TikTok Shop is progressively settling into the European e-commerce landscape. But can we speak of real success? Between meteoric growth in the United Kingdom and adoption challenge in Germany, let’s take stock of the European situation.

 

Record performances in Europe in 2025

The summer TikTok Shop campaigns generated a growth of +122% of GMV for merchants managed in the EU, and +600% in the United Kingdom. Shops operated in an autonomous way saw their order volumes double.

➡️ Top 3 seller registration growths in Europe:

  • UK: +85%
  • France: +72%
  • Germany: +67%

📊 See chart “TikTok Shop Seller Growth Rate” (source: awisee) and 2025 breakdown: UK (40%), France (25%), Germany (15%), Italy (10%), Spain (10%).

TikTok Shop Growth Rate in Europe

 

TikTok Shop in France: a promising start

Launched on 31 March 2025, TikTok Shop quickly aroused the interest of French consumers. One week after its opening, 42% of French people declared knowing this new feature, and 36% said they were ready to make purchases there.

Among the pioneers are Carrefour, which launched between 200 and 300 non-food products on TikTok Shop, accompanied by weekly live shopping sessions hosted by influential creators.

France, with its 25.1 million monthly active users on TikTok, represents a strategic pool for the development of social commerce. Brands are experimenting there with a model based on “discovery commerce”, which mixes discovery, entertainment and one-click purchase — an approach perfectly aligned with the habits of Gen Z and Millennials.

 

Contrasted adoption depending on the countries

If the United Kingdom is ahead, Germany remains in start-up phase (TikTok Shop launched end of March 2025).

  • Gen Z (16–24 years old) is the most receptive: 40% declare wanting to buy via TikTok Shop.
  • Millennials convert better: 37% click rate, higher purchasing power.

Buyers remain cautious in Germany: only 22% of 16–64 years old plan to buy soon on TikTok Shop. 58% declare “probably not” (figures come from a representative Kantar survey carried out via the Kantar Online Omnibus among 1,014 people aged 16 to 64 in 2025).

 

Identified barriers: counterfeits and trust

Paradoxically, Gen Z (yet the most engaged) expresses the greatest concerns:

  • 52% fear fake products
  • 43% mention a lack of transparency about personal data

Baby Boomers are more tolerant but also much less inclined to use TikTok.

 

Why does TikTok Shop work nonetheless?

Convinced users highlight key advantages:

  • One-click purchase: “Swipe, pay, done” — formidable simplicity
  • Instant discovery: 35 to 38% buy a product seen in a video
  • Products found nowhere else: appreciated serendipity effect

💡 TikTok Shop capitalizes on spontaneity, video, algorithm and creators’ proximity.

 

Strategic focus of brands: visibility + conversion

  • Engage Gen Z: for reach and virality
  • Convert Millennials: for average basket

Brands like Darty are already structuring their strategies to integrate TikTok Shop in an omnichannel logic with Lengow’s help (see Darty LinkedIn publication).

 

Conclusion: A promising but still uneven success

TikTok Shop is clearly a lever of growth in Europe, especially in the United Kingdom and in France. But its adoption still depends on cultural, generational and logistical factors. The signs are positive — provided that trust is built, pedagogy is developed, and expectations are adjusted for each market.

Do you want to take advantage of TikTok Shop in Europe? Lengow supports you to succeed in each country.

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