TikTok Shop expands to new European merchant markets

TikTok announced that its TikTok Shop marketplace is being rolled out to additional European Union countries, allowing more merchants and retailers to sell directly within the TikTok app. The service, which first launched in Germany in spring 2025, reached €1 billion in gross merchandise value across Europe within twelve months and now sits alongside major platforms such as Amazon, eBay and Kaufland.

TikTok Shop combines product discovery, short‑form video content and an in‑app checkout, shifting sellers from keyword‑driven search to impulse‑driven content creation. To list products, sellers must be registered businesses in the target EU country, hold a local VAT ID, bank account and business address. The platform restricts certain categories, including alcohol, tobacco, weapons and prescription medicines, while others like cosmetics and electronics require additional certification. Payments are processed by TikTok, and fulfillment can be handled by the seller or TikTok’s partner network.