TikTok Shop’s sales in the United Kingdom surpass those of any other European market, with its gross merchandise value (GMV) projected to hit nearly €5 billion in 2024. The platform’s strong position in the UK results from its launch in early 2021 and the country’s high levels of online spending, where over 300,000 small and medium-sized businesses now operate through the service. This contrasts sharply with markets where TikTok Shop arrived later, such as Spain, where the feature only launched in late 2024.
In 2023, the UK alone accounted for 65% of all European spending on TikTok Shop, generating €2.63 billion in GMV—a figure more than double that of the next-largest market. Spain, despite its late entry, reached €570 million in sales, while France and Germany each contributed €360 million and €350 million, respectively. Italy, with €150 million, demonstrated the widest regional disparity in adoption and spending.
Analysts at ECDB predict sales will nearly double across all European regions this year. The platform’s expansion into Ireland, the Netherlands, Belgium, Poland, and Austria, through its “Sell Across Europe” feature, has extended its reach to 12 European countries.
Cross-border sales between the UK and the European Union are currently in testing, with a full rollout scheduled for later this year. The pilot phase began on September 21, and a broader launch is planned for October 19.
