TikTok Shop expands to Austria, Belgium, Netherlands and Poland

TikTok announced that its TikTok Shop feature will become available to shoppers and retailers in Austria, Belgium, the Netherlands and Poland starting June 15, marking the latest step in the company’s European commerce rollout [2]. The move follows earlier launches in France, Germany, Italy, Spain and Ireland, where over 100 000 businesses have already joined the platform [2].

Key takeaways

• TikTok Shop will be live in Austria, Belgium, the Netherlands and Poland from June 15 [2].
• More than 100 000 European merchants are active on TikTok Shop across its first six markets [2].
• Daily gross merchandise value (GMV) grew at triple‑digit rates between August 2025 and February 2026 in those markets [2].
• The “Sell Across Europe” feature will let sellers localise listings and ship to other EU countries using partnered logistics providers [2].
• TikTok cites 200 million monthly European users as a base for entertainment, inspiration and trend discovery [2].

Expanding the European Shopping Landscape

TikTok’s statement emphasizes that the expansion will let users discover and purchase products through shoppable videos and interactive livestreams without leaving the app [2]. By adding Austria, Belgium, the Netherlands and Poland, the company aims to deepen its “entertainment‑plus‑commerce” model, which it describes as distinct from the traditional, search‑first e‑commerce approach [2]. The rollout also supports the “Sell Across Europe” initiative, allowing merchants to scale across EU borders, adapt product descriptions for local markets, and use TikTok‑partnered logistics or approved carriers for cross‑border fulfillment [2].

The platform’s growth in Europe mirrors its broader ambition to replicate the success of Douyin’s livestream commerce in China. While Douyin generated over $500 billion in gross merchandise volume (GMV) in 2025, TikTok reported $26.2 billion GMV in the first half of 2025, highlighting a sizable gap that the company hopes to close through rapid regional expansion [2].

Why it matters

The addition of four new EU countries expands TikTok Shop’s reach to millions of potential shoppers and offers a larger pool of merchants new avenues for sales within the app. The “Sell Across Europe” tool could streamline cross‑border commerce for small and medium‑size businesses, potentially accelerating the platform’s GMV growth beyond the triple‑digit increases already seen in its initial European markets [2]. As TikTok continues to integrate shopping into its core user experience, the expansion signals a strategic push to make the platform a significant player in the European e‑commerce landscape.