Imagine an Asian beauty product sensation reaching European consumers not through lengthy international shipping, but directly from local warehouses. TikTok Shop is turning this vision into reality as it quietly transforms the e-commerce landscape across Europe.
European Expansion: Four New Markets by 2026
TikTok Shop has officially announced plans to launch in Poland, Portugal, the Netherlands, and Serbia by mid-2026. This expansion will bring its European presence to 11 countries, joining existing markets including the UK, Germany, France, Italy, Spain, and Ireland. The platform maintains consistent merchant onboarding processes across all markets to ensure operational simplicity.
This strategic move represents a crucial step in TikTok Shop's global expansion, aiming to build a more comprehensive and dynamic e-commerce ecosystem for international businesses.
UK Beauty Market: TikTok Shop Rises to Fourth Place
In the competitive UK beauty sector, TikTok Shop has emerged as the fourth-largest retailer, with 2025 sales growing 60% year-over-year. The platform sells approximately one beauty product every second, accelerating to five items every two seconds during peak November sales periods.
Skincare dominates consumer interest, with beauty livestreams increasing 90% annually. Korean beauty products show particular strength, with related searches surging 125%. The platform's low-risk market entry appeals to international brands, while UK-based creators have grown 72%, with hundreds now earning more than the national average annual salary through commissions.
European Logistics Upgrade: Local Warehousing for Asian Sellers
TikTok Shop now offers European fulfillment services, allowing Asian merchants to stock products in German, French, Italian, and Spanish warehouses. The platform handles storage, shipping, and returns, significantly reducing delivery times and operational costs.
The service also connects Asian sellers with European content creators, enabling direct sample shipments from local warehouses. This integrated "warehousing + delivery + influencer marketing" approach creates a streamlined expansion platform for Asian businesses.
Local Hosting Model Simplifies Operations
The newly introduced "Local Hosting" service reduces merchant burdens by managing all post-warehousing operations including listing, sales, logistics, and returns. Available to EU businesses and select Asian entities through invitation, qualifying merchants receive comprehensive support including product listing, marketing, and fulfillment services. Eligible products may receive up to 50% direct discounts and enhanced commission structures.
US Market Strategy: Enhanced Quality Control
Unlike Europe, TikTok Shop's US operations now require all orders to use platform-designated logistics, eliminating merchant self-fulfillment to strengthen quality control and delivery management.
Southeast Asia: Sustaining Rapid Growth
The Southeast Asian market achieved 100% annual GMV growth in 2025, with daily averages increasing 90%. Key shopping events like 6.6, Singles' Day, and 12.12 saw sales grow 123%, 230%, and 270% respectively, with short video-driven sales jumping 257% during December promotions.
For 2026, TikTok Shop Southeast Asia will prioritize "quality growth" and "sustainable ecosystem development" through expanded product categories, optimized merchant policies, and enhanced cross-border logistics.
Full Hosting Model Lowers Entry Barriers
The Full Hosting model, launched in Q1 2026, offers cash incentives to service agencies that help merchants meet product listing and sales targets, with rewards reaching up to $140 per qualified agency.
US Holiday Sales Showcase Content-Driven Growth
TikTok Shop's US "Holiday Haul" event concluded successfully, with merchant-operated (POP) sales growing 130% and brand sales increasing 160%. Full Hosting model merchants saw 110% growth, while overseas warehouse fulfillment drove 280% spikes.
Content creation tools fueled the surge, with AI-assisted posts increasing threefold and influencer videos being published at one-per-second rates. The platform plans a Spring 2026 shopping event, encouraging merchants to prepare seasonal products.