Italian SMEs growing (accelerated) with TikTok services

Not just viral challenges and entertainment content for the new generations: TikTok can also play its part in the growth of the Italian economy. This is demonstrated by the new research by PF Global, which confirmed in black and white how the platform can concretely encourage the growth of small and medium-sized businesses, providing a significant showcase for Made in Italy.

Looking more specifically at the data, the study estimated that, in 2025, TikTok (both the app and its collateral declinations, therefore TikTok shop and TikTok Live) contributed to generating almost three billion in gross added value for the Italian economy, supporting over 30 thousand jobs in the various entrepreneurial realities and activities to which it managed to boost.

A virtuous push which, for SMEs, has translated into 1.5 billion in gross added value and substantial business expansion opportunities: for 76% of the companies interviewed (and who regularly use TikTok) the platform guarantees SMEs faster development than normal, while for 68% the most significant advantage lies in the ability to cross geographical borders and reach new markets and new audiences in a more or less widespread manner. With an effect that involves different sectors: from music to fashion, becoming a springboard for old and new trends, up to tourism and hospitality, rediscovering forgotten places.

In this perimeter, Italian exports also benefit: in 2025 the visibility achieved thanks to exposure on TikTok converted into approximately 600 million exports, promoting small and large national brands around the world. This is the case of Lavazza: when it arrived on the platform in 2022, the objective was to reach new audiences starting from the local habits of each market. Today, it combines content created internally with projects entrusted to creators, which allow the company to speak to customers in their language, while at the same time spreading the Italian lifestyle.