From entertainment to shopping, the platform turns passions into real actions
TikTokâs growth in Italy
In the first half of 2025, TikTok reached 23.9 million monthly users in Italy and over 200 million across Europe. As highlighted by Christina Lundari, country manager for TikTok Italy, the platformâs new mission is âto provide solutions that help brands sell their products directly on TikTok.â
Where trends are born
According to GWI Zeitgeist, 75% of users see TikTok as the place where trends originate, while nearly 80% say theyâve been inspired to try or buy something new after browsing the app. TikTok has become not just a hub for entertainment, but a driver of consumer behavior.
The launch of TikTok Shop Italy
Launched on March 31, 2025, TikTok Shop Italy already counts over 8,000 Italian sellers. According to Massimo Rocchelli, operations lead, the strongest sectors are fashion, beauty, and electronics, boosted by influencers who already had strong communities on the platform.
Sports, cinema, and cultural partnerships
In 2025, TikTok partnered with the David di Donatello Awards, while tennis stars like Jasmine Paolini and Matteo Berrettini shared their stories directly from the court. This integration bridges sports, culture, and entertainment for younger audiences.
Whatâs next: Soar, Black Friday, and the Olympics
TikTok is preparing for the future with Soar, a project with Talent Garden to support sellers, its first Black Fridaycampaign, and an official presence at the Milan-Cortina Olympics, solidifying its role in digital commerce and entertainment.
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