Selling on TikTok Shop
Popular social media platform has also become a popular destination for online sellers. Businesses can sell their products on TikTok Shop. And by reaching the right audience, this can even become an important sales channel. How does selling on this platform work and does it fit your business?
Content
- Why sell on TikTok?
- Getting started
- Shop Tab and video content
- Seller fees
- Content strategy
- Reaching a bigger audience with influencers
Why sell on TikTok?
TikTok has become one of the most popular social media platforms in Europe, like Instagram and Facebook. It is particularly popular with young consumers, like Gen Z and younger. The platform has more than 200 million users in Europe. Because of that, using TikTok as a sales channel can help you reach more customers quickly.
To facilitate selling on the platform, TikTok has created TikTok Shop. With this ecommerce solution, integrated in TikTok, online sellers can create a store page. This functions like an in-app store, which enables consumers to place orders without having to leave the app.
TikTok Shop was launched in the United Kingdom in 2021 and expanded into the rest of Europe in 2024 and 2025. By 2024, there were already more than 200,000 sellers on the platform in the United Kingdom. It is expected that similar increases will also take place in the rest of Europe.
Getting started
To start selling on TikTok, you will need to sign up to TikTok Shop. This involves filling out an application, in which you need to verify your identity. As an individual seller, you wil need a passport or driver’s license. Corporate sellers need the business owner’s identification documents (a passport or driver’s license). Additionally, they need to show company certificate documents and a company address.
After filling out this application, the platform will review it within one to two days. The result will be sent via email. After this, you can start setting up your store.
Do you already have your own online store? Most ecommerce software providers have tools to help you integrate your store with this sales channel. Marketplace integrators can also help you connect your store to TikTok Shop.
Otherwise, you will need to manually add your products. It is possible to customize your TikTok sore page with your own branded design, which makes the shopping experience of your customers more uniform across all your sales channels.
Shop Tab and video content
With the launch of TikTok Shop, the app now has a Shop Tab. Users can access it to discover, browse and purchase products. It is located right next to ‘For You Page’ tab, which means that the visibility is high. The Shop Tab features a product search bar, as well as a shopping cart, promotional sections, personalized recommendations and category navigation.
The Shop Tab is also where users can find your products. They will be shown in search results, in category-based recommendations, in the personalized product feeds and in featured promotional spaces. The Shop Tab will give your sales channel more visibility, beyond viral video moments.
Users can also still come across your store in videos. To make sure that happens, you will need to post content. Creating a content strategy and posting regularly will increase your visibility.
Seller fees
As of January 2026, TikTok Shop has raised its commission fee rates in Spain, Germany, Italy, France and Ireland from 5 to 9 percent. These fees are now in line with commission fees in the United Kingdom, which were also raised from 5 to 9 percent after an introductory period in September 2024.
Compared to other online marketplaces, the commission fee is still relatively low. On eBay, for example, seller fees are between 5 and 14.9 percent. On Amazon, seller fees range from 7.14 to 15.3 percent.
Sellers on TikTok Shop can reduce their commission fee rates in some cases. The platform has category-level reductions, for electronics products (including beauty and personal care electronics). Commission fees in this category are 7 percent. And new sellers signing up after January 2026 may be eligible to enjoy a commission fee rate of 4 percent, for up to 60 calendar days.
Making content
If you are already selling on Instagram, you already know that a social media platform is not just a storefront. You will also need to create content. TikTok is a video-based platform. This means that you will need to post entertaining, snappy videos.
As users scroll through content on this platform, you need to find a way to make your viewers stop scrolling. Taking a look at the For You Page can help, which videos are successful (which get the most like and responses)? You could base a content plan on what you learn here, but make sure that you offer a balanced offer of videos.
You could post:
- Tips or insights
- Trend-based videos
- Behind-the-scenes moments
- Customer Q&A
- Product demos or storytelling-style content
Shoppable tags and live shopping events
When you have added products to your TikTok store, you can add shoppable tags in your videos. When TikTok users click on the tag, they will immediately be shown a pop-up of your product page. This makes shopping a lot easier and more accessible for users, as they do not even have to leave the app and can start shopping via a post.
In addition to posting videos, you can also host live shopping events. This is basically a live stream, which is a great way to showcase your products and answer customer questions in real-time. For example, if you are selling beauty products, in a live shopping event you can show users how to apply and style it.
Reaching a bigger audience
Playing into trends, by using trending audios and using the right hashtags will help you in reaching a bigger audience. You could also collaborate with influencers or with creators who have a large following.
If they like your brand, they could even continue promoting you over a longer time. They also often host live shopping events, which is a great opportunity to showcase your products to their audience.
