TikTok Shop Could Launch in Four New European Markets This Year

TikTok Shop's expansion is far from over. At least that's what recent media reports are suggesting. After establishing a foothold in six countries, the UK, Ireland, France, Spain, Italy, and Germany, the social commerce platform is setting its sights on four more markets in 2026: the Netherlands, Belgium, Sweden, and Poland.

Growth Trajectory

TikTok Shop is still in full growth mode. In 2025, the platform’s Gross Merchandise Value (GMV) nearly doubled compared to the previous year, posting a remarkable 93.9% increase. This momentum is expected to continue slower in 2026, with a projected growth rate of 52.6%.

While these figures are impressive, the European market remains a challenge. In 2025, only 5.4% of TikTok Shop’s global GMV came from Europe. Consumers are still cautious about social commerce, and TikTok faces competition from established e-commerce brands and low-cost Chinese platforms like Temu and AliExpress.

Where TikTok Shop Thrives

TikTok Shop’s biggest success continues to be in the United States, which accounted for 22.6% of its GMV in 2025. Southeast Asia is another stronghold, where social commerce has already become mainstream. Indonesia, for instance, is TikTok Shop's second-strongest market, where it generates 20.7% of its global GMV.

Europe, however, presents a mixed picture: while the potential is huge, unfamiliarity with the concept and consumer hesitation remain significant hurdles.

Advantages and Challenges

Despite these obstacles, TikTok Shop has several strengths that could help it win over European consumers:

• Massive user base: Millions of TikTok users offer a built-in audience for social commerce campaigns.

• Engaging content ecosystem: TikTok’s algorithm-driven feed allows products to go viral quickly.

• Seamless integration: Shopping features embedded directly in the app reduce friction for buyers.

Still, the platform will need to address consumer caution and educate users about the value of buying directly on TikTok to ensure long-term success.

If Expansion Continues: The Road Ahead

Expanding into the Netherlands, Belgium, Sweden, and Poland marks the next step in TikTok Shop’s European journey. If the platform can balance its growth ambitions with consumer education and trust-building, it may very well turn social commerce into a mainstream shopping option across the continent.