‘One in five Spanish ecommerce sellers on TikTok Shop’

TikTok Shop has established a strong position in Spain’s ecommerce market in a relatively short time. Both buyers and sellers are embracing the social commerce platform. There are now 21,000 local sellers active on TikTok Shop in Spain.

TikTok refers to research by NielsenIQ (NIQ). The study shows not only that 18.7 percent of Spanish ecommerce businesses use TikTok Shop, but also that the platform is now the sixteenth-largest online retailer in Spain by sales volume. In the beauty segment, TikTok Shop’s impact is even greater.

Local sellers on TikTok Shop in Spain

Between November last year and April this year, TikTok counted a total of 21,000 local sellers on TikTok Shop in Spain. By comparison, Amazon stated in July 2024 that “over 15,000 Spanish SMEs sell through Amazon”. That was thirteen years after the launch of Amazon.es, where third-party sellers were welcomed from day one. In less than a year and a half, TikTok Shop managed to attract even more selling partners.

More Spanish partners than Amazon after thirteen years

According to TikTok Shop, Spanish businesses are tapping into the discovery commerce opportunities offered by the newcomer. In this model, purchases are not the result of targeted product searches, but the natural outcome of inspiring and entertaining content. The key ingredients are entertainment, authenticity, and real-time interaction, for example through Live Shopping.

Seventh-largest player in beauty

It is not only the youngest Spanish consumers who shop on TikTok Shop in Spain. The platform is popular among Gen Z, of whom 23 percent have already bought something. Adoption among millennials is higher at 30 percent, while adoption among Generation X is even higher at 40 percent. This includes shoppers up to around 60 years old. Fashion in particular is being disrupted: TikTok Shop is already said to be the seventh-largest player in Spain by online trade volume in this category.

TikTok Shop in Spain

Spain was the first country in continental Europe where TikTok Shop launched, in December 2024. TikTok’s fast-growing ecommerce arm has also built fulfillment capacity in the country. Sellers can use Fulfilled by TikTok (FBT) for storage, picking, packing, shipping, and returns. Asian sellers can also make use of TikTok’s European fulfillment network.