TikTok Shop is expanding rapidly across Europe. On June 15, the platform will launch in Austria, Belgium, the Netherlands, and Poland. Shortly afterwards, the new ‘Sell Across Europe’ feature will become available, enabling merchants to sell in multiple countries through a single registration.
It was already clear that TikTok Shop would add new European markets to its footprint; the only question was when. In just two weeks, the platform will open its doors in Austria, Belgium, the Netherlands, and Poland. From today, sellers in those countries can start registering. This will bring TikTok Shop’s total to ten European markets. The platform first launched in the United Kingdom in late 2021, followed by Spain and Ireland at the end of 2024, and a large-scale rollout in Germany, France, and Italy in the spring of last year.
TikTok Shop’s popularity
TikTok Shop has proven capable of gaining traction quickly among consumers in newly launched markets. Within eighteen months after its introduction, the platform had become Spain’s sixteenth-largest online retailer by gross merchandise value (GMV). In Germany, it climbed to fifteenth place in an even shorter period.
More than one hundred thousand sellers in five countries
According to TikTok, more than one hundred thousand sellers have joined TikTok Shop across France, Germany, Ireland, Italy, and Spain. “This thriving seller community has driven triple-digit growth in daily GMV between August 2025 and February 2026 across these markets”, the company said. In the United Kingdom, where TikTok Shop has been active for much longer, the platform already hosted more than two hundred thousand sellers by the end of 2024.
Sell Across Europe
European merchants will soon be able to sell in multiple countries through a single TikTok Shop registration. “Shortly after the initial market launch, businesses will be able to scale their growth across other EU markets where TikTok Shop is available via the ‘Sell Across Europe’ feature.” According to TikTok, the intra-EU service will allow sellers to easily localize product descriptions.
Sellers can ship directly to other markets
They will also be able to ship directly to other markets using TikTok Shop-partnered logistics providers or approved carriers. In addition, merchants will be able to leverage TikTok’s creator network across multiple European markets.
Single setup
In this way, TikTok Shop is developing into a large marketplace, much like Amazon, allowing merchants to reach shoppers across large parts of Europe through a single setup. In 2025, marketplaces already accounted for 61 percent of total ecommerce GMV in Europe.
