TikTok: 23.9 million monthly users in Italy by 2025

In the first six months of 2025, TikTok reached 23.9 million average monthly users in Italy - and over 200 million in Europe - with the platform having grown significantly over the last five years, but as Christina Lundari, country manager for global business solutions at TikTok Italy, emphasized during the presentation of the first half of 2025 results, "now the focus is on solutions that help brands sell their products on TikTok."

This is confirmed by the fact that, according to research by Gwi Zeitgeist, 80% of users globally have been inspired by the platform to try or buy something new. With this in mind, TikTok's new developments this year included the launch of TikTok Shop Italia on March 31, which currently boasts over 8,000 Italian sellers on the platform. "Among the various sectors, fashion and beauty are certainly among those that have embraced the platform and the tools we provide very well, also leveraging the existing presence of many influencers in the sector, as is the electronics sector," said Massimo Rocchelli, operations lead of TikTok Shop Italia.

From a content perspective, it was highlighted that this year's TikTok partnered with the David di Donatello awards, while tennis champions like Jasmine Paolini and Matteo Berrettini showcased their sport by bringing users onto the court. For the near future, new developments announced include Soar, a project to help potential sellers make the most of the platform in collaboration with Talent Garden; the first-ever Shop during Black Friday; and TikTok's presence at the Milan and Cortina Olympics.