International Growth Is Outpacing Domestic E-Commerce

TikTok Shop Shows Where Growth Is Moving

TikTok Shop is a clear example. The platform is preparing to enter four more European markets, while its international business is growing at a CAGR of 81.8% (2023–2025), compared to 23.5% domestically.

That gap matters. It shows how much faster platforms can grow once they look beyond their home base.

Why Localisation Still Decides The Outcome

Expanding internationally is one thing. Making it work is another.

TikTok Shop doesn’t just replicate the same model everywhere. It adjusts the content, pricing, and product mix to fit local habits. That makes it easier for new users to engage and start buying.

For European brands, this is where many go wrong. Entering a new market without adapting often leads to weak results, even if demand is there.

Even Big Names Feel The Pressure At Home

This isn’t just a challenge for smaller players. Apple is seeing weaker performance in its home market, while its international business keeps growing. eBay is also dealing with slower domestic momentum.

Mature markets are crowded. Winning new customers there is simply harder than it used to be.

Early Moves In Emerging Markets Pay Off

At the same time, companies like Shopee and MercadoLibre are expanding in regions where e-commerce is still on the rise.

These markets tend to have:

• Fewer strong competitors
• A growing base of online shoppers
• High demand for affordable products

Getting in early gives these platforms a head start before the market fills up.

What This Means In Practice

For e-commerce teams across Europe, the takeaway is quite simple:

• Look beyond your home market early
• Adjust your offer to each market
• Focus on regions that are still growing fast

Domestic growth isn’t gone. But it’s no longer enough on its own.