According to the report, TikTok Shop is actively gaining momentum in Europe after launching in France, Germany and Italy in 2025. Over the past 180 days, the platform has generated about $195 million in sales in Germany (in the top 10 product categories), $152 million in France, $118 million in Spain and $107 million in Italy. However, these figures are still well below the levels of more mature markets, primarily the U.S. and the U.K., Investing.com reported.
Analysts note that TikTok Shop forms a separate ecosystem where growth is driven by short videos and affiliate marketing. The platform is primarily focused on impulse purchases – cosmetics, corrective underwear, bio supplements, household chemicals and small appliances. At the same time, purchases are more often initiated not through search, but through content in the recommendation feed.
Influencers are the key sales channel
A separate emphasis in the study is placed on the affiliate model. In a number of countries, more than 80% of top sellers’ sales are generated through content creators who receive a commission for promoting products. This reinforces the role of Influencers as a key sales channel within the platform.
Despite the growth of TikTok Shop, its overlap with the assortment of major European fashion retailers remains limited. Analysts emphasize that players such as Next and Zalando continue to strengthen their market positions, even amid the emergence of new e-commerce formats.
TikTok Shop is becoming a prominent player in European e-commerce, but is still forming a parallel market – with different customer behavior and limited direct pressure on major fashion retailers.
