[REVISION HISTORY]

TikTok Shop: Global expansion and discovery commerce shifts

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What changed

2026-10-28 13:04 UTC → 2026-11-04 15:37 UTC · added ~~removed~~

TikTok Shop continues its global expansion, driven by an entertainment-led model where transactions occur directly within the app. In the United States, footwear has emerged as a major growth driver, and beauty products generated $2.7 billion in 2025. Major retailers like Ulta Beauty and Sephora are utilizing the platform, with Ulta employing approximately 2,800 affiliates and Sephora launching the ‘Sephora Drop Shop’ experience. Recent data indicates a shift toward discovery-based commerce. In Singapore, short video gross merchandise value (GMV) has nearly doubled year-on-year, and the seller base has grown by over 125% to approximately 80,000. In the U.K., the platform has become the fourth largest beauty retailer, with 66% of consumers now purchasing goods via the app. However, trust remains a hurdle; 68% of U.K. shoppers report being more likely to trust an everyday customer over an influencer. Research indicates that 74% of these shoppers prioritize star ratings and reviews, while 56% value customer photos and videos. European expansion is accelerating. In Spain, the platform reported a 150% revenue increase over the last twelve months, reaching a 19% penetration rate among online shoppers. To support this, TikTok is facilitating growth through the ‘Sell Across Europe’ program. In Poland, the platform is acting as a growth catalyst for the cosmetics ecosystem, while Hungary is set for a summer 2026 launch. In the Philippines, the platform continues to support small businesses by offering commission-free periods for new sellers. In Brazil, luxury brands like Lancôme, Yves Saint Laurent Beauty, and Shiseido are expanding their presence, utilizing live broadcasts and significant discounts to reach broader audiences. Across all markets, the platform is increasingly defined by interactive formats, with 70% of revenue in Spain generated through short-form video and live shopping.

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