TikTok Shop Expands to New EU Markets: Austria, Belgium, the Netherlands, and Poland Coming Soon

TikTok has announced that it will further expand the availability of TikTok Shop to consumers and retailers in Austria, Belgium, the Netherlands, and Poland. Starting June 15, users in these countries will be able to buy and sell products within the app.

This expansion is the latest step in TikTok's massive shopping initiative, which the company hopes will eventually become one of its main revenue sources.

TikTok stated: "Every month, 200 million people in Europe use TikTok for entertainment, inspiration, and discovering new trends. By combining entertainment with commerce, TikTok Shop creates a seamless shopping experience that is distinctly different from traditional search-first e-commerce models."

TikTok said that the expansion of TikTok Shop will enable more users to discover and purchase products within the app through shoppable videos and interactive livestreams, without leaving the app, while also providing more opportunities for EU sellers.

"Since its launch in the EU in late 2024 and early 2025, more than 100,000 European businesses have joined TikTok Shop in France, Germany, Italy, Spain, and Ireland," TikTok stated. "This thriving seller community drove triple-digit growth in daily gross merchandise value (GMV) in these markets between August 2025 and February 2026."

This expansion could help drive more habitual shopping behavior in the region, making TikTok a more viable shopping destination.

Additionally, TikTok sellers will be able to expand opportunities across the entire EU through TikTok's "Sell Across Europe" program.

According to TikTok: "Shortly after launch in the initial markets, merchants will be able to expand their business to other EU markets where TikTok Shop is available through the 'Sell Across Europe' feature. This intra-EU service means sellers can easily localize product descriptions and ship directly to other markets using TikTok Shop's partnered logistics providers or approved carriers."

The program also includes access to the expanded TikTok Shop Creator Affiliate Network, which will allow approved creators within the EU to promote products and earn commissions.

TikTok has been committed to enabling shopping within the app to replicate the success of its Chinese counterpart, Douyin, in in-stream shopping.

According to KrAsia, Douyin's gross merchandise value exceeded $500 billion in 2025, highlighting the enormous potential of in-app streaming commerce. In contrast, Marketing Maze reported that TikTok's GMV was $26.2 billion in the first half of 2025.

Given the gap in these figures, it is no surprise that TikTok is prioritizing shopping and expanding its shopping tools to more regions as quickly as possible.

However, its European shopping expansion has not been without challenges.

In 2022, TikTok was forced to scale back its shopping push in the UK due to operational challenges and insufficient consumer interest.

The company reportedly imposed harsh conditions on its UK commerce employees, including regular 12-hour workdays, unrealistic sales targets, and issues regarding benefits.

Combined with early lack of market traction, this forced TikTok to reassess its European commerce push and explore new ways to integrate shopping into the app.

This reassessment has clearly paid off.

Last year, TikTok Shop's beauty category in the UK reported 60% year-over-year growth, and the app has now become the fourth-largest beauty retailer in the country.

These figures once again highlight TikTok's potential to become a retail leader, combining personalized video engagement with product recommendations.