TikTok Shop launched in eight more EU countries on 15 June 2026 (Hungary, Poland, the Netherlands, Belgium, the Czech Republic, Austria, Greece and Portugal). TikTok Shop is a marketplace inside the TikTok app: the products are sold by sellers, not by TikTok.
This article sums up who can register as a seller, how high the commission is and when TikTok pays out, how shipping and returns work, and what the difference is for a PrestaShop store between the product catalog used for TikTok ads and TikTok Shop products.
Not a technical person?In plain English: do I need to do anything now?
Nothing is mandatory: TikTok Shop is one more place to sell. Customers buy the product inside the TikTok app, and TikTok deducts a commission: 9% in the EU as a rule, less for new sellers opening their first EU TikTok shop for a limited time.
A business can only register in one of the eligible home countries; from there TikTok creates its shops for the other EU markets. In October 2026 TikTok lists 13 EU countries where sellers can sell.
The product catalog used for TikTok ads and TikTok Shop products are two different things. If a developer or an agency runs the store, the question below can be sent to them as it is.
Question for the developer or agency
Can you check in TikTok Seller Center whether our company can register as a seller, and in which country? If so, how would our products get there (manually, with the Excel template or with a connector module), and how would stock and orders get back to our store?
Where is TikTok Shop available in October 2026?
TikTok's announcement of 28 May 2026 named four new countries (Austria, Belgium, the Netherlands, Poland), joining the existing French, German, Irish, Italian, Spanish and UK markets. According to TikTok's DSA transparency report, eight countries launched on 15 June.
| What | Countries |
|---|---|
| launched on 15 June 2026 | Hungary, Poland, the Netherlands, Belgium, the Czech Republic, Austria, Greece, Portugal |
| where sellers can sell according to TikTok's October guide (13 markets) | Germany, France, Italy, Spain, Ireland, Poland, the Netherlands, Belgium, Austria, Portugal, Hungary, the Czech Republic, Greece |
| registration (Home Shop) countries according to the same guide | eight countries |
TikTok Shop EU is operated by the Irish TikTok Technology Limited and is available only in the TikTok app. Romania is not among the 13 markets.
Who can register as a seller?
TikTok's EU registration policy knows two kinds of seller: sole traders and legal entities. A legal entity has to be registered in the country where it registers for TikTok Shop, its representative has to be a local resident, and it has to keep its stock in that country, ship domestic orders from there and accept returns there.
Selling to other EU markets (Sell Across Europe) requires a business registered in an eligible Home Shop country that has already registered successfully there. After the Home Shop is set up, TikTok creates the shops for the target markets automatically. The registration policy applies to Belgium, Germany, Spain, France, Ireland, Italy, the Netherlands and Poland.
According to the policy, registration requires:
- legal form, company register and registration number, company name, date of registration, phone number, business address with proof, VAT number;
- the warehouse address with proof, and an address, e-mail address and phone number for customer complaints;
- a business account at an EU bank, in the company's name;
- a seller profile in the language of the country applied for; a shop name of up to 40 characters that does not contain the word "TikTok".
A new shop at "Beginner" level can fulfil up to 50 orders a day and list up to 100 products across all its EU shops; at "Pro" level there is no such limit. For non-food products, manufacturer details and a responsible person established in the EU are mandatory. Adult products, for example, are prohibited; alcohol, medicines and medical devices, tobacco and e-cigarettes are not supported. Food, drinks, food supplements, jewellery and second-hand products, among others, cannot be sold across borders.
How high is the commission, and when does TikTok pay out?
According to TikTok's EU fee policy, the commission is charged on settled orders, VAT included, and the shipping fee paid by the customer is part of the commission base.
| Case | Commission |
|---|---|
| standard rate in the EU | 9% |
| electronics (beauty electronics included) | 7% |
| new seller in the Hungarian, Polish, Dutch, Belgian, Czech, Austrian, Greek or Portuguese shop, from 15 June 2026, for 90 days | 2% |
| new seller in the French, German, Spanish, Italian or Irish shop, for 60 days | 4% |
| a new shop of a seller already selling in an EU country | 9% |
The introductory rate requires that this is the seller's first EU TikTok shop, that the mission is accepted within 15 days, and that at least 5 products in stock are uploaded. On a full return the seller gets the whole commission back, on a partial refund a proportional part. TikTok charges €10 per case for handling a chargeback dispute; fees on top of the commission are shown in Seller Center.
According to TikTok's EU policy, payouts count from delivery: 31 days for new or probation sellers, then 8 days as a rule, 5 or 1 days depending on performance. Payouts are made from the Home Shop, and one bank account can be used for all EU shops.
Who ships, and how do returns work?
TikTok describes three fulfilment options: TikTok arranges shipping, the parcel leaves a TikTok warehouse (Fulfilled by TikTok), or the seller ships (the latter only in certain regions). Since 1 August 2026, TikTok warehouses in Germany, Spain, Italy and France fulfil orders to 13 EU countries; this requires registering through the German, Spanish, Italian or French shop.
- A seller who ships may only use carriers approved by TikTok; with another carrier the order is cancelled without compensation. Shipping costs and delivery complaints are then the seller's responsibility.
- Under TikTok's EU policy, an order has to be confirmed and packed within 2 business days; if it is not handed to a carrier within 7 business days, it is cancelled automatically.
- Customers have a 14-day right of withdrawal without giving a reason, plus a 30-day extended return window. On returns within 14 days they also get the standard shipping fee back, between day 15 and 30 they do not.
- For faulty products, repair, replacement and refund are the seller's responsibility.
Under Article 30 of the EU Digital Services Act (DSA), a marketplace may only let a trader sell after collecting its name, address, contact details, identification document, payment account and trade register details; the trader's name, address and contact details have to be shown on the product page. This is why TikTok asks for these details as well.
What is the difference between a TikTok catalog and TikTok Shop products?
According to TikTok's help centre, a catalog is a TikTok Ads Manager tool used to create ads. Products can be added manually, by file upload or by a scheduled data feed (URL), in CSV, XML, ZIP or GZ format. Catalogs are available where catalog ads (Video Shopping Ads) have launched.
TikTok Shop products are uploaded in Seller Center. TikTok's seller guide mentions these methods: one by one manually, in bulk with a per-category Excel template (its structure must not be changed), by API or through a third-party service; importing from an Amazon link is only available to sellers registered in Ireland, Germany, France, Italy and Spain. The guide does not mention a URL data feed. Products uploaded by API are also reviewed by TikTok and can be rejected.
| TikTok catalog | TikTok Shop | |
|---|---|---|
| what it is for | advertising | selling in the TikTok app |
| where it is managed | TikTok Ads Manager | TikTok Seller Center |
| how products get there | manually, by file, by scheduled feed (URL) | manually, Excel template, API, connector |
TikTok's documentation does not say that catalog products become TikTok Shop products automatically.
How does this work with PrestaShop modules?
According to TikTok's help centre, the "TikTok on PrestaShop" integration is for advertising (campaigns, pixel, catalog sync), and it syncs the catalog to TikTok Business Center, not to TikTok Shop. TikTok Shop connectors come from third parties: several of the connectors listed by TikTok support PrestaShop (CedCommerce, M2E, ChannelEngine, Shoppingfeed). According to TikTok, sellers using a connector should not use Seller Center's Global Listing tool alongside it.
The catalog feed needed for TikTok ads is also built by the PrestaHU Product feed export module:
- it builds eight feeds from the store's products, including TikTok and Pinterest catalogs, Google Merchant Center and Meta, each in its own platform's format;
- the platform downloads the file regularly from the feed URL, so products, prices and stock follow the store there too;
- every feed has its own language and currency, per shop;
- the shipping fee comes from the store's carriers; skipped products are logged with the reason.
This feed goes to the ad catalog; it does not upload TikTok Shop products.
What should you do now?
- Registration: check in TikTok Seller Center in which country and as what kind of business the store can register.
- Products: check that no product falls into a prohibited or unsupported category, and that manufacturer and EU responsible person details are present for every product.
- Numbers: calculate with the 9% commission (shipping fee included) and the 31-day payout at the start, not only with the introductory rate.
- Upload: decide between a connector, the Excel template or manual upload; for ads, the catalog feed is enough.
- Returns: prepare for the 30-day extended return window and the 2-business-day dispatch.
Product feeds for TikTok catalogs and seven more platforms
Eight feeds in one module, each in its own language and currency, with shipping fees from the store's carriers and a log of skipped products.
Frequently asked questions
In which EU countries can sellers sell on TikTok Shop?
According to TikTok's October 2026 guide, in 13: Germany, France, Italy, Spain, Ireland, Poland, the Netherlands, Belgium, Austria, Portugal, Hungary, the Czech Republic and Greece.
How high is the TikTok Shop commission in the EU?
9%, and 7% for electronics. New sellers opening their first EU shop get 2% for 90 days or 4% for 60 days, depending on the country, if they meet the conditions.
Can any EU business register?
Registration is possible in the eligible Home Shop countries; the business has to be registered there, keep its stock there and ship from there. From the Home Shop, TikTok creates the shops for other markets.
When does TikTok pay out?
Counted from delivery: 31 days for new or probation sellers, then 8 days as a rule, 5 or 1 days depending on performance.
Does a TikTok catalog feed upload products to TikTok Shop?
According to TikTok's documentation, no: the catalog is an advertising tool, and TikTok Shop products are uploaded in Seller Center (manually, with the Excel template, by API or through a connector).
Sources: TikTok: seventh DSA transparency report, TikTok: TikTok Shop Expands Across Europe, TikTok Shop: Sell Across Europe, TikTok Shop: EU Seller Registration Policy, TikTok Shop: Platform Fee Reduction, TikTok Shop: Platform Commission Fee, TikTok Shop: EU Account Finance Policy, TikTok Shop: EU Customer Order Shipping Policy, TikTok Shop: EU Returns, Withdrawal and Legal Warranty Rights Policy, TikTok Shop: EU Prohibited Products Policy, TikTok Shop: Manage Product, TikTok Ads: How to create a Catalog, TikTok Ads: About TikTok on PrestaShop, Regulation (EU) 2022/2065 (DSA)
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