How your UK creators' videos can sell in Europe: TikTok Shop Content Sharing explained

TikTok Shop guide · October 2026

By Cam Burns, founder of Sweet Gen Media, a TikTok Shop agency in Bournemouth

When a UK seller opens shops in Europe through TikTok Shop's Sell Across Europe programme, selected videos their UK creators have already made can start selling there too. TikTok calls this Content Sharing, and eligible sellers are switched on by default. Here's how it works, what it costs, and how to turn it off.

What Content Sharing is

TikTok says that once your European listings are matched with your existing UK listings, customers in Europe can buy your products directly from shoppable videos made by your UK creators. Selected short videos from certain UK creators become eligible for distribution in Europe, so not every video will be shared.

Who's eligible

• UK sellers with shops in both the UK and Europe, with the same products replicated across them. Without that setup, TikTok says creator content can't be shared between markets.
• Opted in by default. Eligible sellers are enrolled automatically.
• In your control. You can switch Content Sharing on or off in Affiliate Center.

New to selling in Europe? Our guide to Sell Across EU covers eligibility and setup.

How products get matched

Matching is automatic. When TikTok Shop identifies that a product in your UK shop corresponds to one in your European shop, it links eligible UK creator videos to the European listing. You don't need to match products or set anything up.

Sellers can't currently remove product links from creator videos themselves. If a product has been matched wrongly, or you don't want a particular video linked, TikTok says to contact the Help Center. After checking, TikTok removes the link if appropriate.

How commission works

How to switch it off

1. Go to Affiliate Center.
2. Find the section called "Get more creator videos for your products".
3. Turn off the "Use videos from UK creators" toggle.
4. Save your settings.

Working with creators in Europe

Content Sharing reuses your UK creators' videos. You can also recruit creators in each market: after switching to your European shop, invite them through Target Collaboration in Affiliate Center. Commission is only charged when their content generates orders in Europe, and follows your local settings in that market.

Two things to know:

• Formats. For Sell Across Europe, TikTok currently supports shoppable videos and shoppable photos. LIVE isn't included.
• Language. TikTok offers AI Dubbing, which creates voiceovers in German, French, Italian, Spanish and English, and Global Post, which translates, localises and reposts your shoppable videos across European markets.

Our advice

1. Check your European commission rate now. Shared videos earn commission at your European shop's Open Plan rate, so set it before the sales start, not after.
2. Review what your UK videos say. Shared videos can reach shoppers across Europe, so check that every claim in them is one you can back up. Our guide to TikTok Shop's product claims rules covers TikTok's UK guidance on claims.
3. Tell your creators. Let your UK creators know their videos may now reach shoppers in Europe.
4. Use it as a test, then go local. Orders from shared UK videos, listed under Affiliate Orders, can show you which products sell in which markets. Put your budget behind local creators and localised videos in the markets that respond.

New to affiliates? Watch our short video answers to What are TikTok Shop affiliates? and How do I find affiliates for my TikTok Shop?