Sell Across EU: how UK TikTok Shop sellers can reach 12 more countries

TikTok Shop guide · Updated October 2026

By Sweet Gen Media, TikTok Shop agency in Bournemouth

TikTok Shop lets eligible UK sellers expand into one or more of 12 European markets and manage them from the same Seller Center account. TikTok calls it Sell Across Europe in its seller guide and Sell Across EU in its policy. Here's who qualifies, how to apply, what it costs to ship, and what changes for returns, tax and creators.

What Sell Across Europe is

It lets an existing TikTok Shop UK seller open shops in European markets through a single Seller Center account and switch between regions. Settlements, promotions, performance and account health are assessed separately for each shop.

TikTok says you don't generally need a local business entity in Europe to start, subject to eligibility and the tax, customs, product compliance and establishment rules that apply to you. You can keep using your UK business entity, your UK bank account (GBP-only accounts get payouts converted automatically) and your UK warehouses.

It sits alongside TikTok Shop's wider growth in Europe. In May 2026 TikTok announced that TikTok Shop would open to shoppers in Austria, Belgium, the Netherlands and Poland from 15 June, joining France, Germany, Ireland, Italy, Spain and the UK. TikTok says 200 million people across Europe turn to TikTok every month.

The 12 markets you can sell into

• Germany
• France
• Italy
• Spain
• Poland
• Netherlands
• Belgium
• Austria
• Portugal
• Hungary
• Czech Republic
• Greece

Ireland is not included in the initial launch.

Are you eligible?

Your UK shop needs to meet all of these:

TikTok's fixes: if you haven't sold recently, resume selling and complete deliveries within the last 30 days. If you have a negative balance, clear it and make sure your available balance meets the minimum before applying.

How to apply

1. Find the entry. Eligible sellers see a pop-up banner when they log in to Seller Center. If you close it, you can still apply from Seller Center > Products > Global Listings.
2. Check your eligibility in the application form. If you don't meet every requirement yet, it shows what's missing so you can fix it and apply again.
3. Proof of address. Your UK proof of address is pulled in automatically, but it must have been issued within the last 3 months. If it's older, upload a new one.
4. Accept the terms. You need to tick the Digital Services Act (DSA) Terms. The Merchant Agreement and the Automatic Account Linking Agreement are accepted by default.
5. Review. TikTok says review typically takes 1 to 3 working days, and the result is emailed to the address on your UK shop. It's treated as a new application, and a rejection doesn't affect your UK shop.
6. Set up the shop. Complete five tasks: shipping address and return method, a shipping template, banking info, a responsible person and a manufacturer. If your UK shop already has a responsible person and manufacturer, you can reuse them. Then sync your products.

Customs fees to build into your prices

TikTok's guide says that for goods with an intrinsic value of €150 or less shipped directly from the UK to the EU, a €3 flat customs duty applies per item. A €2 Union Handling Fee also applies per item, whatever the value, on top of any VAT and other fees. The €150 threshold is based on item value excluding shipping and VAT, and for non-euro markets TikTok may convert the value into euros to check it.

When you sync products you can keep your UK price or set a different price per market, and choose a real-time or fixed exchange rate.

Listing your products

• Sync from your UK shop. Use Global Listings to sync products to one market or all of them, with rules for listings, inventory and pricing.
• Translate compliance information. All required compliance content must be translated into the language of each target market. TikTok's built-in tool translates text and images, or you can supply your own.
• Choose an inventory model. Shared Inventory uses one stock pool across all markets. Independent Inventory gives each market its own stock, and newly synced products start at 0.
• Check category rules. Some approved categories are restricted in EU markets or need extra attribute information or compliance documents. See TikTok's EU Restricted Products, Prohibited Products and Product Safety & Recall policies.

Product compliance

TikTok says you must hold the relevant regulatory certifications and documentation for each European market you sell to. Each market may differ, so it recommends reviewing official EU guidance or speaking to a professional advisor. If you need help, its Compliance Service Requirement Form matches you with a compliance partner, typically within 24 to 48 working hours. TikTok doesn't endorse those providers.

The areas TikTok's guide covers are:

• General Product Safety Regulation (GPSR). Separately, TikTok says responsible person and manufacturer information is required for products subject to European product compliance regulations.
• Extended Producer Responsibility (EPR), including requirements per market, batteries, packaging, and a Pay on Behalf solution.
• Dangerous goods, including how to list them and how to obtain a Safety Data Sheet.
• Category rules for electronics and electrical products, toys, baby and maternity products, cosmetics and textiles.

Shipping from the UK

Returns

EU customers' returns can't be shipped back to a UK warehouse. What happens depends on the option you choose:

The return and refund rights a customer sees follow their own country's rules.

Tax and payouts

TikTok stresses that its tax information is general guidance, not tax advice, and that you should confirm your obligations with a qualified tax advisor. What its guide says:

• You may need to register for VAT in an EU country if, for example, your business is established there, you store inventory there, or you make sales that create a local VAT registration obligation.
• An EU VAT registration must be in the same legal company name as the company on file for your UK shop.
• If you sell to customers in several EU countries, the EU One Stop Shop (OSS) may let you report and pay VAT on eligible cross-border sales in one place.
• The EU's DAC7 reporting rules may apply once you reach the reporting threshold, and TikTok may ask for your business details.
• If required tax information is missing, out of date or fails verification, payouts from your EU shop may be restricted until it's fixed.

Your EU shop is scored on its own

• Probation. If your UK shop has passed probation, your EU shop isn't put through a separate one. If not, it starts its own probation.
• Performance. Shop Performance Score and Account Health Rating are measured separately for the UK and the EU.
• Targeted checks. You must keep business, representative, identity and buyer-facing information accurate. Requested updates must be made within 7 calendar days, or the account may be deactivated.
• Settlement. UK and EU settlement periods are set separately.

Creators and content in Europe

• Content Sharing. Once your EU listings are matched to your UK ones, EU customers can buy from videos your UK creators have already made. You're opted in by default. Commission is only charged when that content drives an EU order, at your EU shop's Open Plan rate, and you can switch it off in Affiliate Center.
• EU creators. After switching to your EU shop, you can invite EU creators through Target Collaboration in Affiliate Center.
• Formats. The programme currently supports shoppable videos and shoppable photos. LIVE isn't included.
• Localising. AI Dubbing creates voiceovers in German, French, Italian, Spanish and English, and Global Post localises and reposts your videos across EU markets.

Our view: switching it on gets your products listed, not seen. Treat each country like a launch. Pick the one or two markets where your product fits best, localise the listings, get creators posting in that language, and only then put ad spend behind the videos that sell.