TikTok Shop generates far more sales in the United Kingdom than in other European countries, with its gross merchandise value (GMV) expected to rise to almost 5 billion euros this year. The platform’s sales volumes across Europe have been put into perspective by the German ecommerce data provider ECDB.
The UK leads as TikTok Shop’s biggest market in Europe, thanks to its early 2021 launch and high online spending habits. Over 300,000 small and medium-sized British businesses now use the platform for sales.
Last year, the United Kingdom accounted for 65 percent of all European spending on TikTok Shop, with a GMV of 2.63 billion euros. Spain is TikTok Shop’s second-largest European market, with around 570 million euros in spending, according to ECDB. The country’s shopping feature was introduced at the end of 2024, and it represented a 14 percent share.
France and Germany followed with 360 million euros and 350 million euros, respectively, both accounting for 9 percent. Italy came next with 150 million euros and a 4 percent European share. Notably, these three markets, including France, Germany, and Italy, saw the simultaneous launch of TikTok Shop at the end of March 2025, further expanding the platform’s reach in Europe.
A pilot for cross-border sales between the European Union and the United Kingdom has been running since 21 September, with a broader rollout scheduled for 19 October. Alongside its 2025 figures, ECDB also shares forecasts for TikTok Shop’s GMV development this year, expecting a growth rate close to a doubling.
