TikTok Shop is TikTok’s own marketplace. A customer sees a product in a video or a live stream, taps it and pays without leaving the app.

Below: the roles, where people buy, how an order works and what it costs. TikTok changes its terms often, so everything is dated, as of 14 October 2026, with sources at the end.

One thing first: TikTok Shop is not available in Sweden. More on that further down.

What is TikTok Shop?

TikTok Shop, sometimes called the TikTok store, is a marketplace built into TikTok. Businesses list products and customers buy them at TikTok’s checkout.

TikTok runs the marketplace but is not the seller. Under its EU seller terms, the sales contract is always between the seller and the customer. The seller is responsible for the offer, disputes with the customer, taxes and the statutory guarantee.

According to TikTok, more than 100,000 European businesses had joined in France, Germany, Italy, Spain and Ireland by May 2026. The figure is TikTok’s own and has not been independently verified.

Where does the purchase happen?

Customers can buy in four places in the app:

  • In videos in the feed, where the product is tagged.
  • In LIVE streams, while the stream is running.
  • In the Showcase on a profile, with product tiles, reviews and curated collections.
  • In the Shop tab, an in-app marketplace for searching products, finding deals and tracking orders. According to TikTok, the tab was due to start rolling out in the newer EU markets from July 2026.

In Germany, TikTok Shop is only available to people aged 18 and over, according to TikTok. The Shop tab and videos with product links are not shown to minors.

More on buying mid-stream: live selling for everyday products.

What roles are there in TikTok Shop?

Sellers, creators and buyers meet in TikTok Shop, with TikTok in between. The terms apply in the EU.

RoleWhat they doTerms in the EU
SellerLists products, ships orders and handles returns. Is party to the sales contract.A company or sole trader registered in one of the eight countries where TikTok accepts sellers, with a warehouse, shipping and returns there.
Creator (affiliate)Features sellers’ products in videos, LIVE and their showcase, and earns commission on sales.An account registered in and used from a Shop country, at least 500 followers there and aged 18 or over.
BuyerBuys in videos, LIVE, on profiles or in the Shop tab, and pays at TikTok’s checkout.A statutory 14-day right of withdrawal and a 30-day return window through TikTok. In Germany, buyers must be 18 or over.
TikTokRuns the marketplace and checkout and takes the commission.Not a party to the sales contract.

How does an order work?

An order in TikTok Shop goes through four stages: the purchase, the payment, the shipping and the payout. We have already covered the purchase. Here is the rest, under TikTok’s rules for the EU.

Four-step diagram of a TikTok Shop order in the EU: the purchase in a video, LIVE, Showcase or Shop tab, payment at TikTok's checkout, three shipping options and a payout 8 days after delivery, 31 days for new sellers.
Four stages of an order, status as of 14 October 2026. Returns have their own rules, with a 30-day return window through TikTok.

The payment. The customer pays at TikTok’s checkout, and payments go through third-party payment providers. In TikTok’s seller terms for the newer EU markets, including Poland, the Netherlands and Belgium, it is Stripe that receives and transfers the seller’s money. TikTok deducts its commission and any other amounts owed before paying out the rest.

The shipping. In the EU there are three ways to ship:

  • Fulfilled by TikTok (FBT): TikTok stores the goods and handles picking, packing and packaging, plus returns if the seller opts in.
  • Ship by TikTok: the seller packs and labels the parcel, and TikTok arranges delivery through third-party carriers.
  • Ship by Seller: the seller ships with an approved carrier.

The options depend on the country. For domestic sales, all three are available in Spain, Germany, Italy and France, Poland has Ship by TikTok and Ship by Seller, and Ireland, the Netherlands and Belgium only have Ship by Seller. An order that hasn’t been handed to the carrier within 7 business days is canceled automatically.

FBT has warehouses in Germany and Spain, and since 1 August 2026 also in Italy and France. The seller must then be VAT-registered in the warehouse country.

The return. Customers have a statutory 14-day right of withdrawal from the day the item arrives, and TikTok extends the return window to 30 days. If the item is faulty, the seller pays for the return shipping. For change-of-mind returns, TikTok’s policies differ. The seller return policy says TikTok Shop and the seller share the return shipping, while the buyer return policy for the newer markets says it is deducted from the refund unless the item has free returns. TikTok approves most return requests automatically. Otherwise, the seller must respond within 2 business days.

The payout. Payouts are counted from the delivery date. The standard is 8 days, while new sellers in the probation period wait 31 days. Sellers with a high performance score and high sales can be paid after 1 day.

How much does it cost to sell on TikTok Shop?

TikTok takes a commission on each order, deducted before payout.

MarketCommissionSince
EU, most categories9 percent including VAT8 January 2026
EU, including electronics, phones, computers and household appliances7 percent8 January 2026
EU, new seller in France, Germany, Spain, Italy or Ireland4 percent for 60 days15 June 2026
EU, new seller in the newer markets, including Poland, the Netherlands and Belgium2 percent for 90 days15 June 2026
UK9 percent including VAT, lower in some categories2 September 2024
US6 percent, 5 percent in some categories1 April 2024

In the EU, the commission is calculated on sales plus the shipping the customer paid, minus refunds. If the whole order is returned, the full commission is refunded to the seller.

The introductory rate applies to a seller’s first TikTok Shop store in the EU. It also requires EU Local Shipping, a range that differs substantially from what is already on sale and at least 5 products in stock within 15 days. Sellers who have already onboarded to TikTok Shop in any EU country don’t qualify.

FBT, shipping through the platform, ads and creator commissions come on top. We haven’t found a complete official fee overview for the EU, so check Seller Center before working out your margins.

What does it take to sell?

On TikTok’s seller page, local sellers from eight EU countries can register: Belgium, France, Germany, Ireland, Italy, the Netherlands, Poland and Spain. According to TikTok, businesses in Austria can sign up by email. The seller can be a company registered in that country or a sole trader aged 18 or over with an EU ID and an address there. Under TikTok’s registration policy (21 September 2026), you also need:

  • a representative with an EU ID who lives in the country
  • tax details, and for companies a VAT number
  • an EU bank account, for companies a business account in the company’s name
  • a warehouse in the country, with domestic shipping and returns
  • customer service contact details and details of any owner with at least 25 percent

Larger businesses can, at TikTok’s discretion, get exceptions, such as a representative living in another EU country or a warehouse in another EU country.

Products can’t be listed until registration is verified. After that, every new shop goes through a probation period with a cap on daily orders: 50 at the Beginner level, 100 at Standard and 150 at Premium. At Pro there are no limits. TikTok gives no fixed timeline.

Through Sell Across Europe, the seller can then open shops in up to 13 EU markets, and TikTok translates the product listings. Alcohol, tobacco, medicines, weight-loss products and chilled and frozen goods can’t be sold in the EU yet.

How does TikTok Shop work for creators?

Creators sell other brands’ products through TikTok’s affiliate program. The seller sets the commission, which is deducted automatically from each sale and paid out to the creator. Products can be open to all creators in the app (Open Collaboration) or limited to invited creators with their own commission (Targeted Collaboration). The creator adds the product to their showcase and makes videos or goes LIVE. TikTok gives no typical commission level for the EU.

To become a Shop creator in the EU, the account must be registered in and used from the same country, have at least 500 followers there and belong to someone aged 18 or over.

Commission is paid on the 3rd or 15th day after delivery, depending on the seller’s settlement period, and not at all if the order is refunded or canceled.

What does TikTok Shop mean for a Swedish business today?

As of 14 October 2026, Sweden is not among the markets on TikTok’s seller page, and TikTok has not announced a date for Sweden or the Nordics. That has three consequences:

  • Customers in Sweden can’t shop, because the service isn’t available there.
  • Creators in Sweden can’t become affiliates, because the account has to be registered in a Shop country and have 500 followers there.
  • A Swedish business can’t register as it stands. It needs a company or sole trader in one of the eight countries, as a rule with a local representative and a warehouse and returns there, plus an EU bank account and tax details.

With that kind of setup, for example in Germany, the business can reach up to 13 EU markets through Sell Across Europe. Our reading of the terms is that a Swedish brand opening its first EU shop there should qualify for the introductory 4 percent for 60 days, but TikTok hasn’t said so explicitly. It is a business setup in another country, not a setting in the app.

Shopify’s TikTok app is limited too: its TikTok Shop part only works for stores in ten countries, according to Shopify, and the Netherlands, Belgium, Poland and Austria are missing.

In Sweden today, you use TikTok to get discovered and send customers to your own store. To prepare, read our guide to TikTok Shop in Sweden. We also compare TikTok Shop and Instagram Shopping and list the countries where TikTok Shop is available.

What we build

We build fully custom online stores on top of Shopify, where you own the account, the domain and the customer data, and the catalog is prepared for TikTok Shop if and when it opens in Sweden. See our services.

Sources

All web pages read on 14 October 2026 unless another date is given.