TikTok Shop Grows: 4 New EU Countries from 15 June 2026

TikTok Shop is becoming more European: from 15 June 2026, the marketplace is also available in Austria, Belgium, the Netherlands and Poland. For German sellers this is more than a footnote – because with the new “Sell Across Europe” feature, cross-border selling comes within reach. Here you can read what was officially announced and how to seize the opportunity without ending up in back-office chaos.

What TikTok announced

According to the TikTok Newsroom (28 May 2026), TikTok Shop launches on 15 June 2026 in Austria, Belgium, the Netherlands and Poland. This brings the number of European markets to ten – alongside the new countries these are already Germany, France, Ireland, Italy, Spain and the UK.

The scale behind it: according to TikTok, around 200 million people in Europe use the platform every month. Since the EU launch in late 2024/early 2025, more than 100,000 European businesses have joined TikTok Shop; TikTok puts daily gross merchandise value (GMV) growth between August 2025 and February 2026 at triple-digit rates. Sellers in the new markets can register in advance; they start selling from 15 June.

The really interesting part: “Sell Across Europe”

Shortly after the launch in the new countries, the “Sell Across Europe” feature is set to become available. It lets sellers sell in several EU markets with a single registration: product descriptions can be localised, and shipping to other participating countries runs via TikTok Shop logistics partners or approved carriers. In addition, sellers can use the creator affiliate network, through which approved creators across the EU promote products and earn commission.

What does this mean for you? For a German seller, the step into other EU countries has often been a hurdle of language, shipping and visibility. “Sell Across Europe” lowers exactly that hurdle – for example to reach Dutch or Polish buyers without building your own shop there.

How TikTok Shop works – briefly explained

The appeal of TikTok Shop lies in “discovery commerce”: products are not searched for but discovered while watching videos. The key building blocks in the new markets:

• In-feed and LIVE shopping: buy tagged products directly from videos and livestreams.
• Product Showcase: a product selection directly in the profile, including reviews.
• Shop Tab: a dedicated shopping area, rolling out in the new EU markets from July.
• Secure checkout: payment processing via vetted third-party providers.

LIVE shopping in particular is interesting for small sellers: an Etsy or Instagram seller of natural cosmetics, for instance, can demonstrate products live, give usage tips and offer sets – and receives direct customer feedback in real time.

Calculate first, then sell

As tempting as the reach is: TikTok Shop is a marketplace with sales commission, not your own shop. Check your costing before entering – we broke down the current conditions in our article on TikTok Shop 2026: fees for German sellers. And whether a marketplace is the right channel for you at all, or rather your own shop, is clarified in our comparison of online store systems. That marketplaces are currently the number-one growth channel is also shown by the HDE Online Monitor 2026.

What comes after the sale: documents and e-invoicing

Especially with cross-border selling, the back office quickly gets confusing: orders from several countries, different VAT cases, plus the e-invoicing obligation that applies in stages in Germany (more in our article on the e-invoicing obligation 2027/2028).

A note on our own behalf: we are currently integrating TikTok Shop into our SaaS platform Office1 Cloud. The integration is currently in the approval phase and is expected to become available soon – you will then be able to import your TikTok Shop orders directly and create compliant invoices from them, including e-invoice formats such as XRechnung and ZUGFeRD. That way selling on TikTok stays exciting while the invoicing runs cleanly and traceably in the background.

What does this mean for you? Plan the sales channel and the invoicing together – then revenue scales without bookkeeping becoming the bottleneck.

Frequently asked questions

From when is TikTok Shop available in the new countries?

From 15 June 2026 in Austria, Belgium, the Netherlands and Poland. Sellers from these markets can, according to TikTok, register in advance.

Can I sell into the new countries as a German seller?

That is what the “Sell Across Europe” feature is for, which is set to become available shortly after launch. It enables selling into several EU markets with localised product descriptions and shipping via logistics partners.

Is TikTok Shop worthwhile for small sellers?

That depends on product and target group. Strengths are reach and LIVE shopping; to consider are the sales commission and the effort for content. Calculate in advance whether the margin can carry the fees.

How do I create invoices for TikTok Shop orders?

Ideally you import the orders into office software and generate invoices from them. The integration of TikTok Shop into Office1 Cloud is in preparation and is intended to enable exactly that soon – including e-invoice formats.

Conclusion

The expansion of TikTok Shop to Austria, Belgium, the Netherlands and Poland opens up a new, high-reach channel for small sellers – with “Sell Across Europe” even across borders. Whoever takes the step should think of two things together: selling at the front and clean invoicing at the back. That is exactly what we are working on with the upcoming TikTok Shop integration in the Office1 Cloud.

Sources

1. TikTok Newsroom: TikTok Shop Expands Across Europe — Official announcement (28 May 2026): launch on 15 June 2026 in Austria, Belgium, the Netherlands, Poland; “Sell Across Europe”, features and market figures.

Note: This article does not constitute tax or legal advice. Details on availability and features may change. For your individual situation, please consult a tax advisor or lawyer.