TikTok Shop sees 150% growth in Spain amid EU expansion

TikTok Shop has reported triple-digit growth in its second year of operation in Spain, with a 150% increase in revenue over the last twelve months. The platform is shifting e-commerce trends through interactive formats, specifically short-form video and ‘live shopping’. Data indicates that 70% of seller revenue on the platform is generated through these two formats, with live shopping sessions increasing by 120% in the past year.

According to NielsenIQ, TikTok Shop has reached a 19% penetration rate among online shoppers in Spain. Demographic data shows that 40% of Generation X, 30% of millennials, and 23% of Generation Z have made purchases via the platform.

To support broader expansion, TikTok Shop is facilitating growth across the European Union. Initiatives include the ‘Sell Across Europe’ program and webinars designed to help brands and retailers manage catalogs, sync inventory, and adapt operations for multiple EU markets using tools like M2E.