TikTok Shop for European brands: in which countries to sell and how to get started?

TikTok Shop is now live in ten European markets, five of them sellable through Lengow, and it has become the continent's fastest-growing sales channel. Its global GMV roughly doubled to about $64 billion in 2025 (Momentum Works), and more than 100,000 European businesses have already joined (TikTok).

For brands and retailers the practical questions are simple: where can you actually sell, and what does it take to launch? This guide maps the countries, the requirements, and how Darty and SharkNinja are already turning content into sales across Europe.

Which European countries can you sell in with TikTok Shop?

TikTok Shop launched in the UK back in 2021, reached Spain and Ireland in December 2024, added France, Germany and Italy on 31 March 2025, and opened Austria, Belgium, the Netherlands and Poland in June 2026, ten markets in all.

Through Lengow, you can currently sell in the five EU markets where our TikTok Shop connector is live: France, Germany, Italy, Spain and Ireland. The UK and the four newest markets aren't covered by the connector yet.

Lengow offers a single TikTok Shop Global EU channel that covers all five of these markets at once, so you can list and manage them from one setup instead of building a separate channel per country (setup guide).

What you need to get started

To open a TikTok Shop through Lengow, you need a company registered in one of the five eligible EU countries, stock held in one of those countries, and a legal representative based in the market where you want to sell. On the operational side, TikTok Shop expects fast fulfilment: accept orders within 48 hours and ship within 72. Fulfilled by TikTok (FBT), where TikTok handles storage and delivery, is available in selected markets, so check current coverage before you build your logistics around it.

Two companies already winning on TikTok Shop

Darty: a 40-day launch. The French electronics retailer (part of Fnac Darty, €7B group revenue) treated TikTok Shop France as a rare, unsaturated opportunity and moved fast. Working with Lengow, its long-standing marketplace and TikTok Ads partner, Darty went live in 40 days instead of the usual four to six months, and generated 100+ orders with a high average basket from the very first activations. The link between TikTok Ads and TikTok Shop, plus Lengow's feed and attribute-mapping work, let Darty reach a younger audience and become an early social-commerce pioneer among French retailers (read the Darty story).

SharkNinja: the pan-European playbook. The maker of Shark and Ninja is the clearest example of a repeatable European strategy. It proved the model in the US, where it was named TikTok Shop Seller of the Year, scaled it in the UK, where it is now the top small-appliance seller on TikTok Shop, and rolled the same formula across Europe, France, Spain and Germany among them (LSA Conso). The play is consistent everywhere: a clear brand split (Ninja for the kitchen, Shark for home and beauty), a few highly demonstrable "hero" products, and heavy use of creators and live shopping. In France, the month of 16 May to 15 June 2026 brought around €2.8M in GMV at a €187 average basket, with the Ninja CREAMi and SLUSHi alone driving roughly 85% of sales and lives contributing about a third of revenue (Kalodata). The impact isn't only on-platform: one French campaign lifted the featured product's sales across every channel, a "halo effect" the brand puts at up to 30% more sales. Darty shows how fast a retailer can launch; SharkNinja shows how far the model scales.

Why sell in more than one country?

The same video can perform very differently from one market to the next, so multi-country selling lets you test products where they resonate, spread logistics costs across shared stock, and build a European brand presence rather than a single-country one. It works best when you keep one central strategy and localise the execution.

How Lengow helps you sell across countries

The simplest route is Lengow's TikTok Shop Global EU channel: one multi-country connection for France, Spain, Italy, Ireland and Germany. If you're new to TikTok Shop, you start here and reach all five markets from a single setup. If you already run single-country TikTok Shop channels in Lengow, you keep those and use Global EU to add new markets. A catalogue segment lets you control exactly which products go live on the channel.

From there, Lengow lets you:

• Localise titles, languages and visuals per country
• Track performance by market from one centralised dashboard
• Segment promotions and product ranges by market

👉 Get started with TikTok Shop Global EU on Lengow

Conclusion: sell across Europe with TikTok Shop and Lengow

TikTok Shop has turned Europe into a live testing ground for content-driven commerce, and the companies moving first, from a fast-launching retailer like Darty to a live-selling brand like SharkNinja, are setting the pace. With Lengow, you can go live across the five supported EU markets and manage them all from one place.