TikTok Shop expands cross-border sales between EU and UK

TikTok Shop is expanding its cross-border commerce capabilities between the European Union and the United Kingdom. Sellers from eight EU member states—Belgium, Germany, France, Ireland, Italy, the Netherlands, Poland, and Spain—will soon be able to sell products to British consumers.

A pilot program for selected sellers is scheduled to begin on September 21, with a broader rollout expected on October 19. For sales into the UK, TikTok Shop will utilize a ‘Ship by Seller’ model. Under this arrangement, merchants are responsible for selecting and paying couriers, as well as managing any delivery issues or lost packages.

In the opposite direction, UK-based sellers will gain access to twelve European markets through the ‘Sell Across Europe’ network. To be eligible, sellers must maintain an active account in good standing with a positive sales history and no significant outstanding negative balances.