Globalizing Discovery E-Commerce

TikTok Shop now has over 15 million sellers worldwide and has expanded into eight new markets since December 2024: Spain, Ireland, France, Germany, Italy, Brazil, Mexico, and Japan. For Max Burianek who leads TikTok Shop in Germany and Carlos Qiu who leads TikTok Shop in Japan, this is a once-in-a-lifetime opportunity to build something completely new in globalizing discovery e-commerce.

"I joined in the summer of 2024 on the UK TikTok Shop team before moving on to launch the business in Germany," Max shares. "We focus on helping sellers get started on the platform, guiding them on how to grow their business and connect with new customers. At the same time, we work closely with creators, supporting them in making engaging content that inspires people to shop in a fun and authentic way all while maintaining an engaging, enriching and safe shopping experience for users. Ultimately, what excites me most is that we’re creating a new kind of shopping experience for TikTok users in Germany — one that brings back the sense of joy, surprise, and discovery that online shopping has been missing."

For Carlos Qiu in Japan, it's about growing the TikTok Shop business together with local communities. "I have been with TikTok for over three years, focusing on driving user growth outside of the US. In January 2025, I took on the role of leading TikTok Shop in Japan. My team and I are focused on building a sustainable ecosystem where sellers, creators, and consumers can thrive together. We aim to solve challenges such as helping sellers effectively scale their businesses, enabling creators to monetize in new ways, and providing consumers with a seamless and engaging shopping experience. By connecting these three stakeholders, we are working to establish TikTok Shop as a trusted and innovative marketplace in Japan."

Building that trust is no easy feat. "Many sellers still see TikTok as an entertainment app," Max shares, "but behind all the fun videos, there are thousands of sellers and creators building brands, reaching new customers, and creating products people love. Whether you’re a global brand or a small local business, TikTok Shop gives you the tools to build and connect with your audience." This sentiment of making e-commerce more accessible is also echoed by Carlos, "TikTok Shop is more than an e-commerce platform—it represents a new chapter for the entire retail industry. Creators can find new ways to share their passions and expertise, entrepreneurial sellers can launch new brands from the ground up, and established brands can connect with audiences they have never reached before. This ability to unlock new possibilities for everyone is what makes TikTok Shop truly transformative."

Unlocking new possibilities isn't just limited to TikTok Shop customers, but equally extends to our employees. "We’re at a stage where the business is still young enough that every person can have a real impact," Max shares, "but already large enough to make that impact felt by millions of users and sellers. For anyone who wants to build, learn quickly, and be part of shaping the future of shopping, there’s really no better time to join." This work of shaping the future of shopping, however, isn't achieved alone. "We value collective success over individual recognition, and every member is committed to supporting one another," Carlos shares. "Those who fully commit are able to gain knowledge quickly, build valuable experience, and grow together with their colleagues. Beyond professional achievements, this all-in mindset also fosters strong relationships and a sense of shared purpose, which are key to thriving in our fast-moving and collaborative environment."

Despite being new markets, TikTok Shop in Japan and Germany have already seen some early success. "Since its launch in Japan," Carlos shares, "TikTok Shop has recorded one of the fastest growth trajectories globally. In a short period of time, we have helped a wide range of brands—from emerging local businesses to well-established companies—connect with consumers in new and meaningful ways. At the same time, we have enabled creators to deliver authentic product stories and build new revenue streams. All of this demonstrates the strong potential of discovery e-commerce in Japan. Looking ahead, we aim to leverage our unique ecosystem to create localized value tailored to the Japanese market. Our long-term ambition is to establish trust and recognition as a reliable partner in Japan’s retail landscape, while continuing to innovate and contribute to the sustainable growth of the e-commerce industry."

In Germany, TikTok Shop has already welcomed more than 14,000 new sellers. "We’ve seen steady growth in video-driven revenue, proving that the blend of discovery, content and commerce really connects with people," Max shares. "In the future, I’d like us to continue building strong momentum by helping even more sellers and creators find success on the platform and by expanding into new product categories that resonate with our users. My hope is that TikTok Shop will become a natural part of everyday shopping habits in Germany — a place where people not only discover trending products but also trust the platform for quality and convenience. I imagine TikTok Shop standing as a leading shopping destination, where global brands and local entrepreneurs alike thrive."

These leaders bring passion and ambition, but it's the right teams that will turn those ambitions into reality. For those considering a career with TikTok Shop, Max shares, "Come with an open mind and a builder’s mentality. Don’t be afraid to bring your ideas forward — it’s a culture where new perspectives are valued and can quickly turn into real impact. If you’re excited by change, energized by ambitious goals, and motivated by working with passionate people, you’ll find TikTok to be an incredibly rewarding place to grow." Carlos's own career has been a testament to the types of growth possible within TikTok. "I was inspired by the opportunity to create new forms of value for users by extending the power of TikTok beyond entertainment and what I was used to in user growth. Joining TikTok Shop was a natural step to further unlock TikTok’s potential to shape how people discover, engage with, and purchase products. If you are looking for the place where you can make the biggest impact right now, TikTok Shop is the opportunity you should not miss."

Ready to redefine the future of shopping? Explore our available global opportunities today!