TikTok Shop officially arrives in Europe: How to take advantage of it now?

Article originally published on Febuary 25 2025. Last update April 03 2025.

TikTok Shop officially arrives across Europe, marking a new stage in the evolution of online commerce. Unlike traditional marketplaces, TikTok Shop is based on a unique approach combining entertainment and e-commerce, relying on an ecosystem of content creators. Thanks to its affiliate model, the platform allows brands to collaborate with influencers to promote and sell their products directly through interactive videos and live broadcasts.

Already well established in China, Southeast Asia, the United States, the United Kingdom and Spain, this integrated e-commerce ecosystem promises a smooth and immersive shopping experience, directly in the TikTok application. But what are the opportunities and limits for European retailers? How do you prepare to take advantage of this new channel?

How to launch your Tiktok Shop in 2025? The completed guide.

How TikTok Shop works in Europe: Everything you need to know before launch

TikTok Shop works as a marketplace integrated directly into the TikTok app, allowing users to buy products without leaving the platform. Unlike traditional marketplaces, TikTok Shop combines social engagement and online commerce through a powerful lever: video content and live shopping. The aim is to maximize discovery and impulse buying through recommendations from content creators and TikTok algorithms.

Here are the key points of how this marketplace works:

Affiliation and influencers

The main driver behind TikTok Shop is affiliate marketing. The platform connects brands and creators via the TikTok Shop Affiliate tool, allowing businesses to offer commissions to influencers in exchange for promoting their products in videos and livestreams. The selected creators can thus generate revenue on each sale made thanks to their content.

Simplified integration with e-commerce platforms

TikTok Shop allows a quick connection with Shopify, PrestaShop, and other e-commerce CMS, facilitating the automatic synchronization of the product catalog, prices, and stock. This integration allows retailers to be up and running in just two days and to benefit from centralized management of their online sales.

Costs and commissions

Unlike Amazon, TikTok Shop does not charge sign-up fees or monthly subscriptions. The platform is paid via a commission on sales, which amounts to 9% in the United Kingdom and the United States. In France, the launch commission is between 1 and 5%, in order to encourage merchants to adopt the platform.

Logistics and shipping services

TikTok Shop offers a storage and shipping service similar to Amazon's FBA program. This service, which is already active in the United Kingdom, takes care of the management of orders, from packaging to delivery, in order to guarantee a better customer experience and to optimize processing times. The objective is to offer sellers a turnkey solution to simplify logistics and maximize their sales.

TikTok Shop availability and key figures across Europe

TikTok Shop is now available in six European countries:

• United Kingdom (launched 2021): Over 200,000 active sellers with 93% sales growth over one year
• Ireland (launched December 2024)
• Spain (launched December 9, 2024): 19 million adult users reaching 47.1% of Spanish adults
• France (launched March 31, 2025): 25.1 million users
• Germany (launched March 31, 2025): 24.2 million users
• Italy (launched March 31, 2025): 19.8 million adult users reaching 39.1% of Italian adults

Overall, TikTok has 159 million monthly active users in the European Union, with an 11.5% growth since the end of 2023. Social commerce revenues in Europe are projected to grow from €25.8 billion in 2023 to €44.8 billion by 2028, with approximately 25% of European users already participating in social media shopping activities.

What international markets teach us

China: the laboratory of social e-commerce

In China, TikTok (Douyin) demonstrated the power of social commerce by seamlessly integrating content and sales. Live Shopping has become an essential channel, generating spectacular performances for brands. Perfect Diary, for example, recorded more than $145 million in sales in a single day on Douyin. In 2024, the GMV (Gross Merchandise Value) from TikTok Shop in China has exceeded 30 billion dollars, confirming its leadership in the social commerce segment.

United States: a booming market

Launched in November 2022, TikTok Shop experienced a difficult start in the United States. Initially, major brands were reluctant to adopt the platform, pushing TikTok to turn to small merchants and independent sellers, offering them attractive grants and competitive advantages. In 2024, the GMV by TikTok Shop in the United States has exceeded 9 billion dollars, making the country its biggest market outside of China. Some brands like Glow Recipe have been particularly successful, doubling their turnover in six months thanks to TikTok Shop.

European success stories

United Kingdom: a rapid rise in power

With over 200,000 active sellers, the United Kingdom has become a key market for TikTok Shop, registering a sales growth of 93% over one year. During Black Friday 2024, TikTok Shop reached a 13% penetration of the British e-commerce market, establishing itself as a key player.

Spain: a springboard for Europe

Spain served as a test market before a wider expansion of TikTok Shop in Europe. Druni, a Spanish retailer specializing in beauty, saw its sales increase by 250% in three months thanks to live shopping campaigns and collaborations with designers. Spanish users spend an average of 80 minutes per day on TikTok, with 29% using the app multiple times daily.

Italy: focus on beauty and fashion

Launched in March 2025, TikTok Shop in Italy focuses primarily on beauty and fashion products, with an average product value between €20 and €30. Italian brands like Goovi (natural cosmetics) anticipate significant sales increases, and influencer live shopping sessions often reach more than 100,000 views.

France and Germany: strategic expansion

The simultaneous launch in France and Germany in March 2025 marked TikTok's commitment to the European market. Key partnerships include Carrefour in France and About You (fashion) and Cosnova Cosmetics in Germany.

What recommendations for European merchants?

Optimize your product catalog

Attractive visuals and rich descriptions increase the chances of conversion. Solutions like Feed Enrich make it possible to improve the quality of product sheets for each European market you target.

Focus on live shopping

Experiment with live product demonstrations to boost engagement and sales. European conversion rates from Live Shopping are 30% higher than the global average.

Work with the right influencers

Select content creators who are in sync with your audience to maximize impact. Consider country-specific influencers for targeted markets, as European users typically require 7-8 interactions before converting.

Track sales performance

Analyze KPIs to adjust and refine your e-commerce strategy across different European markets.

Popular Categories on TikTok Shop in Europe

The best-performing categories include:

• Beauty and personal care: Global GMV of $2.49 billion (22.5% of total)
• Women's fashion: Global GMV of $1.39 billion
• Food and beverages: $759 million globally
• Health products: $600 million globally

Conclusion: should you start using TikTok Shop?

TikTok Shop represents a major opportunity for e-retailers across Europe. Its affiliate model, the absence of initial fees, and its strong user engagement make it a promising platform. However, success is based on the ability of brands to exploit the video format and collaborate with relevant influencers.

The rapid expansion across key European markets signals TikTok's commitment to the European e-commerce ecosystem. With approximately 25% of European users already participating in social commerce activities and market projections showing strong growth from €25.8 billion in 2023 to €44.8 billion by 2028, early adoption provides a competitive advantage.

If you're considering exploring this new sales channel, find out how Feed Enrich can help you optimize your product sheets and improve your performance on TikTok Shop!

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