Overview
TikTok Shop is TikTok's built-in shopping feature, which lets people buy products directly inside the TikTok app through shoppable videos, livestreams, creator content and the Shop tab. It is now live in the US, the UK and ten European markets in total. For a consumer brand, TikTok Shop combines discovery, creator marketing and checkout in one place, and it is one of the fastest-growing sales channels for younger shoppers.
Who is behind TikTok Shop
TikTok is owned by ByteDance. TikTok Shop launched in the UK in 2021 and in the US in September 2023. In Europe it launched in Spain and Ireland, then in Germany, France and Italy in March 2025, and in Austria, Belgium, the Netherlands and Poland on 15.06.2026. TikTok has about 200 million monthly users across Europe. More than 100,000 European businesses joined TikTok Shop after launch in France, Germany, Italy, Spain and Ireland, and daily sales in those markets grew at triple-digit rates between August 2025 and February 2026. See also our TikTok page for TikTok's advertising side.
How TikTok Shop works
- Shoppable content. Products are tagged in videos and livestreams, so viewers can buy without leaving the app.
- Creator affiliates. Brands offer commission to creators who promote and sell their products.
- Shop Ads. Paid ads that promote products and shoppable videos.
- Sell Across Europe. Sellers can expand to other EU TikTok Shop markets after their first launch, with localised product descriptions.
- Fulfilment. Sellers ship orders themselves or use TikTok Shop's fulfilment options in some markets.
What it takes to succeed
- A steady flow of native, short-form videos and regular livestreams.
- A creator affiliate programme with clear commission and product samples.
- Fast, reliable fulfilment that meets TikTok Shop's standards.
- Margin planning, since commission, creator payouts, ads and discounts add up.
- Compliance with TikTok Shop's product rules and local regulations.
Why TikTok Shop matters for brands
TikTok is where many shoppers discover new products, and TikTok Shop turns that discovery into sales. In Europe the channel is still young, with fewer competing sellers than on established marketplaces.
How eBrands looks at TikTok Shop
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 Shop could work for your brand, we are happy to talk it through.
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