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TikTok Shop is extending its presence in Europe with four new markets. The launch adds Poland, Austria, Belgium, and the Netherlands to the countries where the service is already available, including France, Germany, Ireland, Italy, Spain, and the UK.
For e-commerce businesses, the move is another sign that social commerce is becoming a standalone sales channel. Unlike traditional online shopping, which relies heavily on search, TikTok Shop is built around content discovery, creator recommendations, and livestream shopping.
More Than 100,000 Businesses Have Joined
According to TikTok, more than 100,000 businesses have joined TikTok Shop across its European markets since the service launched in late 2024 and early 2025.
The company also reports triple-digit growth in daily Gross Merchandise Value (GMV) between August 2025 and February 2026 across France, Germany, Italy, Spain, and Ireland. TikTok did not disclose exact figures.
Brands already selling through TikTok Shop in Europe include L’Oréal, Philips, Pepsi, NIVEA, and The Body Shop.
Source: newsroom.tiktok.com
Livestream Shopping Continues To Grow
A key part of TikTok Shop is the ability to purchase products directly through videos and livestreams. Users can discover a product, watch demonstrations, and complete a purchase without leaving the app.
TikTok says that LIVE shopping helps businesses increase sales while also gathering customer feedback in real time. The format has gained particular traction in categories such as beauty, skincare, and fashion.
For brands, it combines marketing, customer engagement, and sales within a single platform.
Cross-Border Selling Across The EU
Following the launch in the new markets, TikTok plans to roll out its Sell Across Europe feature.
The service will allow merchants to expand into other TikTok Shop markets without building separate local online stores. Sellers will be able to localise their product listings and use logistics providers approved by TikTok Shop.
The system also includes TikTok Shop’s affiliate network, enabling approved creators to promote products and earn commissions on sales.
What Changes For Consumers
Users in Austria, Belgium, the Netherlands, and Poland will gain access to several shopping features:
- Shopping directly from videos and livestreams
- Product catalogues on brand profiles
- Product reviews and recommendations
- Integrated checkout without leaving the app
- A dedicated Shop tab, scheduled to begin rolling out from July
Payments will be processed through third-party payment partners, with TikTok highlighting a secure and streamlined checkout experience.
What It Means For European E-Commerce
The expansion of TikTok Shop reflects a broader shift as social platforms compete for a larger share of online retail spending. For brands and retailers, it creates another channel that combines content, community engagement, and commerce within a single environment.
Poland will be particularly closely watched. As one of Central Europe’s largest e-commerce markets, it could become an important test case for TikTok’s social commerce model. If adoption follows the pattern seen in existing markets, competition for both marketplaces and traditional performance marketing channels may intensify.
