Sellers from eight European Union member states will soon be able to offer their products to British consumers on TikTok Shop. Conversely, sellers will soon be able to sell to shoppers in continental Europe.
TikTok Shop has significantly expanded its presence in Europe in recent years. In mid-June, for example, the shopping platform launched in Austria, Belgium, the Netherlands and Poland. With the launch of ‘Sell Across Europe’, the platform evolved into a pan-European marketplace, enabling sellers to reach consumers in twelve European countries. The intra-EU service allows sellers to easily localize product descriptions.
TikTok Shop in the United Kingdom
Sellers in Belgium, Germany, France, Ireland, Italy, the Netherlands, Poland and Spain will soon be able to offer their products to shoppers in the United Kingdom, where TikTok Shop has been active for almost five years and where more than 300,000 small businesses use the platform. A pilot for selected EU sellers will start on 21 September, followed by a broader rollout on 19 October.
‘Ship by Seller’ is the only shipping option to the UK
To sell to British customers, sellers from the eight EU countries will have to ship the items themselves. “You pick the courier, you pay the courier, and you handle the customer if the delivery goes wrong”, TikTok Shop explains. In addition, sellers must already be active on TikTok Shop in an eligible EU market, have an account in good standing with recent sales, and have no significant outstanding negative balance.
From the United Kingdom to Europe
Conversely, TikTok Shop will enable its sellers from the United Kingdom to sell products to consumers in continental Europe through TikTok Shop. They will be able to serve customers in the twelve countries that are part of the Sell Across Europe network. Eligibility is determined through a real-time assessment of the seller’s current account status and performance.
