‘It’s like a shop in your pocket’: How TikTok Shop is changing Irish retail (opens original article in a new tab)

TikTok Shop is transforming Irish retail by enabling in-app shopping through videos and livestreams, with Irish businesses reporting increased sales and expansion plans.

• TikTok Shop launched in Ireland in 2024, allowing users to shop directly within the app via shoppable videos and livestreams.
• Irish retailers like Fíor Jewellery report significant revenue increases through TikTok Shop, with 10-15% of their turnover coming from the platform.
• TikTok Shop expanded to all Irish businesses in late 2025, aiming to increase product variety and plans to enter eight new European markets.