Who we are
We run consumer brands across TikTok Shop, marketplaces, D2C and retail. We do it as Merchant and Importer of Record, on our own registrations, under one entity setup.
We are an official TikTok Shop Partner. What stops most brands from outside the UK and EU is the layer under the shop: the legal seller, VAT, import, compliance and stock. That layer is our job.
We are the legal seller and importer. VAT, customs and consumer liability sit with us.
Seller account, orders, payments and account health, in every market.
UK and EU stock, FBT inbound or our own 3PL, returns and QC.
Our commerce data platform. Sales, stock and the full P&L, live.
50+ brands · 2m+ orders a year · UK, EU, US, Canada and Australia.
The demand is already there. Now is the time to enter.
TikTok Shop is now one of the largest commerce channels in the US and Europe, and European volume is still a fraction of its global total. In most categories there is still room to take a position, and getting there early costs less than catching up later.
The feed puts your product in front of people who were not looking for it, so a brand with no local awareness can sell from its first week.
Sales also come through affiliates, not just ads. A creator recommending your product reads as a recommendation, not a placement, and that trust converts better than anything you can buy.
What sells on TikTok Shop usually sells on Amazon and D2C too. The audience you build is not locked inside the app.
Focus on selling. Leave the seller obligations to us.
Demand on TikTok Shop crosses borders easily. The legal side of selling does not, so these three requirements have to be met in every market. We already meet them, and you sell on our setup rather than building your own.
Selling on a TikTok Shop EU store as
merchant of record needs an EU entity. The UK shop needs a UK seller. A brand based outside the region has neither.
- Before the shop opens
There is no single EU VAT. Every country
of sale or stock storage carries its own
registration and filings. The UK and the EU
are separate customs territories, so stock
is imported into each.
- Before the first unit sells
Product safety (GPSR) and an EU or UK
responsible person. Category rules on top: cosmetics notifications (CPNP, SCPN), supplements, electricals. Labelling and packaging EPR per country.
- Enforced at listing level
How a TikTok Shop launch runs
The brand keeps the brand. Demand is driven by an agency or by us. We carry the seller obligations and the liability. The brand can bring its own agency and we work alongside any of them, or we can take that on ourselves. No exclusivity outside the channels we run.
The brand
Agency or eBrands
eBrands
Build it market by market, or plug into one operator
Building your own setup takes months per market and commits the cost up front. Plugging into ours takes weeks and converts that cost into a commission on sales. The table below sets out what sits on each side.
Building in-house
Partnering with eBrands
Importer of Record: how stock gets from the factory to a UK or EU customer
Goods that start outside the UK or the EU are imported by us, in our name, once per customs territory. One importer, one stock pool, one settlement. No UK or EU entity on the brand's side.
Fulfil through TikTok, through us, or both
Same operator either way. One stock plan, one monthly settlement.
TikTok-native, the lean launch route
• TikTok stores, picks and packs the orders
• TikTok-native delivery and returns flow
• We run FBT setup, inbound shipments and stock levels for
the brand
Full control, ready for every channe
• UK and EU sites on our contracts, linked to Apollo
• Bundles, gift sets, relabelling and inserts
• Returns grading and restock, to the brand's policy
• Same stock serves TikTok Shop, marketplaces, D2C and
retai
Supply chain
How the supply chain runs, and the standard we run it to
Key measures
Five measures, one monthly scorecard. Our starting targets, agreed with each brand before launch
One team owns it: a named operational lead day to day, our Head of Supply Chain and Compliance for escalations, and a quarterly business review.
Local stock in the markets we sell into
How a TikTok Shop launch runs, step by step
Owners are clear from day one. A focused first range keeps setup lean and gives a clean read before the range grows.
Standard onboarding is 14–28 days, then the affiliate launch. Imports and regulated categories add time; we scope it in
the compliance review before committing dates
bundles, event discounts
• Shop, certificates,
trademark, payout set-up
• Weekly onboarding
rhythm
stock
check
• Import under our IoR
where needed
• Inbound to FBT or our
sites
bundles
• Affiliate plan and target
creators
shots, ingredients,
descriptions
• Customer service FAQs
• Affiliate brief and samples
• Affiliate launch first
• LIVE shopping follows
14 TikTok Shop markets. One partner.
As an official TikTok Shop Partner we can operate as the brand's seller in every market below. Each step uses the same entity, compliance stack and stock pool, so the next market costs a fraction of the first.
Begin where the opportunity is clearest for your brand, then grow outward as the numbers justify it. Every market after the first is faster to open than the one before, because the groundwork is already done.
United Kingdom,
Germany,
France,
Italy,
Spain,
Netherlands,
Poland,
Ireland,
Austria,
Belgium,
Czech Republic,
Hungary,
Portugal,
Greece
The same setup also serves other marketplaces and D2C where the brand wants it. Which channels, and when, is the brand's call.
Apollo - you see what we see
Live channel performance and the full P&L per brand, every cost line. The same view our own team trades from.
Access for the brand, and its agency where the brand agrees, is part of the engagement, plus a settlement statement
within 30 days of month-end.
Once you're live, Apollo connects everything behind the scenes — live data on sales, inventory, marketing performance, and compliance across every channel.
Commercial model
Four components, per brand. What we charge reflects the operation we run.
Selling on a TikTok Shop EU store as merchant of record needs an EU entity. The UK shop needs a UK seller. A brand based outside the region has neither.
Scoped to the market or channel we run and the size of the range. Funds proper resourcing from day one.
One-time, per launch. Covers the set-up work to go live, normally including compliance.
Freight, duty, storage, FBT and platform fees, media, creator
and affiliate spend, payment processing. No markup.
review. No commission on creator or ad spend.
Common questions about TikTok shop
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.