TikTok Shop: How to sell your products on TikTok

Article originally published on 11/11/2024. Update 03/04/2025, following the arrival of Tiktok Shop in Europe.

TikTok has considerably strengthened its position in e-commerce thanks to TikTok Shop, transforming a simple feature into a real commercial platform. In 2023, the platform generated $11.09 billion in gross merchandise volume, and 23.7 million American users have already made a purchase there. For e-retailers, this is an opportunity not to be missed.

New in 2025: Tiktok Shop finally arrives in Europe. Here's everything you need to know about the launch.

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TikTok & Tiktok Shop: Key Figures in Europe

TikTok has captured a significant market share in Europe, particularly among younger generations:

• 159 million monthly active users in the European Union, with an 11.5% growth since the end of 2023
• Six European countries now have access to TikTok Shop: United Kingdom, Ireland, Spain, France, Germany, and Italy
• 25% of European users participate in social media shopping activities
• The most recent expansion occurred on March 31, 2025, with launches in France, Germany, and Italy
• Regional user distribution:
  • France: 25.1 million users
  • Germany: 24.2 million users
  • Italy: 22.8 million users
  • Spain: 21.9 million users
  • Poland: 12.6 million users
  • Romania: 8.6 million users

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Why TikTok Shop Stands Apart from Other E-commerce Platforms

TikTok distinguishes itself through its unique social commerce model:

• Native integration of shopping features directly within the video stream
• User-generated content that's authentic and has high viral potential
• Innovative features: Live Shopping, dedicated store tabs, affiliate programs
• Ultra-personalized recommendation algorithm ensuring relevant suggestions
• Exceptionally high engagement rates optimizing conversion performance
• European users respond particularly well to educational content and sustainability-focused videos

TikTok Shop Availability

Currently, TikTok Shop is available in several countries including:

• United Kingdom (launched 2021)
• Ireland (launched December 2024)
• Spain (launched December 2024)
• France (launched March 2025)
• Germany (launched March 2025)
• Italy (launched March 2025)
• United States
• Indonesia
• Malaysia
• Philippines
• Singapore
• Thailand
• Vietnam
• Mexico

Future Expansions

TikTok Shop plans to expand its operations to other markets:

• Japan : scheduled for June 2025.
• Brazil : a specific date has not yet been announced.

Background in the United States

Although TikTok Shop was launched in the United States in September 2023 with notable success during the holiday season, its future remains uncertain due to regulatory tensions between ByteDance (Chinese parent company) and the American government

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Why is TikTok Shop different from other e-commerce platforms?

TikTok is distinguished by its unique social commerce model:

• Native integration of shopping features directly into the video stream
• Authentic, viral, and user-generated content
• Innovative features: Live Shopping, dedicated store tab, affiliate programs
• Ultra-personalized recommendation algorithm guaranteeing the relevance of suggestions
• Exceptionally high engagement rate optimizing conversion rates

How does shopping on TikTok work?

TikTok Shop offers a innovative integrated e-commerce platform, allowing brands to create virtual online stores, or TikTok Shops, directly within the application.

These digital showcases offer a omnichannel and immersive shopping experience, combining the visual and interactive aspect of social networks with the traditional functionalities of e-commerce.

Key Features

• Users can buy directly through videos or live shopping sessions without leaving the app.
• A dedicated tab allows you to search for specific products, discover promotions and manage orders with personalized recommendations.
• Local and international retailers can reference their products and benefit from an engaged audience thanks to the “Discovery e-commerce” model.

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Prerequisites to create your TikTok Shop

Before you get started, make sure you meet these requirements:

Location requirements

• Your business must be located in one of the countries where TikTok Shop is available
• Address verifiable in your location settings

Account requirements

• An online store or an e-commerce platform
• A TikTok for Business account (you can create one during setup)
• A valid phone number and email address

Documentation required

• Business Audit Documents
• Your business banking information
• Return policy displayed on your online store
• Documentation that your products meet TikTok guidelines for your region

Step-by-Step Guide to Setting Up Your TikTok Shop

Step 1: Create or connect your TikTok Business account

1. On the TikTok app or TikTok.com, go to Settings, select Business Suite, and click Business Registration
2. Download the required documents to verify your business
3. This registration process reinforces the authenticity of your business with the platform and users.

Step 2: Access the TikTok Seller Center

1. Visit the TikTok Seller Center site or download the TikTok Seller Center app
2. Sign in with your TikTok account, or sign up with your email address and phone number
3. Choose your country and click “Enter”

Step 3: Complete your business registration

1. Select your business type - company/business or individual seller
2. If you are creating a store for a business, provide the legal name and your SIRET number
3. Complete the steps to verify your business information
4. Set up your warehouse/pickup address with:
   • Your business address
   • The name of the person to contact
   • The postal code
   • The phone number
5. Provide a return address (you can use the same warehouse address if applicable)
6. Review and agree to the terms and conditions
7. Click on “Start your business”

Step 4: Verify your documents

1. From the TikTok Seller Center home page, click on “Verify Documents”
2. Click on “Download documents”
3. Provide the required documentation according to your type of business:
   • Identity verification
   • Business registration documents
   • Tax information
   • Proof of address
4. Document verification usually takes 1 to 5 business days

Step 5: Set up your tax information

1. Add your tax information
2. Provide the required tax details and submit the information

Step 6: Set up shipping options

Set up your shipping settings, including shipping methods, rates, and delivery times.

Step 7: Add products to your TikTok Shop

You have several options for adding products:

1. Manual download: Add products one by one directly to TikTok Shop
2. Synchronization with an existing e-commerce store: Connect your Shopify, WooCommerce, or other platform
3. Bulk download: Use CSV files to download multiple products at once

For each product, including:

• High quality images
• Detailed descriptions
• Precise price
• Available stock
• Product variations (sizes, colors, etc.)

Step 8: Link your TikTok Shop to your TikTok account

Connect your TikTok store to your TikTok account to allow product tagging in your videos and access to other shopping features.

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The key features of TikTok Shop to boost your sales

TikTok Shop has great features for selling.

Live Shopping: an effective vehicle for the discovery of new products and new brands.

Brands organize live video streaming sessions during which they promote their products, answer consumer questions in real time and conduct product demonstrations.

Users can thus explore offers interactively, add items to their basket and complete their purchase without leaving the application.

The interactive and personalized nature of Live Shopping promotes creation of a special relationship with the brand, thus strengthening brand loyalty.

Les limited-time offers and virtual stocks create a sense of urgency that encourages the act of buying.

Live demos and real-time feedback provide a richer shopping experience and more personalized, meeting the expectations of today's consumers.

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Simplify the act of buying with shoppable videos

The integration of clickable links to the products shown in the videos offers an immersive and frictionless shopping experience, meeting consumers' expectations for fluidity and speed.

This innovative approach has several significant advantages. The video format, which is particularly engaging, stimulates buying impulsiveness and promotes conversion.

TikTok, with its active and young community, offers a unequalled visibility for brands, allowing them to reach a large and qualified audience.

Shoppable videos generate a large volume of behavioral data, allowing brands to refine their marketing strategies and personalize the customer experience.

By creating entertaining and informative video content, brands strengthen their relationship with their audience and promote the creation of a community around the brand.

In addition, the creation of product catalogs integrated into profiles, combined with the product tagging feature in videos, facilitates product discovery and simplifies the buying process.

Shoppable ads complement this marketing arsenal, by offering a increased visibility to products and by making it possible to target specific audiences.

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What are the methods to sell your products on TikTok?

To optimize their sales on TikTok Shop, brands need to adopt a authentic and engaging content strategy, drawing inspiration from the platform's creative codes.

One Friendly tone and direct communication allow you to create a strong emotional bond with a young and demanding audience.

By humanizing their brand, businesses can stand out from the competition and arouse envy.

Collaborations with influencers have become essential on TikTok.

These partnerships not only make it possible to reach a targeted audience, but also to benefit from the authenticity and credibility of influencers.

Studies have shown that consumers are more likely to buy a product recommended by a person who they follow and who they trust.

The wise use of hashtags is a powerful tool for increasing the visibility of publications.

By relying on analysis tools, brands can identify the most relevant hashtags for their target audience and thus maximize their reach. In addition, shoppable videos offer a smooth user experience and facilitate the act of buying.

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How to advertise your products on TikTok

To maximize the reach and impact of your TikTok advertising campaigns, it is essential to use the platform TikTok For Business.

This all-in-one solution allows you to manage all of your advertising campaigns from one and the same place.

TikTok offers different advertising formats adapted to each need:

• In-Feed Ads that integrate with the news feed
• The Brand Takeover
• TopView for maximum visibility
• Spark Ads to promote existing content

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The importance of the call to action (CTA):

To encourage users to take action, it is essential toinclude a call to action clear and powerful in your ads.

CTAs like”Buy now“,”Learn more“,”Register“or”Visit our site“are very effective in guiding users to your product page, to cart or to conversion.

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Follow-up and optimization

TikTok offers you powerful monitoring and analysis tools to measure the results of your campaigns in real time. This data allows you to identify which items are working well and which need to be adjusted.

Feel free to adjust your strategies based on the results obtained to optimize your return on investment (ROI).

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Target your audience accurately

TikTok offers a great sharpness in targeting.

You can define your ideal audience based on specific criteria such as age, gender, geographic location, interests, or online behavior.

This precision allows you toreach the people who are most likely to be interested by your product or service.

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Focus on video creativity

The Video format is king on TikTok 🎥

To stand out, create visually appealing content, short and powerful.

Humor, music, special effects, and challenges are all elements that can make your videos go viral.

Remember that the content must be authentic and in line with the identity of your brand.

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Follow trends closely

TikTok is a dynamic social media platform where trends are changing rapidly.

To stay relevant, keep a close eye on challenges, hashtags, and popular sounds.

Taking inspiration from these trends will allow you to create video content that resonates with your audience and has the potential to be shared widely.

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Collaborate with influencers

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TikTok influencers have a great deal of conviction about their community.

Collaborating with them can allow you toreach a wider audience and to strengthen the credibility of your brand.

Choose some influencers whose values and image match to those of your company.

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Maximize your ROI with TikTok Shop

Thanks to advanced behavioral and demographic targeting features, it is possible toreach an ultra-segmented audience and to significantly improve the return on advertising investment.

TikTok Shop's innovative creative formats, such as short videos, live shopping and virtual collections, make it possible to create immersive and memorable shopping experiences.

In addition, the data collected on the platform offers a wealth of valuable information for refine marketing strategies, identify emerging trends and accurately measure campaign performance.

TikTok Shop is thus positioned as an essential lever for businesses wishing to: develop their e-commerce business and strengthen their reputation among.

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Conclusion

TikTok Shop represents an exceptional opportunity to reach TikTok's massive European user base and convert viewers into customers. With expansion into key markets like France, Germany, and Italy, the platform offers local brands a strategic opportunity to capture consumer attention in a growing social commerce sector.

Remember that success on TikTok Shop isn't just about listing products—it's about creating engaging content that resonates with TikTok's audience while naturally integrating your products. Focus on authentic engagement, trend awareness, and consistent quality to make your TikTok Shop stand out in this competitive marketplace.

At Dataïads, we support you in setting up and optimizing your advertising campaigns on TikTok with our technologies to guarantee results that match your ambitions. Contact us now to find out more!

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