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Overview
TikTok is one of the world's most popular short-video apps and, through TikTok Ads and TikTok Shop, a fast-growing channel for consumer brands. Brands can advertise to TikTok's audience, sell directly inside the app with TikTok Shop, and work with creators who promote products in videos and livestreams. About 200 million people across Europe use TikTok every month.
Who is behind TikTok
TikTok is owned by the Chinese technology company ByteDance and launched internationally in 2018. Its feed recommends videos based on what each user watches, which means a product video can reach many people quickly, even from a brand with few followers.
TikTok Shop
TikTok Shop lets people buy products without leaving the app, through shoppable videos, livestreams, product showcases and the Shop tab. It launched in the UK in 2021 and in the US in September 2023, and it has expanded quickly in Europe:
- Germany, France and Italy launched in March 2025, joining Spain and Ireland.
- Austria, Belgium, the Netherlands and Poland launched on 15.06.2026, bringing TikTok Shop to ten European markets, including the UK.
- More than 100,000 European businesses joined TikTok Shop in France, Germany, Italy, Spain and Ireland after launch, and daily GMV in those markets grew at triple-digit rates between August 2025 and February 2026.
- A "Sell Across Europe" feature lets sellers expand to other EU TikTok Shop markets after their first launch, localising product descriptions and shipping with TikTok Shop's logistics partners or approved carriers.
How selling on TikTok Shop works
- Seller registration per market, with business verification.
- Commission on each sale, which varies by market and category, and new-seller incentives in some markets.
- Creator affiliates. Brands can offer commission to creators who sell their products in videos and livestreams, which is one of the main drivers of sales.
- Shop Ads. Paid ads that promote products and shoppable videos.
- Fulfilment rules, including dispatch and delivery times, and in some markets fulfilment by TikTok Shop.
- Product rules. Some categories are restricted or need approval, and product claims must follow TikTok Shop's policies.
Advertising with TikTok Ads
TikTok Ads Manager offers in-feed video ads, Spark Ads that boost creators' or the brand's organic posts, and campaign types that automate targeting and creative. As on Meta, creative is the main lever: ads that look and feel like native TikTok videos, often made with creators, tend to perform best.
What it takes to succeed on TikTok
- A steady flow of short videos, made for TikTok rather than reused from other channels.
- Creator partnerships and an affiliate programme.
- Fast, reliable fulfilment to meet TikTok Shop's standards.
- Products that are easy to show in a short video, with a clear "why buy now".
- Margin awareness, since commission, creator payouts, ads and discounts all add up.
Why TikTok matters for brands
TikTok is where many younger shoppers discover products. TikTok Shop turns that discovery into sales inside the app, and in Europe it is still early, with fewer competing sellers than on established marketplaces.
How eBrands looks at TikTok
eBrands helps brands sell through TikTok Shop alongside Shopify and marketplaces, including as Merchant of Record in Europe and North America. If you want to see how TikTok could work for your brand, we are happy to talk it through.
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