TikTok Shop is opening cross-border selling between the UK and the EU, letting merchants on each side list and sell into the other’s market without setting up a separate storefront.
A pilot for selected sellers starts on 21st September 2026, with a full rollout on 19th October.
UK sellers get access to Sell Across EU, covering 12 countries: Germany, France, Italy, Spain, Poland, the Netherlands, Belgium, Czech Republic, Austria, Greece, Portugal and Hungary.
Eligibility is checked automatically and in real time: an active UK shop in good standing, active sales in the last 30 days, and no significant outstanding negative balance.
Applying counts as a new application, so it goes through TikTok’s standard review process. A UK shop that’s already passed probation gets its EU shop passed automatically. Once approved, the two shops sit under one login, though payments and settlements are handled separately for each market.
Some product categories are restricted or need extra compliance documentation before they can be sold into the EU.
It works both ways. EU sellers from Belgium, Germany, France, Ireland, Italy, the Netherlands, Poland and Spain can now sell into the UK, TikTok Shop’s home market of almost five years with more than 300,000 small businesses trading on it.
Shipping is still down to the seller by default. For UK sellers, that means picking and paying the courier yourself, and dealing directly with the customer if a delivery goes wrong. There’s two working days to confirm and pack an order, and seven to get it to the courier before it cancels itself.
Delivery deadlines aren’t fixed across the board either. Each route carries its own SLA, so a parcel to Ireland and a parcel to Poland can land on different windows.
Returns need somewhere in the EU to go. Sellers without a return warehouse there get items routed back through a TikTok Shop return warehouse instead, and pay TikTok’s cost of handling it.
