Social Commerce and TikTok Shop: Markets, Live Selling, Operations
TikTok Shop and social commerce in 2026: market data, where TikTok Shop is live in Europe and beyond, live shopping trends and what brands need to run it.
Social commerce has moved from experiment to sales channel. According to Momentum Works, TikTok Shop's global gross merchandise value (GMV) reached $64.3 billion in 2025, up 94% year on year across 16 markets 1. In the US alone, GMV grew 68% to $15.1 billion 1. For brands across Europe and the Middle East, the question is no longer whether TikTok Shop matters, but whether it is available in their markets and whether their operations can support it.
This guide covers the market data, where TikTok Shop is live as of autumn 2026, how live shopping is developing, and what a brand needs in place before launching.
How big is social commerce?
The most-cited forecasts come from the US, where the data is deepest. In a December 2024 forecast, eMarketer projected US social commerce sales of $85.58 billion in 2025 and expected the market to pass $100 billion for the first time in 2026, with TikTok driving the bulk of growth 2. Its survey at the time found 49.7% of TikTok social shoppers bought on the platform at least once a month, more often than on Facebook, Instagram or Pinterest 2.
Momentum Works' 2026 report shows how that demand is distributed inside TikTok Shop 1:
| Sales channel (2025) | Share of TikTok Shop GMV |
|---|---|
| Short video | 50% |
| Shop tab (search and browse) | 36% |
| Live | 14%, up from 10% |
The same report gives a reality check. Of 803,500 US stores, more than half recorded no sales in 2025, while over 2,000 exceeded $1 million in GMV 1. Beauty and personal care was the largest category 1. Presence on the platform does not guarantee sales; content and creator distribution do the work.
Where TikTok Shop is available
TikTok Shop's footprint has widened quickly in Europe. The UK launched in late 2021, Spain and Ireland at the end of 2024, and Germany, France and Italy in spring 2025 3. On 15 June 2026 it launched in Austria, Belgium, the Netherlands and Poland, taking it to ten European markets 3. TikTok also announced "Sell Across Europe", which lets merchants register once and sell into other EU markets where TikTok Shop operates, using partnered logistics providers or approved carriers 3.
Outside Europe, TikTok Shop launched in Japan on 30 June 2025 and began operating in Brazil in May 2025 4. TikTok told media that monthly users in Japan in June 2026 were more than 30 times the July 2025 level, and that Brazil's average daily GMV in May 2026 was 102 times the level a year earlier 4.
For Gulf brands, there is no confirmed local launch yet. In August 2026 EcomCrew relayed an Ebrun report that TikTok Shop is eyeing Saudi Arabia, South Korea and Australia for the first quarter of 2027, but noted that TikTok and ByteDance had not confirmed it and that earlier expansion plans have stalled 5. Until then, Gulf-based brands can reach TikTok Shop customers only by selling into markets where it already operates.
Live shopping is growing fastest in the UK
Live selling is the format most associated with TikTok Shop, and the UK is Europe's most mature market. In July 2026 TikTok said the UK had passed 300,000 small business sellers, with sales through TikTok Shop Live up 55% year on year and more than 6,000 live shopping broadcasts a day 6. Retail Gazette reported examples including a single live event generating £100,000 in sales for one beauty brand 6.
Beauty leads. TikTok reported that beauty-focused live sessions in the UK grew 90% in 2025 and that the beauty category grew 60% year on year, citing NielsenIQ data placing TikTok Shop as the UK's fourth-largest beauty retailer 7. It also said the number of active creators on TikTok Shop UK rose more than 72% over the year 7.
Live works best for products that benefit from demonstration, limited-time offers and a recognisable host. It is also the most resource-intensive format, so most brands start with short video and affiliate creators before committing to a regular live schedule.
What brands need operationally
TikTok Shop is a marketplace, not just an ad placement. Running it well touches merchandising, logistics, creator management and media. The core building blocks are:
- Catalogue and pricing. Products need marketplace-ready listings and pricing that works after affiliate commission and platform fees. Momentum Works found that 15 of 27 US categories still saw price declines in 2025, so margin planning matters 1.
- Affiliate programme. In Seller Center, an "open collaboration" makes products available to all TikTok Shop creators at a standard commission rate the seller sets 8. Sellers can set a separate commission rate for orders driven by Shop Ads, which must be at least 30% of the standard rate in most markets 8.
- Paid media. Since July 2025, GMV Max has been the default and only supported campaign type for TikTok Shop Ads, replacing manually built Product and Video Shopping campaigns with TikTok Shop as the destination 9. Existing campaigns can be upgraded, using historical ROI as the target 9. That puts more weight on creative supply and accurate ROI targets than on manual targeting.
- Fulfilment and customer service. Fast shipping and responsive service affect a shop's standing. In Europe, cross-border sellers using Sell Across Europe will need partnered or approved carriers 3.
- Live production. A host, a run-of-show, stock and offers ready in advance, and someone moderating comments.
- Measurement. Because a large share of GMV comes from video and live content 1, reporting should connect content, creator and ad performance rather than treating the shop as a standalone channel.
Key takeaways
- TikTok Shop GMV reached $64.3 billion globally in 2025, with US GMV of $15.1 billion 1.
- It now operates in ten European markets, with a single-registration route to sell across the EU 3.
- No Gulf launch is confirmed; a Saudi entry in 2027 is reported but unconfirmed 5.
- Live is the fastest-growing channel in the UK, with sales up 55% year on year 6.
- Success depends on operations: affiliate commission, GMV Max campaigns, fulfilment and content supply 89.
What this means for your brand
If you sell in the UK or the EU, treat TikTok Shop as a marketplace launch with its own P&L, not a social media side project. Start with a focused range of products that demonstrate well, open an affiliate collaboration, and build a pipeline of creator videos before investing in live. Model margins with commission and ad spend included. For Gulf-based brands, use the time before any local launch to build TikTok audiences and creator relationships, and consider testing in a European market where your logistics already reach.
Sources
- [New report] TikTok Shop U.S. GMV grew 68% to reach US$15.1B in 2025 - Momentum Works, February 2026
- TikTok is driving US social commerce growth - eMarketer, December 2024
- TikTok Shop evolves into a pan-European marketplace - Ecommerce News Europe, June 2026
- TikTok Shop Reports 30-Fold User Growth in Japan, 102-Fold Rise in Brazil Daily GMV - EqualOcean, August 2026
- TikTok Shop Is Reportedly Eyeing Saudi Arabia, South Korea, and Australia for Early 2027 - EcomCrew, August 2026
- TikTok Shop hits 300,000 UK small business sellers as live sales surge - Retail Gazette, July 2026
- From 'Glass Skin' to British Favourites: TikTok Shop Drives Double Digit Beauty Growth in 2025 - TikTok Newsroom, January 2026
- How to set up an open collaboration in Seller Center - TikTok Shop Help Center, accessed October 2026
- About GMV Max migration for TikTok Shop Ads - TikTok Business Help Center, March 2026
Figures and product details are as reported by the sources listed, at the time of writing. Platforms change quickly, so check the latest documentation before acting on any single number.