Shopping on TikTok: how TikTok Shop developed

TikTok Shop is TikTok’s built-in store, where people buy straight from a video, live stream or profile. In 2026 it runs in the US and ten European countries. In Ukraine, TikTok sells through websites and ads instead.

How did TikTok Shop start?

In 2021 TikTok tested in-app shopping in Europe, and the first version of this article reported on that test. At the same time the shop was launching in Indonesia and other Southeast Asian countries, where it quickly became a noticeable sales channel. Over time the feature grew into a separate service: TikTok Shop.

In the US, TikTok Shop fully launched on 12 September 2023. Products sell through videos, live streams, brand profiles and the Shop tab. The buyer checks out inside the app; the seller works through Seller Center.

Which countries have TikTok Shop in 2026?

According to TikTok, from 15 June 2026 the service is available in Austria, Belgium, the Netherlands and Poland, in addition to France, Germany, Ireland, Italy and Spain. Outside the EU it runs in the UK, the US and several Asian countries. Ukraine is not included.

The list keeps growing, so check the current seller terms for a specific market in Seller Center before planning sales: company registration, warehousing, shipping and returns requirements differ by country.

How can a business sell through TikTok without TikTok Shop?

The set-up is simpler than it sounds: a video sparks interest, and a link leads to a page where the person buys or leaves an enquiry.

1. Organic content. Product demos, behind-the-scenes, answers to questions. More on this: TikTok promotion.
2. Link in bio. A business account can add a website link. Use UTM tags to see visits in GA4.
3. A landing page for the video. Someone arriving from TikTok expects the product they just saw. The product page of your online store or a dedicated landing page must load fast on a phone.
4. TikTok Ads Manager. Traffic, website conversion or instant-form lead campaigns. Optimising for purchases requires TikTok Pixel and site events.
5. Messengers. For services and expensive products, sending people to Telegram, Viber or WhatsApp, where a manager answers questions, often works better.

Which products and services sell well on TikTok?

• Products whose effect shows on video: cosmetics, accessories, homeware, gadgets, clothing.
• Services with a visible result: renovation, cleaning, beauty salons, car detailing, training.
• Products for younger and middle-aged audiences who spend a lot of time on TikTok.

B2B services and products bought after long comparison are harder. For them TikTok builds awareness, while leads come from search and Google Ads.

What should you prepare before launching TikTok ads?

• A TikTok Ads Manager account and a brand business account, with the company owner holding access.
• TikTok Pixel on the site with events: product view, add to cart, lead, purchase. Add the Events API for accuracy.
• 3–5 vertical 9:16 videos of 9–30 seconds with different opening shots.
• A landing page that loads fast on a phone and continues the video’s message.
• GA4 goals, so TikTok can be compared with Google Ads and Meta on the same metric.

How do you evaluate TikTok as a sales channel?

Track clicks and orders from each video with UTM tags and compare cost per lead with other channels. Watch completion and saves: a video people finish is worth scaling with ads. For products best shown in action, a short video often explains more, and faster, than a product page.

Judge the channel over 1–2 months. The first videos and campaigns go into finding the right format and audience.

FAQ

Is TikTok Shop available in Ukraine?

As of September 2026, Ukraine is not among TikTok Shop countries. Businesses there sell through TikTok via website links, ads and messengers.

Can a Ukrainian company sell through TikTok Shop in the EU?

Seller terms depend on the country: registration, warehousing, shipping, returns. Check the requirements for each market in TikTok Shop Seller Center.

How much does TikTok advertising cost?

You set the budget. Cost per click and per lead depends on the niche, audience and creative quality, so it is estimated after the first weeks of testing.

Do you need a website to sell through TikTok?

In markets without TikTok Shop, yes. A website or landing page takes payment, captures leads and lets you track sales from TikTok.

Which matters more on TikTok, organic or paid?

Both together. Organic shows which videos land; ads scale the best of them to the right audience.

Sources

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