TikTok reaches 23.9 million users in Italy, 8,000 sellers in the shop

TikTok reaches 23.9 million monthly users in Italy, touching 200 million in Europe. And it is no longer just an entertainment platform, but also a place where brands can develop their businesses and where even very small companies can sell their products directly. "The platform has grown a lot in the last five years," said Christina Lundari, country manager for global business solutions at TikTok Italy, during the press conference presenting data on the first six months of 2025, "and now we are focusing on solutions that help brands sell their products right on TikTok. Among these is TikTok Shop, launched in Italy on 31 March and on which 8,000 Italian sellers are currently active.

That TikTok is no longer just a space for entertainment is confirmed by GWI survey data on the first half of 2025, according to which 75 per cent of users recognise the platform as "the place where trends are born", and almost 80 per cent say they "were inspired to buy or try something new after browsing TikTok". "TikTok is no longer just the most dynamic entertainment platform of the moment: it has become a place where passions take shape, grow and turn into concrete actions," the Chinese technology company points out in a note.

"Certainly among the various fashion and beauty sectors, they are among those that have married the platform and the tools we provide very well, also taking advantage of the previous presence of many influencers in the sector, as well as the electronics sector," said Massimo Rocchelli operations lead of TikTok Shop Italia. From a content point of view, on the other hand, it was emphasised that this year TikTok was a partner of the David di Donatello, while tennis champions such as Jasmine Paolini and Matteo Berrettini narrated their sport by taking users right onto the court. For the near future, on the other hand, the novelties announced will be Soar - i.e. a project to help potential sellers make the most of the platform in collaboration with Talent Garden - and then the first time of the Shop during Black Friday, as well as the presence of TikTok at the Olympics in Milan and Cortina.

According to data on TikTok, among those who declared themselves football fans, 81% follow Serie A, almost half say they are tennis fans (47%), with 21% also following the ATP Tour. Users are not just spectators: sports content, the platform explains, becomes an incentive to train, cheer, buy merchandising or experience their favourite sport. An example of this is the Italian Tennis and Padel Federation (@fitp), which using the language of the platform and a light and sometimes irreverent tone has told the story of the season, building a wider community than just fans.

The survey presented by TikTok underlines how the world of beauty products also finds fertile and inclusive ground on TikTok: 34% of users declare themselves interested in beauty and cosmetics (compared to 22% of non-users). Skincare is one of the main interests among beauty & fashion enthusiasts on TikTok: almost 7 out of 10 users (69%) say they are interested in this topic, and the trend is also reflected in the purchase data cited in the survey.