For brands looking to expand into global markets, choosing the right sales channel is one of the most important steps in a growth strategy. TikTok Shop creates a new model in e-commerce by bringing together content, creator collaborations, live streaming, and in-app shopping experiences.
This structure, where users discover products through content rather than searching for them, offers brands not only a new sales channel but also a discovery space where they can reach new customers.
What Is TikTok Shop?
TikTok Shop is a social commerce model that allows users to discover and purchase products within TikTok. With features such as Shoppable Video, LIVE Shopping, and Showcase, product discovery, content, and the purchasing process come together within the same ecosystem.
TikTok Shop is currently active in the United States, the United Kingdom, many European countries, Mexico, Brazil, Japan, and various markets across Southeast Asia. In 2026, the platform expanded its reach in Europe to new markets such as Austria, Belgium, the Netherlands, Poland, Czechia, Greece, Portugal, and Hungary. Türkiye, however, is not currently among the markets where TikTok Shop is officially active.
TikTok Shop Data by Market
TikTok Shop’s growth varies from market to market. However, available data shows that the platform has reached a significant level of commerce volume, particularly in the United States, Europe, and Southeast Asia.
United States: TikTok Shop’s sales in 2025 increased by 80% compared to the previous year. According to TikTok’s own data, annual sales growth on the platform reached 80% in 2025. In addition, the number of e-commerce creators increased by 120% in 2025.
United Kingdom: During the 2025 Black Friday period, TikTok Shop’s sales increased by 50% compared to the same period in 2024. On Black Friday, 27 products were sold per second on the platform, while LIVE Shopping sales also increased by 68%.
Europe: TikTok Shop expanded to France, Germany, and Italy in 2025, and to Austria, Belgium, the Netherlands, and Poland in 2026. According to TikTok’s data, approximately 200 million people across Europe use the platform every month to be entertained, get inspired, and discover trends.
Southeast Asia: In Southeast Asia, one of TikTok Shop’s strongest regions, the platform’s 2025 GMV reached $45.6 billion. Indonesia was one of the region’s largest markets with $13.1 billion in GMV, while TikTok Shop’s global GMV reached $64.3 billion in 2025.
Increase Sales Potential with Creator Affiliate
One of the most important advantages of TikTok Shop is the Creator Affiliate model. Brands can collaborate with content creators on a commission-based model and introduce their products to different creator communities.
Seller examples shared by TikTok Shop in the United States also demonstrate the sales potential of the creator model. For example, Rhino USA states that approximately 75% of its TikTok Shop sales are generated by creators.
Operational Support with TikTok Shop Fulfillment
TikTok Shop supports brands not only in marketing and sales but also in operations in certain markets. Especially in the United States, solutions such as Fulfilled by TikTok allow certain parts of storage, packaging, and shipping processes to be managed through the platform’s fulfillment infrastructure.
This structure can help brands entering a new market scale their sales processes without having to build their own operational infrastructure from scratch.
Would You Like to Break Sales Records with TikTok Shop?
Success on TikTok Shop is not only about uploading products to the platform. Product selection, creator strategy, content production, LIVE Shopping, advertising, and fulfillment processes need to be planned together.
Moreover, consumer behavior differs in each market. While creator-supported sales models stand out in the United States, live streaming and social commerce create a much stronger ecosystem in Southeast Asia. In Europe, TikTok Shop’s expansion into new markets shows that growth opportunities for brands are still continuing.
For this reason, brands expanding into global markets need to build their TikTok Shop strategy not around a single global model, but based on market-specific data and user behavior.
TikTok Shop as a New Growth Area in Global E-Commerce
TikTok Shop brings together social media, creator marketing, content, live streaming, and e-commerce within a single ecosystem. The platform’s growth across different markets also shows that product discovery through content is becoming increasingly important in global e-commerce strategies.
At Marker Groupe, we approach advertising, content, creator collaborations, and performance marketing processes within the TikTok ecosystem according to the target market, and support brands in leveraging new-generation sales channels such as TikTok Shop in their global growth strategies.
You can contact us to evaluate sales opportunities with TikTok Shop in global markets and create a market-specific strategy for your brand.
For more information about our services, visit the MarkerGroupe.com website or contact us at hello@markergroupe.com.
