TikTok Shop Continues European Blitz, Adding Four New Markets
TikTok Shop is gearing up for another significant expansion in Europe, with its in-app shopping feature set to go live for buyers and sellers in Austria, Belgium, the Netherlands, and Poland on June 15, 2026. This move follows a successful initial rollout across France, Germany, Italy, Spain, and Ireland, which began in late 2024 and early 2025.
The platform's strategy to blend entertainment with commerce appears to be gaining traction. "Every month, 200 million people across Europe turn to TikTok to be entertained, inspired, and to discover new trends," TikTok stated. "By bringing together entertainment and commerce, TikTok Shop creates a seamless shopping experience which is completely different from the traditional, search-first e-commerce model."
Across those initial five EU markets, TikTok Shop has already attracted over 100,000 European businesses. This thriving seller community helped drive impressive triple-digit growth in daily Gross Merchandise Value (GMV) between August 2025 and February 2026. To further empower these businesses, TikTok has introduced a "Sell Across Europe" initiative. This feature allows sellers to scale their operations across all available EU markets, offering product description localization and direct shipping facilitated by TikTok Shop-partnered logistics providers or approved carriers. The platform has also expanded access to its creator affiliate network, enabling approved EU creators to promote products and earn commissions.
This expansion comes with the backdrop of TikTok's past challenges in the U.K., where a 2022 shopping push was scaled back due to operational hurdles and a lack of consumer interest. However, the U.K. market has since seen a turnaround, with TikTok U.K. Shops reporting 60% year-over-year growth in the beauty category in 2025, solidifying its position as the fourth-largest beauty retailer in the country.
Globally, TikTok generated $26.2 billion in GMV during the first half of 2025, according to Marketing Maze. For context, its China-based counterpart, Douyin, generated over $500 billion in GMV in 2025, as reported by KrAsia. These figures underscore the vast potential TikTok sees in integrating commerce directly into its highly engaged user experience.
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