TikTok Shop has expanded into eight new European countries including Poland, the Netherlands, Belgium, Czech Republic, Austria, Greece, Portugal, and Hungary, further enlarging the traffic entry points in the European market.

Why is TikTok Shop Continuously Increasing Investment in the European Market?

TikTok Shop's European market is welcoming a new round of expansion. Following the successive opening of sites in the UK, Spain, Germany, France, and Italy,

On June 1, 2026, TikTok Shop cross-border e-commerce will open applications for merchants in Poland, the Netherlands, Belgium, Czech Republic, Austria, Greece, Portugal, and Hungary. Eligible merchants can take the lead in laying out new markets.

Europe has always been one of the regions with the strongest e-commerce consumption capacity globally. According to data disclosed by TikTok officials, there are currently more than 200 million users active on the TikTok platform in Europe every month, and more than 100,000 European companies have joined the TikTok Shop ecosystem, achieving rapid growth in the past period.

Unlike traditional e-commerce platforms, TikTok Shop adopts a "content + e-commerce" model: consumers can complete purchases directly while watching content, realizing a closed loop from discovering needs to placing orders.

This time, the newly opened national sites officially started recruiting for fully managed merchants and cross-border self-operated (POP) merchants.

For fully managed merchants, they can log in to the "Fully Managed Seller Center", supplement the main qualifications and relevant compliance and tax materials for the EU market, and then open the corresponding market, achieving one-stop sales globally.

For self-operated (POP) merchants, they can currently join through targeted invitations, and more merchants will be gradually opened for application later.

After the addition of these eight new sites, TikTok Shop's coverage in Europe will further expand, providing sellers with more localized business opportunities.

What Opportunities Do the Newly Opened Eight Countries Have?

1. Poland

As one of the largest economies in Central and Eastern Europe, Poland has a population of over 38 million. In recent years, Poland's e-commerce market has maintained rapid growth, consumers have a high acceptance of cross-border shopping, and the logistics system has been continuously improved, making it an important springboard for many sellers to enter the European market.

2. Netherlands

The Netherlands has the advantages of important European ports and logistics hubs. Local consumers have mature online shopping habits and higher per capita consumption capacity, which is very suitable for brand sellers to layout.

3. Belgium

Belgium is located in the core area of Europe, radiating the markets of France, Germany, and the Netherlands. For sellers who have already laid out European warehouses, they can further improve their coverage in the European market.

4. Czech Republic, Austria, Hungary

They belong to the growth markets in Central and Eastern Europe. The competition is relatively lower than that in Western European markets, but consumers' purchasing power continues to increase, and there is great development potential.

5. Greece, Portugal

The online consumption in the Southern European market has grown rapidly in recent years. With the expansion of TikTok users, the penetration rate of social e-commerce is expected to further increase.

III. Essential Compliance Requirements for Entering the TikTok European Market

There are many new opportunities in the European market, but compliance thresholds cannot be ignored. Sellers need to focus on the following aspects before joining:

1. Corporate Entity Qualifications

Provide a true and valid mainland enterprise business license or a local European company.

2. VAT Tax Compliance

Most European countries require sellers to complete VAT registration and declaration according to the law. If it involves local warehousing, cross-border sales or reaches the remote sales threshold, tax obligations must also be fulfilled according to local regulations.

3. EPR Product Compliance

EU EPR regulation continues to strengthen. Sellers involving the following categories need to complete corresponding national registrations: packaging law, electronics and electrical appliances, batteries. And the new PPWR packaging regulations to be implemented on August 12, products that have not completed EPR compliance may face risks such as removal from shelves and suspension of sales.

4. GPSR Product Safety Regulations

Since the implementation of the EU "General Product Safety Regulations (GPSR)", most non-food consumer goods entering the EU market need to meet relevant requirements. Sellers need to prepare product technical information, product label information, and EU responsible person information.

5. EU Responsible Person

Some products need to designate an EU responsible person. The responsible person is responsible for communicating with regulatory authorities and assisting in handling product safety-related matters.

6. Product Certification Requirements

Depending on the product category, it may involve CE certification, RoHS certification, REACH compliance, toy EN71 certification, etc. Sellers should confirm the regulatory category of their products in advance.

Finally:

TikTok Shop is accelerating the construction of a European social e-commerce ecosystem. For cross-border sellers, this is not only a new site, but also an important window period to seize the future European social e-commerce market.

For sellers who have already completed basic compliance layouts such as VAT, EPR, and GPSR, now is the best time to join early and seize market opportunities; while sellers who have not yet completed European compliance preparations should also plan related qualifications as soon as possible to avoid missing this round of growth dividends.

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