AMZ123 has learned that recently, TikTok announced that it will officially launch TikTok Shop in Poland, the Netherlands, Belgium and Austria on June 15, 2026, further expanding its layout in the European market. Sellers can register and upload products from June 1, and users can directly browse, place orders and make payments within the TikTok app without jumping to other websites.

TikTok data shows that the platform is becoming an increasingly important entry point for consumer decision-making. About 70% of consumers have purchased products or services they had never touched before because they saw content on TikTok. In the past 30 days, 55% of TikTok users have actively searched for products on the platform, and another 70% of users have discovered new local brands and merchants through TikTok.

Adam Zaorski, a member of the TikTok Shop global e-commerce operation team, said that user behavior on the platform has gradually shifted from simply browsing content to "actively discovering products". Creator recommendations have a significant impact on consumer decisions, and the "discovery-based e-commerce" market is expected to reach $6.2 billion globally by 2030.

The core model of TikTok Shop is to combine content, live streaming and e-commerce. The platform mainly includes four sales entrances, namely "Recommended for You" short videos, live streaming, Shop label page and brand homepage. Among them, short videos and live streaming will be directly linked to product links, and consumers can complete the purchase by clicking.

TikTok will make a profit through transaction commission, with a standard commission rate of 9%, but the platform will temporarily reduce it to 2% in the Polish market at the initial stage, and no other additional fees will be charged.

At present, TikTok Shop has attracted thousands of Polish sellers to settle in, including brands and retailers such as MediaMarkt, Neonet, Rossmann, Empik, Reserved, Sinsay, Modivo, Samsung, Hebe, Wedel, Bakalland, Philips and Xiaomi.

TikTok predicts that fashion, beauty and electronic products will become the most popular categories, and FMCG (fast-moving consumer goods) category is also growing rapidly.

In the Dutch market, TikTok said that at present, more than 7.5 million Dutch users use TikTok to obtain entertainment content and consumption inspiration. The first brands to participate in TikTok Shop Netherlands include Meroda, Perfetti Van Melle, N Brands by Nikkie Plessen, Versuni and Cloudpillo, covering multiple fields such as fashion, beauty, electronic products and consumer goods.

TikTok will also open the "Sell Across Europe" function simultaneously, allowing Dutch and Polish sellers to sell products to other European markets where TikTok Shop has been launched. The TikTok platform will automatically localize product descriptions according to different countries. Sellers can either handle cross-border logistics by themselves or use TikTok's cooperative logistics service providers.

In Poland, TikTok Shop has reached logistics cooperation with InPost, DPD and GLS, and accessed Blik payment, while also supporting digital wallets such as Apple Pay and Google Pay. However, the platform does not provide "buy now, pay later" (BNPL) service at the initial stage.

The TikTok platform also provides an "Affiliate" system. After approval, creators can help brands promote products and earn commissions. Creators need to have at least 1,500 followers and go through additional audits. TikTok believes that this model can closely integrate "content, community and e-commerce" and provide new sales channels for brands.

In terms of seller management, TikTok said that all sellers need to go through an audit process, including submitting relevant business qualifications, brand authorization and product sales licenses and other documents. It usually takes about a week for product listing review. The TikTok platform will also continuously monitor the listed products to ensure compliance with the rules.

TikTok explicitly prohibits the sale of illegal goods such as drugs and weapons, and restricts some special categories of goods. For example, prescription drugs are prohibited from being sold, while cosmetics and electronic products are "restricted goods", and sellers need to submit additional certification documents and related proofs.

TikTok revealed that up to now, more than 700,000 seller accounts that do not meet the requirements have been removed from the TikTok platform, some of which were found to be in violation after registration. TikTok will continue to strengthen intellectual property protection and require sellers to provide brand authorization or product ownership proof.

TikTok Shop has been launched in France, Germany, Ireland, Italy and Spain. With the addition of Poland, the Netherlands, Belgium and Austria, its European market coverage will be further expanded. TikTok said that in the early stage of the future, the focus will be on establishing a stable platform operation system and gradually adapting to the rhythm and needs of different national markets.

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Seller's Home Review

The expansion of TikTok Shop in Europe provides sellers with a window period to seize new markets. The low commission dividend in Poland is particularly worthy of attention. It is recommended that cross-border sellers with relevant logistics and compliance preparations settle in as soon as possible during the registration opening on June 1 to take advantage of the first-mover advantage to layout incremental channels.

Source: TikTok Cross-border Information Original Link: https://www.amz123.com/t/6qsEl0gp