How to sell effectively on TikTok Shop? The beginner’s guide

TikTok Shop allows European brands to sell directly within the TikTok app. Thanks to its immersive video formats and massive audience, the platform has become an essential lever for social commerce. Here is a complete guide to getting started easily on TikTok Shop with Lengow.

What is TikTok Shop and how does it work?

TikTok Shop is TikTok’s native e-commerce solution, allowing sellers to offer their products via:

• An integrated shop in their TikTok profile
• Shoppable videos in the feed
• Interactive and engaging live shopping sessions

Users can discover, click, and buy without leaving the app. That’s what makes it such a seamless conversion channel.

Requirements to sell on TikTok Shop in Europe

Here are the eligibility conditions to open a TikTok Shop store in Europe:

• Be a registered business in France, Spain, Italy, Germany or Ireland
• Have a legal representative based in the country
• Stock located in one of the 5 countries
• Accept or reject orders within 48h
• Ship within 72h (excluding weekends)

📦 Note: TikTok offers a Fulfillment service only in Germany and Spain.

Steps to open your TikTok Shop

1. Create a seller account on TikTok Shop Seller Center.
2. Submit your business information and legal documents.
3. Set up your settings (shipping, returns, customer service).
4. Connect your product catalogue using a partner like Lengow.
5. Launch your first videos or lives with product links.

Tips for selling effectively on TikTok Shop

• Work on your product listing: clear titles, engaging images, optimised description.
• Use native formats: short videos, lives, challenges.
• Create promotional offers: coupons, flash sales, seasonal campaigns.
• Collaborate with TikTok creators: via targeted or open programs.
• Analyse your performance and adjust your content.

🎯 TikTok values authentic, entertaining content that aligns with its algorithm. Think “content”, not “ads”.

How Lengow supports your TikTok Shop integration

Lengow assists you at every step:

• Automatic connection of your e-commerce catalogue
• Offer segmentation by country or campaign
• Stock, order, and delivery tracking
• Synchronized marketing offer creation
• Support from marketplace experts

👉 Learn more about TikTok Shop integration with Lengow

Ready to sell on TikTok Shop?

Start taking advantage of the power of social commerce today. With TikTok Shop and Lengow, you can connect your products to a massive audience in just a few clicks.

Contact us to start your TikTok Shop with Lengow.