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TikTok Shop has expanded to Austria, Belgium, the Netherlands, and Poland. 

Jun 03 2026

TikTok Shop has expanded to Austria, Belgium, the Netherlands, and Poland. TikTok Shop has had a slow rollout in the region, but according to their data, the platform has 200M monthly users across Europe, so the expansion may offer a new lucrative revenue stream for brands. In addition to allowing users across the EU to discover and purchase products, the expansion also includes the “Sell Across Europe” initiative and expanded creator affiliate network for EU creators. Between late 2024 and early 2025, some Europe markets saw more than 100K sellers join TikTok Shop. In the U.K. alone, TikTok Shops reported a 60% year-over-year growth in the beauty category. YPulse data shows that TikTok Shop is especially big among British Gen Z, but it still has some growing to do across Europe—and with these expansions, it likely will. (Social Media Today)

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