TikTok Expands TikTok Shop to Four New EU Countries
TikTok is broadening the availability of TikTok Shop to Austria, Belgium, the Netherlands, and Poland starting June 15, 2026. The expansion follows earlier launches in France, Germany, Italy, Spain, and Ireland, where more than 100,000 European businesses have already joined the platform.
TikTok reports triple-digit growth in daily gross merchandise value (GMV) between August 2025 and February 2026 in its initial EU markets. The company is aiming to replicate the success of Douyin, its Chinese version, which generated over $500 billion in GMV in 2025. For comparison, TikTok Shop recorded $26.2 billion in GMV during the first half of 2025.
The new markets will have access to the “Sell Across Europe” feature, which allows merchants to localize product descriptions and ship across participating EU countries through partnered logistics providers. Approved creators in the EU will also be able to promote products and earn commissions via the creator affiliate network.
TikTok describes the shopping experience as seamless, enabling users to discover and purchase items through shoppable videos and livestreams without leaving the app. This differs from traditional search-based e-commerce models and aligns with the platform’s strength in entertainment-driven discovery.
The expansion comes after earlier difficulties in the UK, where TikTok scaled back its shopping efforts in 2022 due to operational challenges and slow consumer uptake. However, recent performance has improved, with UK TikTok Shop beauty sales growing 60% year-over-year, positioning it as the fourth-largest beauty retailer in the country.
