TikTok pauses e-commerce push into Ireland and Europe

Social media app wants to instead focus on growth in the US where it’s fighting a divest-or-ban law

TikTok Shop — which combines addictive video content with impulse buying in visual fashion — is the app’s fastest-growing feature.

TikTok has put on hold plans to launch its fast-growing e-commerce business across major European markets, focusing instead on growth in the US where it’s fighting a divest-or-ban law.

ByteDance’s social media app has put on hold a roll-out of its shopping platform across Spain, Germany, Italy, France and Ireland that was to have taken place as soon as July, according to people familiar with the matter. It also iced plans to bring the Shop feature to Mexico and Brazil, one of the people said.