TikTok Shop Ireland has opened its platform to all Irish businesses, ending an invite-only model that restricted access since the service launched in December 2024. The company announced the change alongside data showing the number of creators enrolled in its affiliate program grew 600% over the same period.

The affiliate program allows creators to earn commissions on sales generated through product recommendations in shoppable videos and live shopping sessions. TikTok said it has paid more than €2 million in commissions to Irish creators since launch, while the number of Irish sellers on the platform has grown by triple digits. Creator-led shoppable video sales and live shopping sessions increased by double digits in the six months prior to the announcement.

Older Shoppers Drive Purchases

New data from NielsenIQ shows the TikTok Shop Ireland audience skews older than the platform’s general profile might suggest. Shoppers aged 46 to 61 account for the largest share at 37%, followed by 30 to 45-year-olds at 34% and 18 to 29-year-olds at 27%. The #ShopIrish hashtag has doubled on the platform over the past year, while #Claddagh content has grown 200%.

Creator Matchmaking Event

On May 14, TikTok Shop Ireland hosted a Creator Matchmaking Event at TikTok’s EMEA headquarters in Dublin in partnership with Guaranteed Irish, a nonprofit business membership organization, bringing together 25 Irish brands and more than 150 creators to form affiliate partnerships.

“It was Irish businesses and Irish creators backing each other, building something together,” said Katey McElroy, Head of TikTok Shop Ireland.

Bríd O’Connell, CEO of Guaranteed Irish, said the partnership supports members with onboarding, training, and creator access. “The TikTok Shop Creator Affiliate Program gives our members a way to put their products in front of engaged Irish audiences through voices those audiences already know and believe in,” she said.

Seán Leddin, Founder of Fíor Jewellery, credited the platform with expanding his Limerick-based business. “Working with creators on the platform through the affiliate program has become one of the most powerful tools we have for growing both our community and our sales,” he said.

The platform expansion comes as TikTok continues to contest a €530 million fine issued by Ireland’s Data Protection Commission following an inquiry into transfers of EEA user data to China. Ireland’s Supreme Court upheld a stay on the fine on April 30, allowing TikTok to continue operating practices in Ireland while its High Court appeal proceeds.

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