TikTok Shop scaling fast

TikTok Shop is moving from side project to main sales channel, first in beauty and now across more of Europe’s retail stack. (beautymatter.com) (newsroom.tiktok.com) BeautyMatter, citing Pattern data published April 12, said more than 30,000 beauty brands are active on TikTok Shop and beauty on the platform is growing at 26%. Pattern said TikTok Shop gross merchandise value grew 94% year over year across the 70-plus channels it tracks. (beautymatter.com) The same report said 87% of top beauty revenue on TikTok Shop comes through affiliates, while 50% of social shoppers said they bought a beauty product directly because of a creator. TikTok said in June 2025 that beauty and personal care ranked among its top customer categories and that United States sales on TikTok Shop were up 120% from a year earlier. (beautymatter.com) (newsroom.tiktok.com) TikTok has been widening its European footprint in stages. The company launched TikTok Shop in Ireland and Spain in December 2024, then in France, Germany, and Italy on March 31, 2025, according to TikTok’s newsroom. (newsroom.tiktok.com 1) (newsroom.tiktok.com 2) Reports in 2026 point to the next markets. Ecommerce News Polska said on March 27 that Poland is preparing for TikTok Shop after Germany’s first year, and other industry reports have pointed to the Netherlands and Belgium as likely additions. (ecommercenews.pl) (forestshipping.com) TikTok is also adding the logistics needed to make in-app shopping work at scale. Ecommerce News Europe reported in January that Fulfilled by TikTok became available to Asian sellers through warehouses in Germany, France, Italy, and Spain. (ecommercenews.eu) The model is spreading beyond lipstick and skin care into groceries and household staples. Food Retail said on April 13, citing NielsenIQ, that TikTok Shop already has a 1.8% share of Spain’s fast-moving consumer goods ecommerce market and could top 500 million euros in sales there this year, with food representing 26% of spend. (foodretail.es) Traditional retailers are testing the channel unevenly. Food Retail said Lidl United Kingdom opened a TikTok Shop in February 2025 and Carrefour France followed later that month, while Lidl Spain told EFE it is watching international TikTok Shop moves but is still focused on store traffic and its own app. (foodretail.es) (mundodeportivo.com) TikTok is pitching this as “discovery e-commerce,” where video, live selling, and checkout sit in one app. TikTok said shoppers in the United States bought from more than 750 categories and that brands and creators hosted more than 8 million hours of live shopping in 2024. (newsroom.tiktok.com) The next test is whether that formula holds as TikTok Shop moves into more regulated European markets and lower-margin categories. For now, the evidence from beauty, Germany, and Spain shows the app is no longer just where products get noticed; it is increasingly where they get sold. (beautymatter.com) (ecommercenews.pl) (foodretail.es)