TikTok Shop now runs in nine EU countries. The four largest (Germany, France, Spain and Italy) sold an estimated €498.8m in the 90 days to 9 July 2026, and Germany is the biggest of them. In every market, most sales come from affiliate creators' videos rather than the brand's own account. What a seller needs most is a steady supply of short product videos.
When did TikTok Shop launch in each country?
| Market | TikTok Shop launch |
|---|---|
| Spain, Ireland | December 2024 |
| France, Germany, Italy | 31 March 2025 |
| Austria, Belgium, Netherlands, Poland | 15 June 2026 |
TikTok announced the latest wave on the TikTok Newsroom on 28 May 2026. It said more than 100,000 businesses had joined TikTok Shop across France, Germany, Italy, Spain and Ireland. Daily GMV had grown at triple-digit rates between August 2025 and February 2026, and 200 million people in Europe use TikTok every month. Its "Sell Across Europe" feature lets a seller in one EU market localise listings and ship to the others.
How big is TikTok Shop in Europe?
TikTok doesn't publish sales by country, so the best public numbers are modelled. Lengow's Q2 2026 analysis uses Kalodata estimates built from public TikTok data. Read them as a guide to direction and proportion rather than audited sales.
| Market | Estimated GMV, 90 days to 9 Jul 2026 | Share of the four | Affiliate share of GMV |
|---|---|---|---|
| Germany | €174.7m | 35.0% | 73.8% |
| France | €132.8m | 26.6% | 73.4% |
| Spain | €104.7m | 21.0% | 70.2% |
| Italy | €86.6m | 17.4% | 56.3% |
| Total | €498.8m | 100% | 69.9% |
Source: Lengow, using Kalodata modelled estimates.
Germany is the largest market even though it opened three months after Spain. Spain had the head start: Dataïads' one-year review counts more than 21,000 local sellers in Spain and around 33,000 active sellers in France at the end of 2025. Home Improvement was the fastest-growing category in all four markets, up between 202% (France) and 298% (Spain).
Why do affiliate creators drive most sales?
Affiliate creators earn a commission on sales from their own videos and lives. In Lengow's data they generated 69.9% of GMV across the four markets. Brands' own accounts took 14.8%, and the Shopping Mall tab, the search-and-browse area, took 15.3%.
"A retailer who plugs in a catalogue and waits will capture roughly one euro in six." (Adrian Gmelch, Director of Content, Lengow)
The biggest shops rely on affiliates most. In Germany, the ten largest shops get 93.5% of GMV from affiliates, against 73.8% for the market. Italy is the exception, with brands' own accounts at 29.6% of GMV.
Format matters too. Shoppable video produced 63.8% of four-market GMV, product cards 18.9% and live shopping 17.2%.
Why are brands using TikTok less while TikTok Shop grows?
Kolsquare's 2026/27 study surveyed 1,123 marketing decision-makers in seven European markets. TikTok use among brands and agencies fell 12.5 points year on year to 66.5%, while Instagram held at 90.6%.
The two trends measure different things. Kolsquare tracks paid posts for awareness, while Shop sales come from product videos that end at a checkout. Brands seem to be moving their TikTok money from presence towards sales.
What do sellers need for TikTok Shop in Europe?
Start with a library of short product videos, not a single launch asset. Three formats cover most products: a 15-second demo of the product working, a 30-second honest review that names one drawback, and an unboxing that shows the packaging and real size. Add new angles every month. Our guide to TikTok content that doesn't look like an ad covers hooks and pacing.
Make each video work three times. The same clip can run on your shop account, be boosted as a Spark Ad and go to affiliates as a reference for how your product should be shown. Put the key claims, shots and price in one UGC ad brief.
Use native-language creators in each market. TikTok Shop runs country by country, and a Spanish creator speaking to Spanish shoppers is more convincing than one video with subtitles. Running UGC ads across European markets explains how to choose between native filming, dubbing and subtitles.
On Noovid, creators in the 20 eurozone countries film in their own language at fixed prices: €75 for 15 seconds, €99 for 30, €129 for 45 and €149 for 60. There's no creator commission and no subscription or brand fee for open briefs, and every video comes with full commercial rights with no expiry. If you want the creator to post the video too, Social Boost is a paid add-on.
FAQ
Which countries have TikTok Shop in the EU?
As of October 2026: Ireland, Spain, France, Germany, Italy, Austria, Belgium, the Netherlands and Poland. The last four went live on 15 June 2026.
Is the TikTok Shop affiliate programme available in Europe?
Yes. TikTok says approved creators across the EU can promote products and earn commissions.
Do I need live shopping to sell on TikTok Shop?
No. Live produced 17.2% of four-market GMV, against 63.8% for shoppable video. Build a library of short videos first.
Sources
- TikTok Shop Expands Across Europe, TikTok Newsroom, May 2026: the 15 June 2026 launch in Austria, Belgium, the Netherlands and Poland, 100,000+ businesses, triple-digit daily GMV growth, 200 million monthly users, Sell Across Europe, the EU affiliate network.
- TikTok Shop Europe, Q2 2026: €500m across four markets, Lengow, July 2026: GMV by country, affiliate, self-operated and Shopping Mall shares, top-ten affiliate dependence, channel split, Home Improvement growth, the Kalodata precision caveat (all modelled estimates).
- TikTok Shop after over one year in Europe, Dataïads, July 2026: launch timeline, seller counts in Spain and France.
- Die Zukunft des Influencer Marketings 2026/2027, Kolsquare, September 2026: TikTok use among brands and agencies down 12.5 points to 66.5%, Instagram at 90.6%.
Written by
Noovid Team
The Noovid editorial team: UGC specialists who work hands-on with vetted creators and brands worldwide every day. We turn what's working into practical guides for getting content that sells.
