TikTok Shops Expands to New EU Merchant Countries

Why It Matters

The expansion gives brands direct access to 200 million monthly European users, accelerating TikTok’s shift from a social app to a commerce hub. It also pressures traditional e‑commerce players by offering shoppable video and livestream experiences within the app.

Key Takeaways

• TikTok Shops now live in Austria, Belgium, Netherlands, Poland.
• Over 100K European merchants already on TikTok Shop.
• Daily GMV grew triple‑digit percentages from Aug 2025 to Feb 2026.
• ‘Sell Across Europe’ lets sellers localize and ship EU‑wide.
• UK beauty sales rose 60% YoY, making TikTok 4th largest retailer.

Pulse Analysis

TikTok’s latest rollout adds Austria, Belgium, the Netherlands and Poland to its TikTok Shops ecosystem, bringing the service to eight European nations. With roughly 200 million monthly European users, the platform blends short‑form entertainment with seamless checkout, challenging the search‑first model of legacy e‑commerce sites. The expansion builds on a merchant base that already exceeds 100,000 sellers and leverages the rapid GMV acceleration seen in earlier markets, positioning TikTok as a fast‑growing retail channel.

For merchants, the new "Sell Across Europe" capability simplifies cross‑border sales by allowing product descriptions to be localized and shipments coordinated through TikTok‑partnered logistics providers. This reduces friction for brands seeking EU‑wide reach without establishing separate storefronts in each country. Additionally, an expanded creator affiliate network lets influencers earn commissions by promoting products, further blurring the line between content and commerce and driving higher conversion rates.

While TikTok’s European commerce ambitions have faced setbacks—most notably a stalled UK push in 2022—the recent 60% YoY growth in the UK beauty segment and its ranking as the fourth‑largest beauty retailer signal a turning point. Compared with Douyin’s $500 billion GMV in 2025, TikTok’s $26.2 billion half‑year figure underscores substantial upside. Continued geographic expansion and integrated logistics suggest TikTok is positioning itself to capture a larger slice of the EU’s $1 trillion online retail market.