TikTok Shop did not build its dominance gradually.
It built it fast, concentrated it in the US, and then looked west. In June 2026, it expanded into four new European markets: Austria
Belgium
Netherlands
Poland
Europe is just getting started.
The US Baseline
74.3% of all US social commerce GMV belongs to TikTok Shop
Meta’s combined platforms hold just 14.1%
All other social platforms account for the remaining 11.6%
This is not a competitive market. It is a platform that has effectively won a category.
The European Signal
The expansion follows earlier launches in France, Germany, Italy, Spain, and Ireland.
More than 100,000 European businesses joined TikTok Shop following those first launches.
Daily GMV across European markets grew triple digits between August 2025 and February 2026.
The Window
Every marketplace expansion creates a window.
Early sellers in a new market face less competition.
The algorithm favors content that fills category gaps.
Creator partnerships are cheaper before demand drives up rates.
That window is open now in four new European markets. It will not stay open long.
Final Thought
TikTok Shop’s European expansion is not a replication of its US strategy.
It is a compression of it — faster timelines, more data, fewer mistakes.
The brands that move early into new TikTok Shop markets are not just chasing sales.
They are building positions that become significantly harder to displace once the window closes.
Erene Araojo