TikTok has announced another expansion of TikTok Shop, extending its availability to shoppers and retailers in Austria, Belgium, the Netherlands, and Poland. Users in these countries will be able to buy and sell products within the app starting June 15.

The move marks the latest step in TikTok's broader European shopping strategy, which the company hopes will eventually become a significant revenue stream.

According to TikTok: “Every month, 200 million people across Europe turn to TikTok to be entertained, inspired, and to discover new trends. By bringing together entertainment and commerce, TikTok Shop creates a seamless shopping experience which is completely different from the traditional, search-first e-commerce model.”

TikTok said the expansion will enable more users to discover and purchase products via shoppable videos and interactive livestreams without leaving the app, while also providing additional opportunities for EU-based sellers.

“Since launching in the EU in late 2024 and early 2025, over 100K European businesses have joined TikTok Shop across France, Germany, Italy, Spain and Ireland,” TikTok stated. “This thriving seller community has driven triple-digit growth in daily Gross Merchandise Value (GMV) between August 2025 and February 2026 across these markets.”

The expansion could help foster more habitual shopping behaviors in the region, potentially making TikTok a more viable shopping destination.

Additionally, TikTok sellers will be able to broaden their reach across the EU through TikTok’s “Sell Across Europe” initiative. As per TikTok: “Shortly after the [initial] market launch, [businesses] will be able to scale their growth across other EU markets where TikTok Shop is [available] via the ‘Sell Across Europe’ feature. The intra-EU service means that sellers can easily localise product descriptions and ship directly to other markets using TikTok Shop-partnered logistics providers or approved carriers.”

The program also includes access to an expanded TikTok Shop creator affiliate network, enabling approved creators across the EU to promote products and earn commissions.

TikTok has been working to integrate shopping into its app to emulate the success seen with in-stream shopping on Douyin, its China-based counterpart. According to KrAsia, Douyin generated more than $500 billion in gross merchandise volume in 2025, underscoring the huge potential of in-stream commerce. By comparison, Marketing Maze reported that TikTok brought in $26.2 billion GMV in the first half of 2025.

Given the disparity in these figures, it is logical that TikTok would prioritize shopping and rapidly expand its shopping tools to more regions.

However, TikTok's European shopping expansion has not been without challenges. In 2022, the company was forced to scale back its U.K. shopping push due to operational difficulties and a lack of consumer interest. TikTok had allegedly imposed tough conditions on its U.K. commerce staff, including regular 12-hour days, improbable sales targets, and questions regarding entitlements.

That, combined with a general lack of early traction, forced TikTok to reassess its European commerce strategy and explore new ways to integrate shopping into the app. That reassessment has clearly yielded results.

Last year, TikTok Shops in the U.K. reported 60% year-over-year growth for the beauty category, and the app is now the fourth-largest beauty retailer in the nation.

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