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TikTok Shop still much bigger in the UK than elsewhere in Europe

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TikTok Shop still much bigger in the UK than elsewhere in Europe

TikTok Shop generates far more sales in the United Kingdom than in other European countries. This year, the platform’s gross merchandise value (GMV) in its pioneering European market is expected to rise to almost 5 billion euros.

That is according to ECDB. The German ecommerce data provider has put TikTok Shop’s sales volumes across Europe into perspective.

Given its relatively early launch in 2021 and the country’s high level of online spending, it comes as no surprise that the United Kingdom is TikTok Shop’s largest European market. More than 300,000 British SMEs are now selling on the platform. The gap with other major ecommerce markets in Europe is substantial. 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, where the shopping feature was introduced at the end of 2024, was TikTok Shop’s second-largest European market last year, with around 570 million euros in spending, according to ECDB. That represented a 14 percent share. France followed with 360 million euros and Germany with 350 million euros, both accounting for 9 percent. Italy came next with 150 million euros and a 4 percent European share. TikTok Shop launched simultaneously in these three markets at the end of March 2025.

Alongside its 2025 figures, ECDB also shares forecasts for TikTok Shop’s GMV development this year.



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