Short answer
TikTok Shop is open in the UK and in 13 EU countries.
Spain and Ireland launched in December 2024, Germany, France and Italy on 31 March 2025, and Austria, Belgium, the Netherlands and Poland on 15 June 2026; TikTok's own transparency report adds Czechia, Greece, Portugal and Hungary on the same day. Across the EU the commission fee is 9% (VAT included), new sellers pay 4% or 2% for their first 60 or 90 days, and affiliate creators need 500 followers in their own country and to be 18 or older.
Where is TikTok Shop open in Europe?
- 14
- European markets: the UK and 13 EU countries
- The 13 are the countries TikTok's EU Academy policies say they apply to.
- 200M
- people in Europe use TikTok each month, by TikTok's count
- 100,000+
- businesses joined in France, Germany, Italy, Spain and Ireland
TikTok newsroom, "TikTok Shop expands across Europe" (28 May 2026); TikTok Shop EU creator eligibility policy (03/09/2026).
The UK runs on its own Seller Center and Academy with its own fees, covered in TikTok Shop for UK sellers and creators. The EU markets share one set of policies, one fee schedule and one creator rulebook, published on each country's TikTok Shop Academy (seller-de, seller-fr, seller-ie and so on) with the same text.
TikTok's announcements don't agree on the 2026 list. Its 28 May post names four new markets for 15 June: Austria, Belgium, the Netherlands and Poland. Its Digital Services Act transparency report of 31 August 2026 says eight launched that day, adding Czechia, Greece, Portugal and Hungary, and the EU Academy policies list all 13 EU countries. We found no newsroom launch post for those four, so treat them as open on TikTok's policy pages but quietly launched.
When did TikTok Shop launch in each European market?
TikTok Shop launches in Europe, from TikTok's newsrooms
- Sep 2021United KingdomThe first European market. TikTok's own pages we read don't give the date; trade press (Startups.co.uk) puts it in September 2021.
- 10 Dec 2024Spain and IrelandSpain for Spain-based businesses only, with seller sign-up from February 2025. Ireland "this week", for businesses and shoppers based in Ireland, with Guaranteed Irish as partner.
- 31 Mar 2025Germany, France and ItalyAnnounced on 27 March by each country's newsroom: 25.1 million users in France and 22.8 million in Italy, by TikTok's count, and Fulfilled by TikTok in Germany.
- 21 May 2026Ireland opens to every Irish brandTikTok Shop Ireland moves from invite-only to open, and says it has paid Irish creators more than €2 million in commission since launch.
- 15 Jun 2026Austria, Belgium, the Netherlands and PolandSeller registration from 1 June in Austria, Belgium and the Netherlands. TikTok's transparency report lists Czechia, Greece, Portugal and Hungary on the same day.
- From Jul 2026The Shop tab in the new marketsThe marketplace tab rolls out to users in the new EU markets.
TikTok newsroom posts for Spain and Ireland (10 Dec 2024), Germany, France and Italy (27 Mar 2025), Ireland (21 May 2026), Europe, Austria, Belgium and the Netherlands (28 May 2026), Poland (15 Jun 2026), and the DSA transparency report (31 Aug 2026).
What changed for TikTok Shop Europe in 2026?
- Sell Across EuropeSellers registered in one EU market can open shops in the others, localise listings and ship through TikTok's logistics partners or approved carriers. TikTok said it would arrive "shortly after" 15 June.
- Cross-border affiliatesApproved creators can promote sellers from other EU countries in their own market and earn the commission.
- Cheaper first monthsNew sellers in the 2026 markets pay 2% for 90 days; in the first five EU markets it's 4% for 60 days. Both from 15 June 2026.
- A pilot for new creatorsCreators approved in Ireland, Spain, Italy, France or Germany after 30 June 2026 start with a 30-day pilot capped at 21 shoppable videos a week.
- Poland's checkoutCards, Apple Pay, Google Pay and BLIK, delivery by InPost, DPD or GLS within 4 working days, and returns for at least 30 days.
- Ireland goes openAny Irish brand can now join, after a year and a half of invite-only selling.
Posts on TikTok from third-party accounts talk about a further launch in October 2026. We found nothing on TikTok's newsroom about it on 16 October, so we've left it out until TikTok says it.
Who can sell on TikTok Shop in Europe?
- Sole traderA registered one-person business
- Age18 or older
- IDAn EU-issued passport, ID card or equivalent
- AddressA domestic address, with a bill or statement from the last 3 months
- StockHeld, shipped and returned in the country you register in
- BankIn the name on your ID, at an EU bank
- Check: VAT numberNeeded only in Germany and Italy
- CompanyIncorporated in the country it registers in
- AgeNo age rule for the company
- IDThe representative's EU ID and home address
- AddressA business address, with proof
- StockHeld in the country of registration
- BankA business account in the company's name
- Check: VAT numberOptional, except in Italy
- Individual sellerNo registered business
- No: WhereNot offered in the Netherlands, Poland or Belgium
- Tax numberA personal tax number in Germany and Italy only
- Check: NoteThe onboarding guide offers it; the registration policy only names sole traders and companies
TikTok Shop EU seller registration policy (21/09/2026) and EU seller onboarding guide (01/06/2026).
Every seller sends an unredacted first page of a bank statement and goes through a probation period per shop. Importers also carry the import VAT and customs duties when goods first enter the EU. For how a shop works once it's open (listing, samples, creators), the US walkthrough in selling on TikTok Shop in the US follows the same steps; only the fees and documents differ.
What does TikTok Shop charge sellers in Europe?
Commission fee per order, VAT included
| EU standard | 9% |
|---|---|
| EU electronics and beauty devices | 7% |
| New seller, first five EU markets | 4% |
| New seller, 2026 markets | 2% |
| UK standard | 9% |
TikTok Shop EU platform fee reduction guide (29/09/2026), commission rates by category (16/09/2026), and TikTok Shop UK's fee page (15/09/2025).
The EU fee is (net sales + shipping the customer pays − refunds) × the category's rate, and a fully returned order gets its whole fee back. To get a new-seller rate, the shop has to be your first in the EU, ship from EU stock, sell products that are substantially different from ones already sold there, and accept TikTok's "mission" and upload at least 5 in-stock products within 15 days. The reduced rate starts when the mission is done.
| Fee | TikTok fee per order | Profit per order (margin) |
|---|---|---|
| Standard 9% fee | €2.14 | €6.39 (26.9%) |
| New seller in France, Germany, Italy, Spain or Ireland (4% for 60 days) | €0.95 | €7.58 (31.9%) |
| New seller in a 2026 market (2% for 90 days) | €0.47 | €8.05 (33.9%) |
We ran a typical own-brand product through our commission calculator's seller logic: €24.99, €7.00 to make, €4.50 postage (free to the buyer), €0.50 packaging, 5% returned, a 15% creator on every order, over 100 orders. Postage, packaging and costs are our assumptions. The 2% rate adds €1.66 profit per order against the standard fee, and the 4% rate €1.19; at 100 orders that's €166.18 and €118.70.
Who can be a TikTok Shop affiliate in Europe?
- EU (13 countries)Policy page500 followers
- Age18 or older
- Yes: Followers500 in the country you apply for; you keep access unless you drop more than 100 below it
- AccountUsed from the country it was registered in; not a government or political account
- HistoryNo permissions revoked before, on this or an earlier account
- Poland1,500 followers, by the launch post
- Check: FollowersTikTok's Polish launch post (15 June 2026) says at least 1,500
- PolicyThe EU policy, dated later (3 September 2026) and listing Poland, says 500
- United Kingdom500 followers
- Age18 or older
- Followers500, with the same 100-follower grace
- PayoutTo a UK bank through Stripe
TikTok Shop EU creator e-commerce permissions eligibility policy (03/09/2026); TikTok newsroom Poland (15 Jun 2026); TikTok Shop UK creator eligibility policy (03/09/2026).
The creator pilot in Ireland, Spain, Italy, France and Germany
- 30
- days, after approval
- Extended by another 30 if you miss the targets.
- 21
- shoppable videos a week, at most
- Deleted, private or removed videos still count.
- 1 of 3
- targets to graduate
- 6 shoppable videos of 8 seconds or more, one LIVE of 5 minutes or more, or 10 orders; and at least 176 health points.
TikTok Shop EU creator e-commerce permissions eligibility policy (03/09/2026). Creators approved before 30 June 2026 aren't enrolled.
The pilot is for creators with no official or marketing link to a seller; brand-run accounts bind to their shop instead. For the US and Philippine rules next to these, see the TikTok affiliate program by country.
How are TikTok Shop affiliates paid in Europe?
- 1. Commission is worked out(revenue − refunds) × the rate the seller set. A targeted offer beats the open rate on the same product.
- 2. It's due after deliveryOn the 3rd or 15th day after the order is delivered, by the seller's settlement period. Returns and disputes can hold it.3 or 15 days
- 3. You pass KYCYour name must match the bank account, and can't be changed after you submit it.
- 4. It goes to your bankA local bank account, paid through Stripe. Tax problems such as DAC7 non-compliance block automatic payouts.
DAC7 is the EU's reporting rule for digital platforms: TikTok passes sellers' and creators' earnings to the tax office of the country they live in. The EU payout page doesn't state a minimum withdrawal. If anyone asks you to pay a fee before you can earn TikTok Shop commission, it isn't TikTok: see how to spot TikTok Shop scams.
How do the European markets compare side by side?
| Market | Launched | Sellers | New-seller rate | Affiliate bar |
|---|---|---|---|---|
| United Kingdom | Sep 2021 | UK sole traders and companies, UK stock | Exists, no figure published | 500 followers, 18+ |
| Spain | Dec 2024 | Spain-based businesses; sign-up from Feb 2025 | 4% for 60 days | 500 followers, 18+, pilot |
| Ireland | Dec 2024 | Irish businesses; open to all since May 2026 | 4% for 60 days | 500 followers, 18+, pilot |
| Germany | 31 Mar 2025 | German sellers via Seller Center; VAT number for sole traders | 4% for 60 days | 500 followers, 18+, pilot |
| France | 31 Mar 2025 | French businesses via Seller Center | 4% for 60 days | 500 followers, 18+, pilot |
| Italy | 31 Mar 2025 | Italian businesses; VAT number for every business type | 4% for 60 days | 500 followers, 18+, pilot |
| Austria | 15 Jun 2026 | Austria-headquartered businesses; sign-up from 1 June | 2% for 90 days | 500 followers, 18+ |
| Belgium | 15 Jun 2026 | Businesses in Belgium; no individual sellers | 2% for 90 days | 500 followers, 18+ |
| Netherlands | 15 Jun 2026 | Businesses in the Netherlands; no individual sellers | 2% for 90 days | 500 followers, 18+ |
| Poland | 15 Jun 2026 | Polish companies; no individual sellers | 2% for 90 days | 500 (policy) or 1,500 (launch post) |
| Czechia, Greece, Portugal, Hungary | 15 Jun 2026, by the DSA report | Covered by the EU policies; no newsroom launch post found | 2% for 90 days | 500 followers, 18+ |
What didn't we check?
Not checked
- Partly: Whether Czechia, Greece, Portugal and Hungary take sellers yet: the seller registration policy lists eight countries and leaves them (and Austria) out.
- Partly: The UK's exact launch date: TikTok's UK pages we read don't give one.
- Partly: How long seller approval takes: we didn't open a shop in any market.
- Partly: Whether Sell Across Europe is live in every market today, and the settlement periods for EU sellers.
- Partly: Real costs: postage, packaging and product costs in the example are our assumptions.
- Partly: Country tax rules beyond what TikTok's pages say: ask an accountant about VAT in your country.
