Asian companies selling on TikTok Shop in Europe can now outsource their logistics to the platform. Fulfilled by TikTok will be available to them through warehouse locations in Germany, France, Italy, and Spain. In addition to being a sales platform, TikTok is increasingly positioning itself as a logistics service provider.
TikTok Shop is the fastest-growing ecommerce platform in the world this year. It will surpass not only Shein and Temu, ECDB expects, but also other international players such as AliExpress and eBay in global GMV.
After a somewhat hesitant start in the United Kingdom, TikTok Shop is now making strong moves in Europe. Following launches in Spain and Ireland at the end of 2024 and in Germany, France, and Italy last year – where seller fees have been raised – new countries are expected to follow this year, with Poland, the Netherlands, Belgium, and Sweden frequently mentioned.
Fulfilled by TikTok in Europe
With Fulfilled by TikTok (FBT), European sellers can leave storage and order fulfillment to the platform. Following the United Kingdom, TikTok expanded its fulfillment services in Germany in collaboration with Fiege and introduced them in more countries on the continent. TikTok owner ByteDance is now making the logistics network available to sellers in Asia. Merchants ship stock to TikTok Shop’s local European warehouses, after which the platform takes over warehousing, delivery, and returns.
TikTok matches Asian merchants with local influencers
“Seize new growth opportunities in cross-border ecommerce in Europe in 2026”, TikTok writes about the new service, which goes beyond logistics: it also matches Asian merchants with European creators and agencies, allowing sellers to send samples from local inventory to influencers. In this way, TikTok combines marketplace logistics with creator-driven marketing and distinguishes itself from other major platforms in Europe.
Seller Shipping discontinued in the US
In the United States, TikTok has announced it will restrict sellers’ logistics freedom. This is evident from an email sellers received this week that was reposted on Reddit: “Seller Shipping will be discontinued. This policy has also been implemented for cross-border sellers”, the message states.
TikTok Shop tightens rules on dropshipping
Sellers from the United States will be required to use TikTok Shop Logistics Services. In addition to Fulfilled by TikTok, this includes Upgraded TikTok Shipping and Collections by TikTok. Merchants can still ship from their own warehouse if they use TikTok’s centrally managed shipping solution with logistics partners or have their parcels collected for further handling.
With this move, TikTok is tightening control and effectively curbing dropshipping. Whether this measure will also be introduced in Europe is unknown, but it is certainly conceivable.
