TikTok shop heading to Netherlands sparking new teen impulse buying fears

TikTok is bringing its TikTok Shop to the Netherlands. Starting June 15, Dutch users of the social media platform will be able to buy products advertised in videos directly, without having to leave the app. The Consumentenbond is concerned, particularly about young people and impulse buys.

The fast-growing online store, which is fully integrated within the TikTok app, has existed in the United States and multiple other countries for several years. Last year, the shop launched in Germany and France, and Belgium and Austria will soon follow.

TikTok announced on Thursday that several brands will participate immediately at the launch in the Netherlands, including Cloudpillo, Meroda, Perfetti, N BRANDS by Nikkie Plessen, and Versuni. Actress Nikkie Plessen called the TikTok Shop an important next step for her fashion company’s digital presence.

The platform is not without controversy. According to the Consumentenbond, it makes buying a product too easy, thereby encouraging impulse purchases. “Especially young people, who can get into debt more easily this way,” a spokesperson warned. There are already major concerns about young people’s debt levels, especially with the increasing popularity of buy-now-pay-later options.

According to the Consumentenbond spokesperson, TikTok is not a neutral sales channel. "The algorithm determines what you see and can buy as a user of the platform. That is not fair," she said. "We believe it is important that consumers have peace and time to think about what they are buying, check reviews, compare, and consider whether they really need it."

Despite these concerns, the Consumentenbond will not take action against the arrival of the TikTok Shop. The consumers’ advocacy group is already supporting a lawsuit against TikTok owner ByteDance regarding how the Chinese app handles user data. The heart of the claim is that TikTok collects far too much data from users, including children.