TikTok Shop Expands E-commerce Reach to Four New EU Countries

TikTok is expanding its e-commerce platform, TikTok Shop, to include users and retailers in Austria, Belgium, the Netherlands, and Poland starting June 15 [2]. This move marks the latest phase in the company’s strategy to integrate entertainment and commerce, allowing users to purchase products directly through shoppable videos and livestreams [2].

Key takeaways

• TikTok Shop will launch in Austria, Belgium, the Netherlands, and Poland on June 15 [2].
• Over 100,000 European businesses have joined the platform across France, Germany, Italy, Spain, and Ireland since late 2024 [2].
• The "Sell Across Europe" initiative will allow merchants to localize product descriptions and ship to other EU markets using partnered logistics [2].
• While TikTok does not disclose aggregate global sales, analytics firm EchoTik estimates the platform sold $19 billion in products globally from July through September 2025 [1].

Scaling the European Market

The expansion into these four new countries follows the platform's initial entry into the European market in late 2024 and early 2025 [2]. TikTok reports that the existing seller community in France, Germany, Italy, Spain, and Ireland has experienced triple-digit growth in daily Gross Merchandise Value (GMV) between August 2025 and February 2026 [2]. To support this growth, the company is introducing the "Sell Across Europe" feature, which enables sellers to scale their operations by shipping directly to other available EU markets and accessing an expanded network of creator affiliates [2].

TikTok’s push into Europe is part of a broader effort to replicate the massive success of its Chinese counterpart, Douyin, which generated over $500 billion in GMV in 2025 [2]. By comparison, TikTok reported $26.2 billion in GMV during the first half of 2025 [2]. The company views this integration of shopping into the social media experience as a departure from traditional, search-first e-commerce models, aiming to capitalize on the 200 million people in Europe who use the app monthly [2].

Why it matters

TikTok’s aggressive expansion highlights its ambition to turn the platform into a primary revenue pillar through social commerce [1, 2]. While the company has seen significant growth in the United States—where it reached an estimated $4 billion to $4.5 billion in sales during the third quarter of 2025—it continues to face challenges in fully adopting the livestream shopping model that dominates in China [1]. As TikTok attempts to embed itself further into global shopping habits, the success of these new European markets will be a critical indicator of whether the platform can bridge the gap between entertainment-focused traffic and consistent, high-volume retail sales [1, 2].