TikTok shop – what is it and can I sell on it?

For young entrepreneurs, especially those running small online shops across Europe, this shift is huge. TikTok has turned into a place where discovery and shopping happen at the same time. The same short videos that make people laugh or inspire them are also introducing them to products they didn’t even know they needed. In other words, TikTok has gone from being an entertainment app to becoming a sales channel that competes with giants like Amazon, Shopify, and Instagram Shopping.

And this is where TikTok Shop comes in. It’s not just a feature bolted onto the app—it’s at the heart of TikTok’s new role as a platform where creators, brands, and small business owners can sell directly to an audience that is already engaged and ready to buy.

TikTok Shop integrates shopping directly into the app

Here’s what makes TikTok Shop different from traditional e-commerce. Normally, when you’re selling online, you rely on people finding your store through search engines, ads, or maybe a social media post. But the buying process almost always pulls users out of the app they’re in and pushes them onto an external website or checkout page. That’s friction. Every extra click risks losing a potential customer.

TikTok Shop eliminates that problem by integrating the entire shopping process directly into the app. That means a user can watch a short video, tap on a tagged product, add it to their cart, and check out without ever leaving TikTok. The platform has essentially blended entertainment, discovery, and shopping into a single, seamless experience.

For sellers, this is game-changing. Your product can go from being seen in a creative, authentic video to being purchased in under a minute. And because TikTok’s algorithm is so good at matching content to the right viewers, you’re not just shouting into the void, you’re putting your product in front of people who are likely to be interested. Whether you’re into selling on TikTok directly, trying out dropshipping on TikTok, or looking for ways to promote your own brand’s catalog, the integration makes it easier than ever.

Purpose of this article

So what’s the point of this guide? In short, we want to answer the questions most people are asking: What is TikTok Shop, where is it available, and can you start selling on it as a small business owner in Europe?

If you’ve been curious about TikTok as a sales channel but aren’t sure how it works, this article is here to clear things up. We’ll break down what TikTok Shop actually is, how it fits into the wider e-commerce world, who’s eligible to use it, and most importantly, how you can start using it to grow your own online business.

We’ll also look at practical steps like registering as a seller, listing products, and managing your shop, as well as marketing tools such as shoppable videos, live shopping, and influencer partnerships. And of course, we’ll cover the fees and costs, because let’s face it—that’s always one of the first things entrepreneurs need to know before diving in.

Whether you’re already running a small e-commerce store and looking for new channels, or you’re considering testing dropshipping on TikTok as your first step into online business, this article will give you the full picture. By the end, you’ll know not just what TikTok Shop is, but whether it’s the right move for you and your business.

What is TikTok Shop?

At its core, TikTok Shop is TikTok’s built-in e-commerce feature. It was created to make the jump from watching a product in a video to buying it as smoothly as possible. Instead of forcing users to leave the app and complete a purchase on an external website, TikTok Shop keeps everything in one place. That’s a big deal, because in the fast-moving world of short videos, even a small distraction or an extra click can mean the difference between a sale and someone scrolling past your product.

When TikTok Shop is activated, you’ll notice a small shopping bag icon on a creator’s profile or next to certain posts. That’s the app’s way of signaling that a product is linked to the content you’re watching. Tap the icon, and suddenly you’re browsing a mini storefront without ever leaving TikTok. From there, it’s just a couple of taps to add an item to your basket and head straight to checkout. The process is designed to feel natural, almost invisible, blending shopping into the content rather than interrupting it.

For sellers, this is where the platform really shines. Instead of relying on long funnels, external landing pages, or clunky redirects, you can meet your potential customers exactly where they already are. That means no loss of momentum, no distraction, and no risk of losing the sale because someone didn’t want to switch apps. In other words, TikTok Shop turns a moment of curiosity into a real buying decision in seconds.

The shopping formats on TikTok Shop

To really understand how TikTok Shop works, it helps to look at the different ways products can appear inside the app. TikTok has developed a few key formats that let sellers connect with audiences in different contexts, each with its own strengths.

The first format is in-feed videos. These are the standard short clips that TikTok is famous for, except now they can be tagged with products. Imagine you’re showing off a new kitchen gadget, a pair of sneakers, or a skincare product. Instead of just telling people where to find it, you can tag it directly in the video. Viewers who like what they see can tap the tag and buy it instantly. This kind of integration is powerful because it keeps the focus on storytelling and entertainment while making the shopping step feel like a natural extension of the content.

The second format is live shopping. This feature lets you host livestreams where you can showcase products in real time. Think of it like a modern version of QVC, but in a TikTok setting—interactive, immediate, and often a lot more fun. During a live session, you can explain how a product works, answer questions from viewers, and share purchase links that appear directly on the screen. It’s personal, it’s engaging, and for many small businesses, it’s one of the best ways to build trust quickly.

Finally, there’s the Showcase tab, which acts as a dedicated shop window on your profile. When users tap on the tab, they can browse all the products you’ve listed in your TikTok Shop. This is especially useful for building credibility, because instead of just relying on one viral video to do all the selling, you give people a structured place to explore your full catalog. It also means that once someone becomes curious about your brand, they have an easy way to see everything you offer in one place.

Together, these three formats—in-feed videos, live shopping, and the Showcase tab—cover the full spectrum of how people use TikTok. Whether they’re passively scrolling, actively engaging with a live host, or deliberately exploring your profile, your products can always be just a tap away.

Where is TikTok Shop available?

If you’re curious about selling on TikTok Shop, the first step is checking whether the feature is available in your country. Unlike platforms such as Shopify or Amazon, which can be used globally right from the start, TikTok is rolling its commerce feature out market by market. The good news is that the list of supported countries has been growing quickly, and it now includes several big European markets.

At the moment, TikTok Shop is officially available in the United States and the United Kingdom, as well as a group of Southeast Asian countries where TikTok has a particularly strong user base. These include Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Sellers in these regions have already been experimenting with TikTok’s powerful blend of content and commerce for a while.

But here’s the exciting update for EU entrepreneurs: TikTok Shop has now expanded into Germany, France, Italy, Spain, and Ireland. This marks a huge shift because it opens the door for small businesses across Europe to sell directly on the platform without needing to route customers through external websites. For anyone running a small e-commerce brand in these countries, this is a chance to be an early adopter and capture attention before the space becomes more competitive.

Take Germany as an example. TikTok has millions of active users there, and the launch of TikTok Shop means those users can now browse and buy products directly in the app. The same goes for France and Italy, where fashion, beauty, and lifestyle products already dominate TikTok feeds. Add Spain and Ireland into the mix, and you’ve got five major European markets where entrepreneurs can start selling immediately.

Of course, not every EU country has TikTok Shop yet. If you’re based elsewhere in Europe, that doesn’t mean you should ignore the platform. Many sellers are already building strong followings, running ads, and driving traffic to their existing webshops while waiting for the Shop feature to launch locally. In a way, that puts you in a great position—by the time TikTok flips the switch in your country, you’ll already have an audience primed and ready to buy.

So, to recap: as of now, TikTok Shop is live in the US, UK, Germany, France, Italy, Spain, Ireland, and a cluster of Southeast Asian markets. But availability is expanding quickly, so it’s worth checking TikTok’s official seller documentation or Seller Center for the most up-to-date list before you make any big plans.

Who can sell on TikTok Shop?

By now, you might be wondering: “Okay, TikTok Shop sounds great, but can I actually sell on it?” The answer depends on whether you meet TikTok’s eligibility criteria. Unlike some marketplaces that let almost anyone sign up with just an email address, TikTok Shop takes a slightly stricter approach. This is partly to protect buyers and partly to make sure that the platform maintains a high standard of sellers and products.

Age and account type

To begin with, you must be at least eighteen years old. That might sound obvious, but since TikTok itself attracts a very young user base, the platform has to draw a clear line when it comes to selling. If you are a young entrepreneur in your twenties or thirties, you’re well within the required range. Just as important is the type of account you use. TikTok Shop is only available through a business account, so if you’re still using a personal profile, you’ll need to convert it. The process takes just a few minutes and also unlocks features like analytics and ad management, which are crucial if you want to sell seriously.

Residency in supported regions

Another requirement is your location. TikTok Shop isn’t open worldwide yet, so you need to be based in one of the countries where it has officially launched. Initially, that meant the United States, the United Kingdom, and several Southeast Asian markets. But now the platform has expanded into Europe, with Germany, France, Italy, Spain, and Ireland all joining the list. If your business is registered in one of these countries, or if you live there and plan to sell as an individual, you are eligible to apply. For those elsewhere in Europe, the best strategy is to use this time to build an audience and get familiar with TikTok’s ecosystem, so you’ll be ready to move fast once the shop feature goes live in your region.

Verification requirements

Once you’re sure your location is supported, you’ll need to go through TikTok’s verification process. Here the platform distinguishes between individual sellers and business sellers. Individuals are usually asked for a government-issued ID, such as a passport or driver’s license, as well as proof of address. Business sellers, by contrast, must provide a valid business license, incorporation details, and a tax identification number, like a VAT number if you’re operating in the EU. This process might sound intimidating, but in reality TikTok typically reviews and approves applications within a few working days.

Product compliance rules

TikTok also enforces strict rules on what can and cannot be sold. Some categories are completely banned, such as weapons, counterfeit goods, alcohol, tobacco, and adult products. Others fall into restricted areas that require special attention, including cosmetics, supplements, and certain health products. As an EU entrepreneur, this means you’ll need to check not only TikTok’s global seller policies but also the consumer regulations that apply in your own country. Staying compliant from the start saves a lot of trouble later.

Active communication channels

Finally, TikTok expects sellers to keep reliable communication channels open. When you register, you’ll need to provide an active email address and phone number. These are used for verification, for order and shipping notifications, and for resolving any issues with buyers. It may seem like a small requirement compared to business licenses and IDs, but maintaining accessible contact details is essential for building trust on the platform.

How to register as a TikTok Shop seller

If you meet the eligibility criteria and are ready to start selling, the next step is getting yourself set up on TikTok Shop. The registration process is fairly straightforward, but it does involve a few important stages that you’ll want to get right from the start.

Create or convert to a business account

The very first step is making sure you’re using a business account. If you already have one, you can skip ahead, but if not, you’ll need to convert your existing personal account or set up a new one. Switching is simple and can be done in the app’s settings. Having a business account is essential because it not only unlocks access to TikTok Shop but also gives you tools like analytics, advertising options, and the ability to add external links.

Access TikTok Shop Seller Center

Once your account is ready, you’ll need to head over to the TikTok Shop Seller Center, which is the dedicated portal for managing your shop. This is where all the action happens: you’ll register as a seller, upload your documents, add products, and later on track your orders and performance. The Seller Center is region-specific, so make sure you’re using the right version for your country.

Fill in your application

Next comes the application itself. TikTok will ask you for details about you or your business, depending on whether you’re registering as an individual seller or as a company. This is also where you’ll need to upload your documents. For individuals, that usually means a passport or national ID plus proof of address. For businesses, it will involve submitting your license, tax identification number, and incorporation documents. Being thorough here helps avoid delays in the review process.

Wait for verification

After you submit your application, TikTok will review it. The platform typically processes applications within one to three business days, although it can sometimes take a little longer if additional checks are needed. During this time, it’s a good idea to make sure your documents are valid and easy to read, since blurry uploads or expired IDs can slow things down. Once your application is approved, you’ll receive confirmation and can move on to the next step.

Set up your payment methods

With your account verified, you’ll need to link a payment method so that TikTok knows where to send your earnings. Usually, this means adding your bank account details or connecting to an approved payment gateway. The setup is fairly straightforward, but it’s worth double-checking that the details are correct to avoid issues when payouts start rolling in.

Configure your storefront

Finally, you’ll want to give your shop a professional look. This is where you set up your store name, upload a logo, and add a short description that tells customers who you are and what you sell. A well-designed storefront builds credibility, and since TikTok users often discover shops for the first time through videos or live sessions, having a polished storefront helps you convert casual browsers into buyers.

Listing and managing products

Once your TikTok Shop account is verified and your storefront is live, the real work begins: adding products and managing your inventory. This is the part where you bring your business to life on the platform and start making it easy for customers to find and buy from you.

Uploading products

The first step is uploading your products into the Seller Center. TikTok will ask for basic details like product titles, descriptions, prices, and stock keeping units (SKUs). You’ll also need to upload high-quality images, and in this case, presentation really matters. TikTok is a visual platform where content moves quickly, so clear and engaging images can make a big difference in whether someone clicks through to learn more about your product. Good descriptions also play a role, but keep them concise and customer-focused—explain what the product does and why it’s valuable, rather than just listing technical specs.

Syncing your inventory

If you’re already selling online through a platform like Shopify, you can make your life much easier by syncing your inventory. TikTok has integrations with Shopify and other e-commerce platforms, which means you don’t have to upload everything manually. Instead, your product catalog, stock levels, and even pricing updates can flow automatically between your store and TikTok Shop. This not only saves time but also reduces the risk of overselling items you don’t have in stock. For small business owners juggling multiple sales channels, this integration is a huge advantage.

Managing orders and returns

When customers place orders through TikTok Shop, everything is tracked and managed in the Seller Center. You’ll be able to see incoming orders, confirm them, arrange shipping, and process returns if necessary. TikTok has built its system to be straightforward, but the real key here is responsiveness. Buyers on TikTok expect fast communication and quick delivery, so managing your orders promptly goes a long way toward building trust and encouraging repeat sales. Returns are also part of the process, and while no seller loves them, handling them professionally is important for keeping your ratings high.

Using analytics and insights

Finally, don’t overlook the analytics tools built into the platform. TikTok Shop provides insights into your sales performance, audience demographics, and engagement levels. This data can help you spot which products are resonating with your audience, what price points are performing best, and even what times of day people are most likely to buy. For EU entrepreneurs, this information is gold—it allows you to adapt quickly to trends and make data-driven decisions instead of relying purely on instinct. Over time, paying attention to these insights can be the difference between a shop that stagnates and one that scales.

Understanding VAT and taxes on TikTok Shop

Taxes are one of those topics that many entrepreneurs would rather avoid, but if you’re planning to sell on TikTok Shop in Europe, it’s something you can’t ignore. The good news is that TikTok has made the process fairly straightforward by building VAT handling into its system. Still, as a seller, it’s important to understand where your responsibilities begin and end so you don’t run into trouble later.

In the European Union and the UK, TikTok is legally required to collect VAT on sales made through the platform. What this means in practice is that when a customer buys one of your products, TikTok calculates the VAT at checkout and includes it in the final price the buyer pays. TikTok then takes care of remitting that VAT to the relevant tax authority. From the buyer’s perspective, it’s seamless, and from your perspective, it means you don’t have to manually add VAT to every transaction.

That said, being a seller doesn’t mean you’re off the hook entirely. Even though TikTok collects and pays the VAT on your behalf, you are still expected to keep proper records of your sales and report them as part of your business accounts. If you are VAT-registered in your home country, those sales need to appear in your filings, and you’ll need to show clearly which part of the total was VAT. Think of TikTok as acting as the tax collector, but you remain responsible for the paperwork.

Another important point is registration. If you are running a small business in Germany, France, Italy, Spain, or Ireland and you exceed the local VAT threshold, you’ll need to be VAT-registered. In most cases, even if TikTok is handling VAT remittance, having a VAT number is essential for staying compliant and for claiming back input tax on your business expenses. This becomes even more relevant if you sell across borders within the EU, because cross-border rules can get complex quickly.

If you’re dropshipping on TikTok, the situation can be a little trickier. You’ll need to check whether your supplier is VAT-registered and how invoices are being issued. If goods are shipped from outside the EU into an EU country, import VAT may also apply, and it’s your responsibility to make sure that’s handled properly. Ignoring these details can eat into your margins and potentially cause compliance issues, so it’s worth getting clear on the setup before you start scaling.

The bottom line is this: TikTok simplifies VAT collection for EU sellers by building it into the platform, but you still need to keep clean records, understand your obligations in your home country, and register for VAT if your business requires it. Many small sellers find it helpful to use accounting software or tools that integrate directly with TikTok Shop, since these can automatically pull your sales data and keep your VAT reporting accurate.

So while taxes might not be the most glamorous side of selling on TikTok, getting them right will save you headaches down the road. Once you’ve got your VAT setup sorted, you can focus on the more exciting part—growing your shop and reaching new customers.

Fees and costs of selling on TikTok Shop

One of the first questions any entrepreneur asks before joining a new sales channel is simple: “How much is this going to cost me?” With TikTok Shop, the financial side is fairly transparent, but it’s still worth breaking down so you know what to expect.

No setup or listing fees

The good news is that creating a TikTok Shop and listing your products doesn’t cost a thing. There are no upfront registration fees, no monthly subscription costs, and no hidden charges for uploading your catalog. This makes TikTok particularly attractive for smaller sellers and startups who don’t want to commit large amounts of money before testing whether the platform works for their niche.

Commission fees

Where TikTok makes its money is on commission. For every product sold, the platform takes a percentage of the sale price. The exact rate depends on your product category and your region, but as a general rule, you should expect TikTok to take a small cut. It’s worth factoring this into your pricing strategy right from the start. If your margins are already thin, you’ll need to adjust your pricing to make sure you’re still profitable after commission. For most small businesses, though, the commission is a manageable cost in exchange for the visibility and integrated checkout that TikTok provides.

Advertising and promotional costs

While you can sell products organically on TikTok by creating engaging content, many sellers choose to boost their reach with paid advertising. TikTok Ads Manager allows you to promote products directly through shoppable videos, live shopping events, and other formats. These ads work on a pay-per-click or pay-per-impression basis, meaning you set your budget and pay according to the results. It’s entirely optional, but given how competitive TikTok can be, especially in popular categories like fashion or beauty, advertising can make a big difference in how quickly you grow. Think of it as fuel for your organic strategy: you can test what works with ads, then double down on content that performs well.

Payment processing fees

The final cost to be aware of is payment processing. Whenever a customer buys something through TikTok Shop, the payment needs to move from the buyer to TikTok and then to you. Along the way, standard transaction fees apply, much like they do on PayPal, Stripe, or any other payment service. These fees are relatively small but should still be included in your cost calculations, especially if you’re selling lower-priced items where margins are tighter.

So, in practice, the costs of selling on TikTok Shop come down to commission on each sale, optional advertising spend, and small payment processing charges. With no setup or listing fees, the barrier to entry is refreshingly low, which makes it possible for young entrepreneurs to experiment without heavy upfront investment. The key is to plan your pricing so these costs don’t eat into your profits and to see them as part of the trade-off for access to TikTok’s massive, engaged audience.

Final thoughts

TikTok has come a long way from being just a place for memes and dance challenges. With TikTok Shop, the platform has turned itself into a full-blown marketplace where discovery and shopping happen at the same time. Instead of separating entertainment from e-commerce, it blends the two in a way that feels natural to users and powerful for sellers. That combination of content, community, and commerce is what makes TikTok Shop stand out from other sales channels.

For entrepreneurs in Europe, especially those running small e-commerce businesses, the timing couldn’t be better. TikTok Shop is already live in key EU markets like Germany, France, Italy, Spain, and Ireland, with more countries likely to follow. This means you don’t have to wait years to join—you can start experimenting now, while the space is still fresh and competition hasn’t fully caught up. With the right setup, creative content, and a smart approach to product selection, TikTok Shop has the potential to become a powerful new revenue stream.

If you’ve been on the fence about trying it, think of this as your nudge. Check whether you meet the eligibility criteria, get your documents in order, and head over to the Seller Center to explore what’s possible. Even if you start small, the experience you gain now will put you ahead of the curve as TikTok continues to expand across Europe.

The opportunity is there, and it’s growing fast. TikTok Shop isn’t just another sales channel—it’s a chance to connect with an audience that’s already engaged, curious, and ready to buy. The question is, will you be there to meet them?