AMZ123 has learned that data recently released by the European e-commerce data agency ECDB shows that TikTok Shop's development in the European market is showing clear regional differences, with the UK still the platform's largest European market.

Data shows that in 2025, the UK contributed 65% of TikTok Shop's European consumer spending, with GMV reaching €2.63 billion. At the same time, European consumers' cross-border online shopping is also growing rapidly: in 2025, EU consumers spent €421 billion on physical goods online, 13.1% of which went to merchants outside the EU, and 90.2% of that spending went to Chinese e-commerce platforms.

TikTok Shop's leading position in the UK is related to its earlier market entry and the relatively high online spending level of British consumers. TikTok Shop launched in the UK as early as 2021, and more than 300,000 British SMEs now sell products on the platform.

Spain is TikTok Shop's second-largest European market. The platform entered Spain at the end of 2024, and local spending in 2025 was about €570 million, accounting for 14% of the European market. France and Germany followed, with spending of €360 million and €350 million respectively, each accounting for 9%; Italy reached €150 million, accounting for 4%. France, Germany and Italy all opened TikTok Shop at the end of March 2025.

Judging from this year's growth, ECDB expects TikTok Shop's GMV in the above European markets to nearly double. In 2026, TikTok Shop's GMV is expected to reach €4.89 billion in the UK, €1.05 billion in Spain, €670 million in France, and €660 million and €290 million in Germany and Italy respectively.

Notably, although these countries opened TikTok Shop at different times, ECDB expects their growth rates this year to be relatively close, meaning the platform is further expanding its transaction scale in the European market.

TikTok Shop's European footprint is also continuing to expand. In addition to the UK, Spain, France, Germany and Italy, the platform has been present in Ireland since late 2024 and entered the Netherlands, Belgium, Poland and Austria in June this year. With the rollout of the “Sell Across Europe” feature, TikTok Shop is further expanding across the pan-European market, enabling sellers to reach consumers in 12 European countries.

Cross-border sales have also become an important direction for the next phase of TikTok Shop's expansion. The platform is already testing cross-border sales between the EU and the UK. The pilot was launched for selected sellers on September 21 and is planned to expand further on October 19.

At the same time, cross-border e-commerce in Europe as a whole is accelerating. ECDB data shows that in 2025, European consumers spent €421 billion online on physical goods, of which 86.9% remained within the EU, while 13.1% went to markets outside the EU, equivalent to about €55.1 billion. Compared with only 2.3% of online spending going to non-EU merchants in 2020, the cross-border spending share has risen significantly.

Among the spending flowing outside the EU, Chinese e-commerce platforms hold a clear advantage. In 2025, European consumers spent a combined €49.7 billion on Temu, Shein and AliExpress, accounting for 90.2% of European spending outside the EU. This means that for every €10 in online spending leaving the EU, about €9 went to these three platforms. The United States received a 4.8% share and the UK 4.6%.

In the other direction, EU merchants' sales to non-EU consumers are significantly smaller. In 2025, EU e-commerce platforms and merchants sold €3.9 billion worth of goods to non-EU consumers, with 51% of those consumers from Switzerland, 18% from the United States and 10% from the UK. Switzerland was the largest destination for EU merchants selling to non-EU markets.

ECDB expects European cross-border e-commerce to maintain growth. This year, the share of online spending flowing to merchants outside the EU is expected to rise further to 15.2%. This means that as TikTok Shop continues expanding in the European market and Temu, Shein and AliExpress keep attracting consumers, cross-border transaction volume in the European e-commerce market still has room to expand further.

Author ✎  Summer/AMZ123
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Seller's Home Review

The UK remains TikTok Shop's core European battleground, and the €4.89 billion GMV confirms its monetization potential. Sellers should prioritize localized content and fulfillment in the UK while also paying attention to differentiated opportunities in markets such as Germany and France.

Source: TikTok Cross-border News
Original link: https://www.amz123.com/t/jRfdVOiU