According to statistics from e-commerce data firm ECDB, 64% of TikTok Shop's GMV in four European markets is driven by shoppable videos. These four markets are Germany, France, Italy and Spain, with the remaining share split between livestreaming and product cards.

Looking at individual countries, Germany relies most heavily on video, with videos contributing 69.3% of local GMV.

In France, Italy and Spain, livestreaming accounts for around 20% of GMV, while in Germany it is only 13%. In Spain and Germany, product cards even account for a higher share of transactions than livestreaming. ECDB analysis notes that shoppable videos can continue to generate orders after being posted; algorithms may push them to new users at any time, and every exposure can create a new sales opportunity.

The sales window for livestreaming is limited to the few hours when the stream is live, and users must be online in real time to place orders.