Selling on TikTok Shop
TikTok Shop brings content and shopping into one app. We run the channel end to end: from shop setup, through content and LIVE, to advertising and logistics.
Author: Artur Rompca · co-founder of Commercraft, more than 10 years in e-commerce · updated: October 2026
TikTok Shop is social commerce: people discover and buy products without leaving the app, directly from videos, LIVE streams and the Shop tab. The platform launched in Poland on 15 June 2026, alongside Austria, Belgium and the Netherlands. These joined the markets already running: the United Kingdom, Germany, France, Italy, Spain and Ireland.
Below is what we do, and where the details sit that decide your result.
- VAT23%
- e-commerce share of retail8.9% (2024)
- shopping online70% (2025)
- logisticsInPost, DPD, GLS
- VAT19%
- e-commerce share of retail~27% (2021)
- shopping online81% (2025)
- logisticsDHL, DPD, Hermes
- VAT20%
- e-commerce share of retail~14% (2024)
- shopping online80% (2025)
- logisticsColissimo, Chronopost, Mondial Relay
- VAT22%
- e-commerce share of retailno data
- shopping online56% (2025)
- logisticsPoste Italiane, BRT, GLS
- VAT21%
- e-commerce share of retail~20% (2024)
- shopping online71% (2025)
- logisticsCorreos, SEUR, GLS
- VAT21%
- e-commerce share of retail20 - 32% (2024)
- shopping online94%
- logisticsPostNL, DHL, DPD
Sources: VAT rates - Tax Foundation 2026; share of online shoppers - Eurostat (people aged 16-74 who bought online in the last 12 months, year in brackets); e-commerce share of retail - national and industry data (year in brackets). Return rates aren’t measured officially in the EU and methodologies differ; on average around 20% of orders, higher in fashion. Indicative data as of June 2026. The list of TikTok Shop markets - newsroom.tiktok.com (the launch in Austria, Belgium, the Netherlands and Poland on 15 June 2026) and the TikTok Shop commission policy, which lists 13 EU countries (read in October 2026). We show six of the 13 EU markets. The United Kingdom is a TikTok Shop market, but it sits outside the EU and therefore outside the scope of the sources above, so we do not show a card for it.
What we do on TikTok Shop
Shop setup and onboarding
We open and configure your TikTok Shop account. We connect your catalogue and set up delivery and payment methods. We put the process in order from the first listing, so your launch does not start with broken data.
Content and LIVE Shopping
On TikTok Shop, you sell through content: feed videos and LIVE streams with tagged products. We plan the content and the LIVE calendar so reach turns into sales rather than into views.
Content coaching and creators
We show your team how to make content that sells on TikTok Shop. Video format and length, strong hooks, showing the product in use, captions and hashtags. We teach your team to build content that works with the algorithm and for LIVE. We also open your shop to creators, review their requests against a profile agreed with you and bring you the best candidates for approval.
TikTok Ads
Product and video ads amplify organic reach and LIVE streams. We run campaigns with return in mind, keeping reach-building separate from sales campaigns.
Logistics and Sell Across Europe
The Sell Across Europe function lets you localise offers and ship to other EU markets from one account. We configure shipping, returns and expansion into further countries, using the platform’s logistics partners.
Compliance and analytics
We comply with the platform’s requirements (product data, GPSR) and analyse results at product and creator levels. We turn the numbers into decisions: what to scale, where to add budget, what to stop.
How the collaboration works, step by step
Account and shop setup
We open and configure your TikTok Shop account, connect your catalogue and set up delivery and payment methods.
Catalogue and platform requirements
We put the product data and the platform requirements in order, GPSR among them, so your launch does not start with broken data.
Content and the LIVE calendar
We plan feed videos and LIVE streams with tagged products, and we teach your team to build content that works with the algorithm.
TikTok Ads
We run product and video ads, keeping reach-building separate from campaigns aimed at sales.
Logistics and running the account
We configure shipping, returns and Sell Across Europe, and we analyse results at product and creator levels.
Who this service is for
We work with brands that want to sell where the customer watches first and buys second, without leaving the app. We change the most where:
The product can be shown in use on video, because here it is content that drives sales.
Your team is ready to film regularly and run LIVE streams, including in house.
Your product data and GPSR requirements are complete, or can be completed quickly.
Your margin carries shipping and returns, including expansion into other EU markets through Sell Across Europe.
Why TikTok Shop
100k+
European businesses have joined TikTok Shop in France, Germany, Italy, Spain and Ireland
13 EU markets
Germany, France, Italy, Spain, Ireland, Austria, Belgium, the Netherlands, Poland (from 15 June 2026), the Czech Republic, Greece, Portugal and Hungary
Triple-digit growth
the rate of daily GMV growth in these five markets between August 2025 and February 2026
Sources: newsroom.tiktok.com (28 May 2026) - the number of European companies selling on TikTok Shop and the rate of daily GMV growth between August 2025 and February 2026, both for France, Germany, Italy, Spain and Ireland. The list of markets - the newsroom.tiktok.com announcement of the launch in Austria, Belgium, the Netherlands and Poland on 15 June 2026 and the 13 EU countries named in the TikTok Shop commission policy of 29.09.2026 (read in October 2026).
About the author
Artur Rompca – co-founder of Commercraft. More than 10 years in e-commerce and marketplaces; has led brand expansion into foreign markets.
Want to enter TikTok Shop? Let’s talk.
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