TikTok will expand TikTok Shop to Austria, Belgium, the Netherlands, and Poland starting June 15, following earlier launches in France, Germany, Italy, Spain, and Ireland, where more than 100,000 businesses have already joined. The company reported triple-digit growth in daily gross merchandise value across its initial EU markets between August 2025 and February 2026, and is aiming to replicate Chinese counterpart Douyin, which generated over $500B in GMV in 2025 (versus $26.2B for TikTok Shop in the first half of 2025). The new markets get the “Sell Across Europe” feature, which lets merchants localize product descriptions and ship across participating EU countries through partnered logistics providers.
