TikTok Shop is reshaping global beauty ecommerce by blending content, creators, and seamless transactions, especially as it expands across the EU. Here's what you need to know:
- After launching in the UK, TikTok Shop has been expanding to France, Germany, Italy, Spain, and Ireland, tapping into a massive and growing EU beauty market projected to reach $129 billion by 2029.
- TikTok Shop lowers entry barriers for smaller, mobile-native brands, helping them reach new audiences through creator-led storytelling, real-time feedback, and rapid product testing—without traditional retail overhead.
- TikTok Shop’s success lies in “discovery ecommerce,” where algorithmic recommendations drive impulse beauty purchases without relying on SEO or shelf space.
- TikTok has partnered with third-party EU fulfillment providers to overcome fragmented markets, ensuring compliance, local-language support, and a consistent customer experience across diverse European regions.
TikTok Shop Has Generated $50B in Global GMV Since Inception
As TikTok Shop continues to launch in new countries and as new sellers join the platform, we see global sales grow rapidly. TikTok Shop has generated $50 billion in global GMV, and it took them about 24 months to get to the scale that Amazon reached in 15 years.
TikTok Shop saw its biggest growth spike during Q4 2024, which was peak shopping season. From Black Friday deals to creator-hosted livestream gift guides, TikTok leaned hard into seasonal trends, resulting in $11 billion in global GMV and 2 billion units sold.
Wondering if you can succeed on TikTok Shop? Get our free TikTok Shop launch guide here, which tells you everything you need to know about starting to sell on the platform.
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