Platform

TikTok Shop Expands to Austria, Belgium, the Netherlands, and Poland

Published on May 29, 2026

TikTok Shop will launch in Austria, Belgium, the Netherlands, and Poland on June 15, extending its European presence to 10 markets. The four countries join existing TikTok Shop markets in France, Germany, Ireland, Italy, Spain, and the United Kingdom.

More than 100,000 European businesses have joined TikTok Shop across France, Germany, Italy, Spain, and Ireland since the platform launched in those markets in late 2024 and early 2025. Daily gross merchandise value across those markets grew by triple digits between August 2025 and February 2026, according to the company’s announcement.

TikTok reports over 200 million users monthly across Europe. The platform describes its model as discovery e-commerce, which surfaces products through videos and livestreams rather than through traditional keyword searches.

Features and Cross-Border Tools

The expansion brings shoppable in-feed videos, LIVE shopping, a product showcase on brand profiles, and in-app checkout to buyers and sellers in the four new markets. A “Shop Tab” will begin rolling out to users in the new EU markets from July. TikTok Shop has also partnered with local logistics and courier networks to support fulfillment.

Following the initial market launch, sellers will gain access to “Sell Across Europe,” a feature that allows them to localize product descriptions and ship to other EU markets using TikTok Shop-partnered logistics providers or approved carriers. Brands can also access TikTok Shop’s creator affiliate network, allowing approved creators across the EU to promote products and earn commissions.

Several major brands, including L’Oréal, NIVEA, MAC Cosmetics, Pepsi, and SharkNinja, sell across existing European TikTok Shop markets, the company said, alongside more than 100,000 regional businesses.

European and Global Growth

In the UK, more than 200,000 small and midsize businesses sell on TikTok Shop. In 2025, UK sales during the Black Friday and Cyber Monday period increased 50% year over year.

In the U.S., small business sales on TikTok Shop rose 66% in 2025, according to company data, with more than 215,000 small businesses actively selling on the platform, a 25% year-over-year increase. A GlobalData report commissioned by TikTok Shop found that 67% of U.S. consumers turn to TikTok Shop to discover new products, ahead of Amazon at 57% and search engines at 35%.