The UK Generates Two of Every Three Euros TikTok Shop Makes in Europe

TikTok Shop generated €4.07 billion in GMV across Europe in 2025. Of those, almost two out of every three euros (65%) come from the United Kingdom. That concentration says as much about continental Europe as it does about the UK. Social commerce has taken hold among British shoppers in a way it has yet to match anywhere else on the continent. The question for 2026 is whether the rest of Europe starts to catch up, or whether the UK keeps carrying the trend.

The UK Generates 65% of TikTok Shop's European GMV

The distances between markets are large. Spain, the second-biggest market, makes up 14% of European GMV. France and Germany follow at 9% each. Italy contributes 4%.

Germany's position stands out. Europe's second-largest e-commerce market ranks behind Spain on TikTok Shop and level with France. Platform maturity clearly follows a different logic than overall market size.

Where shoppers already buy through social feeds, the platform expands. Where they don't, even a large e-commerce base translates into little GMV.

The 2026 Forecast: Doubling GMV, Same Distribution

TikTok Shop's European GMV is projected to nearly double by 2026. The growth is broad. Every market in the analysis is expanding at a similar pace, which means the distribution barely moves. The UK's 65% share is set to hold.

Parallel growth of this kind cuts two ways. Every market participates in the platform's rise, so none is stalling. At the same time, no continental market is closing the distance to the UK. Doubling from a small base still leaves a small share.

Four New Markets and One Registration for All of Them

The forecast covers only the established markets. In June 2026, TikTok Shop entered Austria, Belgium, the Netherlands and Poland, expanding its European footprint to ten markets.

The launch came with a structural change for merchants. A new "Sell Across Europe" feature lets sellers reach multiple countries through a single registration. Cross-border selling in Europe usually means separate registrations, VAT setups and logistics per market, a burden that keeps many smaller sellers domestic. Lowering that barrier could bring more sellers, and with them more selection, into the smaller markets faster than organic growth would. Both moves could push the platform's European growth beyond the current forecast.

Wrap-Up: Continental Europe Remains the Open Question

At least, that's the expectation. Social commerce has yet to take hold in continental Europe the way it has in other regions, and doubts about its potential in European e-commerce remain. The 2025 numbers back the skeptics: outside the UK, TikTok Shop's European GMV remains modest against the size of the markets it operates in. The growth rates back the optimists: continental markets are expanding as fast as the UK, just from further behind. Only time will tell whether TikTok Shop takes off here as it did in Southeast Asia, the UK and the US, or whether continental Europe stays social commerce's blind spot.