is not limited to exports; it also benefits local economies. According to the research, in 2025 TikTok generated 400 million in added value for businesses and creators in inland areas of Italy. The discovery of businesses, products and services via the platform (one in three users visits a café or restaurant after seeing them online) has also helped to generate 430 million in additional spending by consumers in retail, catering and services.