TikTok Shop Europe countries: where it is live, since when, and the gaps

November 3, 2026 · by Ariel Patrício · in Cash on Delivery · 22 min read

TikTok Shop is live in 14 European markets. Romania, Bulgaria, Croatia and Slovakia are not among them, and that is where cash on delivery is strongest. Dates, seller rules and the TikTok Ads plus COD route.

TikTok Shop is live in 14 European markets: the UK (since 2021), Spain and Ireland (December 2024), Germany, France and Italy (March 31, 2025) and, since June 15, 2026, Austria, Belgium, the Netherlands, Poland, Portugal, Czechia, Greece and Hungary. Romania, Bulgaria, Croatia and Slovakia have no TikTok Shop.

Updated on November 3, 2026.

"Which European countries have TikTok Shop?" has a short answer and a useful one. The useful one depends on three things: the country, where your company is incorporated, and where your stock sits. For a non-EU seller, that second answer is the one that matters. TikTok Shop in Europe was built for businesses registered in Europe, with inventory in the country of registration. And the countries it has not reached yet are, to a large extent, the ones where shoppers prefer to pay on delivery.

This guide separates what TikTok confirms in its own newsroom and Seller Center from what circulates without confirmation. It then maps TikTok Shop against the 12 European markets where N1 runs cash on delivery (COD), and lays out the route that works where there is no in-app shop: TikTok ads sending traffic to a landing page with payment on delivery.

Which European countries have TikTok Shop?

TikTok Shop is officially live in 14 European markets, according to TikTok's newsroom. In four of them (Portugal, Czechia, Greece and Hungary) there is no local seller registration: shoppers buy in the app, and the seller is a merchant registered in another country.

The dates, in more detail:

• United Kingdom. TikTok's March 2025 post says its UK operation has run "since 2021". It is the oldest European market and the only one outside the EU.
• Spain and Ireland. The same post records the expansion to both countries in December 2024, the first step into continental Europe.
• Germany, France and Italy. Launched on March 31, 2025, announced the same day.
• Austria, Belgium, the Netherlands and Poland. Announced on May 28, 2026 and open to shoppers and retailers from June 15, 2026. The same announcement introduced "Sell Across Europe", which lets a seller already live in one EU market open shops in others through a single registration.
• Portugal, Czechia, Greece and Hungary. Left out of the May announcement, but launched the same day. TikTok's transparency report under the Digital Services Act, published on August 31, 2026, states that on June 15, 2026 TikTok Shop launched in eight more EU member states: Poland, the Netherlands, Belgium, Czechia, Austria, Greece, Portugal and Hungary.

What is confirmed and what is not

Confirmed by official sources: the dates above, the country list in the May 2026 announcement, and the line in the transparency report that lists the June 15, 2026 launches. TikTok's own "Sell Across Europe" guide also lists Portugal, Hungary, Czechia, Greece and Austria as destination markets, alongside the countries where sellers can register.

Live does not mean open to local sellers. The EU seller onboarding guide, updated October 29, 2026, still applies only to Belgium, Germany, Spain, France, Ireland, Italy, the Netherlands and Poland. Austria, Portugal, Czechia, Greece and Hungary have a storefront for shoppers but do not accept registration with a local company. In Portugal, local press had already reported in June 2026 that in-app shopping was available (NiT, June 21, 2026). Read these five markets this way: whoever sells there has a company registered in another EU country or, through the UK program described below, in the United Kingdom.

Not confirmed: any launch in Romania, Bulgaria, Croatia or Slovakia, or in the Nordic countries and Switzerland. Between October 8 and November 3, 2026, we found no new country announced in TikTok's newsroom.

Does TikTok Shop cover N1's 12 COD markets in Europe?

No. Of the 12 European markets where N1 runs cash on delivery, eight have a live TikTok Shop, but only four accept local sellers (Poland, Spain, Italy and Germany). In Portugal, Czechia, Greece and Hungary, the Shop exists for shoppers, with no local company registration. Romania, Bulgaria, Croatia and Slovakia have nothing.

The COD figures come from our country-by-country breakdown in COD by country in Europe, where each number has its source, year and what it actually measures. Shop-offer shares are from ECDB; the Romanian figure is from the Romanian online retailers' association in the European E-commerce Report 2025 (p. 80). For the dataset view, see the COD Europe Map 2026.

The pattern is obvious. Where TikTok Shop launched first, shoppers pay by card, wallet or bank debit, and COD is marginal. Where it has not arrived, paying at the door is the norm. The mixed cases are the June 2026 wave: Poland, Greece, Czechia, Hungary and Portugal have both TikTok Shop and meaningful COD use. In the last four, though, only sellers with a company in another country can sell inside the app.

Why hasn't TikTok Shop launched where COD is strong?

TikTok does not publicly explain its rollout order, so any answer is our reading, not a fact. Two public signals line up, though.

The first is how many people already shop online. In Eurostat data, the share of people who bought online in the previous 12 months in 2025 was 51.2% in Bulgaria and 60.3% in Romania, against 81.4% in Germany and an EU average of 73.6%. A platform that needs payment inside the app starts where more people already pay online.

The second is the payment method. TikTok Shop checkout is paid inside the app. In the official EU TikTok Shop pages we checked, we found no pay-on-delivery option. In a market where two thirds of transactions are cash at the door, as in Romania, a prepaid-only checkout loses much of the first-purchase audience.

For a seller, the reason matters less than the consequence. In Romania, Bulgaria, Croatia and Slovakia there is no in-app shop to compete in. In Greece, Czechia and Hungary there is one, but only for sellers with a company elsewhere in Europe. For a non-EU seller, the channel available in both cases is advertising.

Who can register as a TikTok Shop EU seller?

A TikTok Shop EU seller must be a business (or a sole trader, where allowed) legally incorporated in one of the EU registration countries, or in the UK, with inventory stored in that country. That is what TikTok's EU Seller Registration Policy requires.

The rules that matter most, per the official pages:

• Local incorporation. A legal entity must be "legally incorporated" in the country where it registers. Registration countries are Belgium, Germany, Spain, France, Ireland, Italy, the Netherlands and Poland, according to the EU seller onboarding guide.
• Sole traders. Must be 18 or older with an EU-issued ID. Sole-trader registration is not available in the Netherlands, Poland or Belgium.
• Documents. Two-sided ID, facial verification, proof of address under 3 months old, company registration number and, in some cases, a VAT number (mandatory in Germany and Italy, per the onboarding guide updated October 29, 2026).
• Stock in the registration country. The policy requires inventory in the country of registration, domestic shipping for local orders and domestic returns. TikTok can ask for an address or lease as proof. A discretionary exception lets larger businesses with advanced logistics ship from a warehouse anywhere in the EU.
• Lawful import. The seller guarantees that goods entered the EU under customs law and accepts liability for import VAT and duties.

What about Sell Across Europe?

Sell Across Europe is not an entry door for non-EU sellers. You first register and set up a shop in your registration country (the "Home Shop"). Then, from the same Seller Center, you open destination shops in up to 13 European markets. Shipping can be handled by TikTok's carriers, by the seller, or by Fulfilled by TikTok from warehouses in Germany, Spain, Italy or France, per the official guide. Obligations such as extended producer responsibility (EPR) and VAT stay with the seller.

For UK businesses, the "Sell Across EU" version was scheduled to open on October 19, 2026, after a pilot that started on September 21, according to trade press (ChannelX, Sept 7, 2026). TikTok has published a Sell Across EU policy for UK sellers on its UK Seller Center, dated August 26, 2026, with 12 EU destinations: Germany, Italy, France, Spain, Poland, the Netherlands, Belgium, Czechia, Austria, Greece, Portugal and Hungary. Ireland is not on the list. As of November 3, 2026, however, TikTok has not confirmed the launch in its newsroom, so the October 19 date still rests on trade press.

Under the policy, the option only appears in the dashboard of sellers already active in the UK, with an account in good standing, sales in the last 30 days and no significant negative balance. TikTok's UK Seller Registration Policy also provides for this route. For a seller outside Europe, nothing changes: you still need a company in the UK or in an EU registration country.

Can a non-EU seller sell on TikTok Shop in Europe?

Not from outside Europe through the local seller route. The EU registration requires a company incorporated in a registration country, with stock in that country. A Brazilian, Mexican or US company has to set up or already own a European entity.

There is a cross-border seller program for non-EU companies, but the public rules we found, all from consultancies rather than TikTok, refer to companies from mainland China and Hong Kong. We found no official source saying that companies from Latin America or the US are accepted for EU cross-border selling. Treat it as unavailable until the Seller Center says otherwise.

What the European route asks of a non-EU seller, in short:

1. A company in a registration country, with a bank account and address.
2. A VAT number and local tax obligations. TikTok collecting VAT at checkout does not remove yours. Check with a local accountant.
3. Stock in the registration country, imported properly. Since July 1, 2026, low-value consignments from outside the EU pay a flat 3 euro customs duty, covered in our post on the EU de minimis removal and the 3 euro duty.
4. An EU-based economic operator for the product, as required by the General Product Safety Regulation. Our post on GPSR and the EU responsible person explains the roles.

The mistake we see most often from newcomers: opening an account with someone else's documents or a borrowed company. Facial verification and proof of address exist to stop exactly that, and a suspended account takes its balance and history with it.

What shipping deadlines does TikTok Shop set in the EU?

TikTok Shop Europe enforces short dispatch windows, counted in working days, and cancels orders that miss them. The numbers below come from the EU Customer Order Shipping Policy, updated September 8, 2026:

• Ship by TikTok: the parcel must be handed to the carrier within 2 working days of the order.
• Ship by Seller, local orders: an order not handed to the carrier within 7 working days is cancelled automatically. The policy sets 4 working days for the delivery stage.
• Sell Across Europe: the late dispatch rate counts parcels that take more than 2 working days to reach "Shipped" status.
• Ship-from location: local and Sell Across EU sellers ship from addresses and warehouses in the country where they registered the shop.
• Shipping types by country: Ireland, the Netherlands and Belgium accept only Ship by Seller. Poland defaults to Ship by TikTok, with Ship by Seller as an option. Spain, Germany, Italy and France also offer Fulfilled by TikTok.

For operations, this means one thing: without stock already in Europe, the deadlines cannot be met. Shipping each order from outside the EU is not an option.

Can you sell supplements on TikTok Shop in the EU?

Food supplements can be sold with prior approval. Weight-loss products cannot. TikTok's EU Restricted Products Policy, updated September 16, 2026, lists food supplements as "By-Application" products: the seller applies and submits documents before listing. Listings must not carry medical claims or health claims not authorised by official bodies.

The EU Prohibited Products Policy, updated August 6, 2026, is stricter on the core of most nutra offers:

• Weight-loss products and supplements: unsupported, including anything claiming fat loss.
• Sexual enhancers: prohibited.
• Medicines, medical devices and CBD: unsupported.
• Ingredients such as SARMs, DMAA, DMHA, higenamine and BMPEA: prohibited.

Outside Shop, the rule is different. TikTok's Weight Management ad policy, updated September 2026, lists Romania, Bulgaria, Croatia, Greece, Hungary, Slovakia, Czechia, Portugal, Poland, Italy, Spain and Germany among the countries where weight-loss supplement ads are allowed, subject to age restrictions (18+) and full compliance with all other ad policies. Claims of easy or guaranteed results, or of weight loss from the product alone, remain banned.

Platform permission does not replace the law. In the EU a supplement may not claim to treat disease and may only use authorised health claims. Check labelling, notification and claims with a regulatory specialist before you spend on media.

TikTok Shop affiliate vs COD affiliate: what is the difference?

A TikTok Shop affiliate is a creator who tags a product in a video or live and earns commission on purchases made inside the app. A COD affiliate buys media or uses their own audience to send traffic to an offer page outside the app, and earns on orders delivered and paid at the door.

On TikTok Shop, the seller chooses between open collaboration (the product is available to any creator in the marketplace) and targeted collaboration (invitations to specific creators). The seller sets the commission rate, shown in the product list, according to the Seller Center affiliate page. With Sell Across Europe, approved creators in other EU countries can also promote the product.

The two models can run side by side. A creator with a Spanish audience can work with TikTok Shop there and, with the same kind of video, send traffic to a COD offer in Romania, where there is no Shop. Either way, advertising must be disclosed: the European Commission collects the rules in its Influencer Legal Hub. Our post on the cash on delivery affiliate in Europe covers commission, confirmation and payout on the COD side.

In-app checkout or cash on delivery: when does each win?

In-app checkout wins where shoppers already pay online without hesitation and buy on impulse. Cash on delivery wins where the first purchase from an unknown brand only happens if the customer can see the product before paying.

TikTok Shop checkout has the edge when:

• the audience already shops online by card or wallet (Germany, the Netherlands, Spain);
• the product is cheap and the decision is impulsive, mid-video;
• you want revenue with no refusal risk at the door.

Cash on delivery has the edge when:

• the country has a pay-on-delivery habit (Romania, Bulgaria, Greece, Slovakia, Croatia);
• the ticket is mid to high for a brand the customer does not know;
• there is no TikTok Shop in the country, and the alternative is a prepaid checkout the shopper abandons.

The cost of COD is refusal and return to origin (RTO). Romanian data compiled by The Paypers shows an 11% return rate on purchases paid on delivery, against 4% to 5% for those paid online. That is one country and one source, not a European average. The full comparison is in COD or prepayment, and our post on the COD refusal rate explains how to measure and reduce it.

TikTok Shop vs TikTok Ads plus a COD landing page

For a non-EU seller, the real choice is not TikTok against another network. It is selling inside TikTok Shop, where it exists and you meet the requirements, or using TikTok as a paid traffic source for a cash on delivery landing page.

Both columns can coexist. A brand can run TikTok Shop in Spain and Italy while running TikTok ads into Romania, Greece and Bulgaria with a COD landing page.

How to run TikTok Ads with cash on delivery where there is no Shop

The route is a TikTok ad, an offer page in the local language and currency, an order with payment on delivery, confirmation, and delivery from local stock. In practice, what breaks is almost always one of these:

1. Native creative. The video that performs on TikTok looks like content, not a commercial. Use local creators or dubbing plus subtitles. Romanian, Bulgarian, Greek, Croatian, Slovak, Czech and Hungarian do not tolerate unreviewed machine translation.
2. Local currency and the total due at the door. RON in Romania, HUF in Hungary, CZK in Czechia, PLN in Poland. Bulgaria has used the euro since January 1, 2026. A euro price where the customer pays in local currency creates doubt at the door, and doubt becomes refusal.
3. A light, honest page. TikTok traffic is mobile and impatient. Short form, real delivery time, final price including shipping, and a visible returns policy.
4. Confirmation before dispatch. An unconfirmed COD order is the first filter against fake addresses and impulse orders the customer will refuse.
5. Stock near the customer. Long delivery times raise refusal. It is the same logic as TikTok Shop's deadlines: no stock in Europe, no operation.

If you plan to scale in Q4, our post on Black Friday 2026 in Europe and the Gulf has the dates by country, and best-selling products in Europe shows what Europeans buy online, with Eurostat data.

What this means if you sell with COD and local stock

TikTok Shop does not close the door on COD sellers. It shows where each model lives. In Western Europe, in-app selling tends to take the prepaid impulse purchase. In Romania, Bulgaria, Croatia and Slovakia, where there is no TikTok Shop and shoppers prefer to pay at the door, TikTok is still a discovery channel, but the sale closes on a cash on delivery page.

For a non-EU seller, the COD model has a practical advantage: you do not need a company in every customer country to start advertising. N1 runs cash on delivery in 16 markets, 12 in Europe and 4 in the Gulf, with stock in our warehouses in Europe and the Gulf, order confirmation, delivery, collection at the door (in HUF in Hungary) and payout in D+2. Withdrawals go to a global account or to crypto. If you have no stock yet, our post on how to sell in Europe without inventory compares affiliation, dropshipping and local stock.

What N1 does not do: open a TikTok Shop account for you, act as the GPSR economic operator for your product, or replace your accountant on tax. For supplement or cosmetic registration and notification, we provide an EU responsible party where needed, through Consulting and Production. Affiliates can find offers through the affiliate system.

Frequently asked questions

Which countries in Europe have TikTok Shop?

TikTok Shop is live in 14 European markets: the UK, Spain, Ireland, Germany, France, Italy and, since June 15, 2026, Austria, Belgium, the Netherlands, Poland, Portugal, Czechia, Greece and Hungary. Austria, Portugal, Czechia, Greece and Hungary have no local seller registration.

Can I be a TikTok Shop EU seller without an EU company?

Not through the local seller route. The EU registration policy requires a business incorporated in a registration country, with stock in that country. A cross-border program exists for some non-EU companies, but we found no official source accepting sellers from Latin America or the US.

What is TikTok Shop's Europe expansion plan for 2026?

The 2026 expansion added eight EU markets on June 15: Austria, Belgium, the Netherlands, Poland, Portugal, Czechia, Greece and Hungary, alongside Sell Across Europe. Sell Across EU for UK sellers was scheduled for October 19, 2026, per trade press, without a newsroom confirmation. As of November 3, 2026, TikTok has not announced dates for Romania, Bulgaria, Croatia or Slovakia.

Do I need stock in Europe to sell on TikTok Shop?

Yes. The registration policy requires inventory in the country of registration, domestic shipping and domestic returns, with dispatch windows of 2 to 7 working days. Only larger businesses, at TikTok's discretion, may ship from another EU country.

Can I sell supplements on TikTok Shop in the EU?

Food supplements are "By-Application" products, with documents and no medical claims. Weight-loss products and supplements are unsupported, and sexual enhancers are prohibited. TikTok's ad policy is a separate set of rules and varies by country.

How do I sell with TikTok where there is no TikTok Shop?

With ads. In Romania, Bulgaria, Croatia and Slovakia, the route is TikTok Ads sending traffic to a cash on delivery page, with prices in local currency and stock close to the customer. These are the countries where paying on delivery is most common.

Next step

If you plan to use TikTok to sell in the countries where shoppers pay at the door, see how N1's cash on delivery solution works or talk to a specialist and request a proposal.

Sources

• TikTok Shop: The future of shopping fueled by discovery e-commerce, TikTok Newsroom, March 31, 2025, accessed 2026-10-08.
• TikTok Shop Expands Across Europe, TikTok Newsroom, May 28, 2026, accessed 2026-11-03.
• Digital Services Act: our seventh transparency report, TikTok Newsroom, August 31, 2026, accessed 2026-11-03.
• For UK Sellers: Sell Across EU, TikTok Shop Seller Center (UK), August 26, 2026, accessed 2026-11-03.
• Sell Across Europe, TikTok Shop Seller Center, accessed 2026-10-08.
• TikTok Shop EU Seller Registration Policy, TikTok Shop Seller Center, accessed 2026-10-08.
• EU seller onboarding guide, TikTok Shop Seller Center, October 29, 2026, accessed 2026-11-03.
• TikTok Shop EU Customer Order Shipping Policy, TikTok Shop Seller Center, September 8, 2026, accessed 2026-10-08.
• TikTok Shop EU Prohibited Products Policy, TikTok Shop Seller Center, August 6, 2026, accessed 2026-10-08.
• TikTok Shop EU Restricted Products Policy, TikTok Shop Seller Center, September 16, 2026, accessed 2026-10-08.
• Weight Management, TikTok advertising policies, September 2026, accessed 2026-10-08.
• Eurostat isoc_ec_ib20, Eurostat, accessed 2026-10-08.
• European E-commerce Report 2025, Ecommerce Europe, accessed 2026-10-08.