Guide for sellers in EU markets where TikTok Shop is available

TikTok Shop has been live in the Netherlands since 15 June 2026 and is rapidly gaining momentum. In addition to the Netherlands, the social commerce platform is also active in countries including the United Kingdom, the United States, Spain, Italy, Poland, Belgium and Austria. Thanks to Sell Across Europe, brands can also offer their products in other EU markets where TikTok Shop is available.
It is clear that the concept works. Since its launch in Germany in March 2025, 15 percent of all online consumers have already made a purchase through the platform. That is a significant share. Precisely because you are still an early adopter, now is the perfect time to get started and make the most of the opportunities TikTok Shop has to offer.