Shopping on TikTok: how TikTok Shop developed

In 2021 TikTok was testing in-app shopping in Europe, and this article reported on that test. The feature has since become a separate service, TikTok Shop.

Where TikTok Shop operates

TikTok Shop fully launched in the US on 12 September 2023, selling through videos, live streams, brand profiles and a Shop tab. In Europe, according to TikTok, the service has been available since 15 June 2026 in Austria, Belgium, the Netherlands and Poland, in addition to France, Germany, Ireland, Italy, Spain and the UK. Ukraine is not on that list.

What this means for Ukrainian businesses

• For sales in Ukraine, TikTok remains a reach channel: videos and live streams send people to a website, a messenger or a marketplace.
• Companies selling into the EU countries listed above can review the TikTok Shop requirements for each market in Seller Center.
• A website link in the profile and a dedicated landing page for each campaign make enquiries easier to measure.

How to evaluate the channel

Track visits and orders from each video with UTM tags and compare the cost per enquiry with other channels. For products that are best shown in use, a short video often explains the product faster than a product page.

Sources

• TikTok Newsroom: Introducing TikTok Shop (2023)
• TikTok Newsroom: TikTok Shop expands across Europe (2026)