TikTok Shop Expands Across Europe: Bringing content driven shopping to Austria, Belgium, the Netherlands, and Poland

TikTok Shop is expanding its European footprint. From 15 June, TikTok Shop will be available to shoppers and retailers in Austria, Belgium, the Netherlands, and Poland, joining existing markets in France, Germany, Ireland, Italy, Spain, and the UK.Every month, 200 million people across Europe turn to TikTok to be entertained, inspired, and to discover new trends. 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. It is a shopping ecosystem where TikTok community-driven trends can turn niche local products into bestsellers, allowing users to discover and instantly buy products via shoppable videos and interactive livestreams without leaving the app.Discovery E-Commerce To Fuel Growth for Businesses of All SizesSince launching in the EU in late 2024 and early 2025, over 100K European businesses have joined TikTok Shop across France, Germany, Italy, Spain and Ireland. This thriving seller community has driven triple-digit growth in daily Gross Merchandise Value (GMV) between August 2025 and February 2026 across these markets.Brands, businesses and retailers of all sizes are leveraging this opportunity to tap into what TikTok Shop has termed, discovery e-commerce. Specifically, LIVE shopping allows sellers and creators to connect with customers in real time. Through LIVE sessions, businesses can offer product demonstrations, share usage advice, recommend complementary items (a major driver in categories like skincare), and activate exclusive product bundles. Furthermore, LIVE sessions double as an invaluable tool for customer research, giving brands direct consumer insights and feedback in real time that help shape future product and service development.Several household name brands are thriving on TikTok Shop across Europe, including Carrefour, Elave Skincare, Lidl UK, L'Oréal, MAC Cosmetics, NABLA, NIVEA, Pepsi, The Body Shop, Philips, Rossmann, and SharkNinja, alongside local, fast-growing businesses like GreatVita, MORE NUTRITION, For.me, TEVEO, Meroda Cosmetics, and Pammys, with many of them launching in the new markets soon.As the service launches in these new countries, local businesses - from side-hustles and entrepreneur-owned startups to global brands - can list their products on TikTok Shop and connect directly with TikTok’s highly engaged audience to expand their digital footprint and unlock new commercial growth. To support business growth for local sellers in the new markets, TikTok Shop has partnered with local logistics and courier networks.Scale Across Borders with 'Sell Across Europe'Shortly after the inital market launch businessees will be able to scale their growth across other EU markets where TikTok Shop is availble via the 'Sell Across Europe' feature. The intra-EU service means that sellers can easily localise product descriptions and ship directly to other markets using TikTok Shop-partnered logistics providers or approved carriers. Additionally, brands can tap into TikTok Shop's creator affiliate network, allowing approved creators across the EU to promote products and earn commissions.A New Way to ShopAs TikTok Shop is introduced in Austria, Belgium, the Netherlands, and Poland, users, brands, sellers and creators will benefit from:In-Feed Video and LIVE Shopping: Shop tagged products directly from videos and LIVEs in the For You feed.Product Showcase: Browse product tiles, read reviews, and purchase directly from a favorite brand's profile. Businesses can curate custom product collections directly on their profile page.Shop Tab: Businesses display their products on a new product marketplace and customers can easily search and discover promotions. Product recommendations are showcased via product listings and shoppable content, and customers can manage orders, all within a single tab. The Shop Tab will begin rolling out to users in new EU markets from July.Secure Checkout: TikTok works with trusted third party payment platforms to facilitate transactions on TikTok Shop, to ensure a quick, smooth, and secure checkout process.Shopping safely on TikTok ShopTikTok Shop is built to give buyers confidence at every step. Product reviews, clear reporting tools, and straightforward returns are all built into the experience. All listings are held to TikTok Shop's policies and Community Guidelines, enforced through a combination of technology and human review with merchants or products that violate them removed immediately.Businesses based in the new markets can register interest via this email: tiktokshop.eu.markets@bytedance.com