TikTok Shop still much bigger in the UK than elsewhere in Europe

TikTok Shop generates far more sales in the United Kingdom than in other European countries. This year, the platform’s gross merchandise value (GMV) in its pioneering European market is expected to rise to almost 5 billion euros.

That is according to ECDB. The German ecommerce data provider has put TikTok Shop’s sales volumes across Europe into perspective.

TikTok Shop in Europe in 2025

Given its relatively early launch in 2021 and the country’s high level of online spending, it comes as no surprise that the United Kingdom is TikTok Shop’s largest European market. More than 300,000 British SMEs are now selling on the platform. The gap with other major ecommerce markets in Europe is substantial. Last year, the United Kingdom accounted for 65 percent of all European spending on TikTok Shop, with a GMV of 2.63 billion euros.

Spain is TikTok Shop’s second-largest European market

Spain, where the shopping feature was introduced at the end of 2024, was TikTok Shop’s second-largest European market last year, with around 570 million euros in spending, according to ECDB. That represented a 14 percent share. France followed with 360 million euros and Germany with 350 million euros, both accounting for 9 percent. Italy came next with 150 million euros and a 4 percent European share. TikTok Shop launched simultaneously in these three markets at the end of March 2025.

Almost doubling

Alongside its 2025 figures, ECDB also shares forecasts for TikTok Shop’s GMV development this year. Notably, the data provider expects a similar growth rate across all markets — close to a doubling — even though the shopping feature has been available much longer in some countries than in others:

New markets

In addition to the countries mentioned above, TikTok Shop has also been active in Ireland since late 2024, and in the Netherlands, Belgium, Poland and Austria since June this year. With the launch of ‘Sell Across Europe’, the platform evolved into a pan-European marketplace, enabling sellers to reach consumers in twelve European countries.

Cross-border sales pilot between EU and UK

TikTok Shop has now also started enabling cross-border sales between the European Union and the United Kingdom. A pilot with selected sellers has been running since 21 September, with a broader rollout scheduled for 19 October.