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TikTok Shop in Europe

Statistics report on TikTok Shop in Europe

This report presents insights and statistics on the TikTok Shop in Europe. The first chapter provides an overview of the global market. Next, the report features key data on the European market, including revenue figures. The study also features statistics on TikTok's competitors in Europe. In addition, it includes data on European TikTok users, such as monthly active users and app downloads. The study concludes by highlighting user behavior on the German TikTok Shop.

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Table of contents

Global overview

5
  • Premium Statistic TikTok Shops' Gross Merchandise Value worldwide 2021-2025
  • Premium Statistic TikTok Shops Gross Merchandise Value worldwide 2024, by category
  • Premium Statistic Number of products sold on TikTok Shops worldwide 2024, by category
  • Premium Statistic TikTok Shops distribution worldwide 2026, by country
  • Premium Statistic Distribution of TikTok Shop GMV vs. open job roles worldwide 2025, by region

European markets

8
  • Premium Statistic TikTok revenue in social commerce in Europe 2018-2030
  • Premium Statistic TikTok revenue in social commerce in the United Kingdom 2018-2030
  • Premium Statistic Share of goods available on TikTok Shop in the UK 2023
  • Premium Statistic TikTok revenue in social commerce in Germany 2018-2030
  • Basic Statistic Jobs supported and GDP contribution by SMEs on TikTok in Europe 2023
  • Basic Statistic SMEs using TikTok for marketing and advertising activities in Europe 2023
  • Basic Statistic SME in the EU market using TikTok for marketing 2023, by size
  • Basic Statistic SMEs increase in revenue using marketing and ads on TikTok in Europe 2023, by sector

Competitors

10
  • Premium Statistic Main social media platforms for product research in Western Europe 2024
  • Premium Statistic Main social media platforms to purchase products in Western Europe 2024
  • Premium Statistic Retailers' top social media channels for sales growth in the UK 2025
  • Premium Statistic Online retailers competing with TikTok Shop and Asian marketplaces in Germany 2024
  • Premium Statistic Main social networks used for commercial purposes in Spain 2024
  • Premium Statistic Most used social networks by online marketplace shoppers in Spain 2024
  • Premium Statistic Social media ad reach in France 2024, by platform
  • Premium Statistic Social media ad reach in Ireland 2025, by platform
  • Premium Statistic Number of beauty brands followers on TikTok in Italy 2024
  • Premium Statistic Gen Z shoppers using social media before purchasing online in Italy 2023

TikTok users

6
  • Premium Forecast Number of users of TikTok advertising in Europe 2017-2030
  • Premium Forecast Number of users of TikTok advertising in the EU 2017-2030, by country
  • Premium Statistic MAU of the TikTok app in selected European countries 2024-2025
  • Premium Statistic Monthly TikTok app downloads in selected European countries 2024-2025
  • Premium Statistic Monthly TikTok Shop Seller Center app downloads UK 2022-2026
  • Premium Statistic MAU of the TikTok Shop Seller Center app in the UK 2022-2025

Spotlight: TikTok Shop in Germany

8
  • Premium Statistic Retailer opinions on TikTok Shop in Germany 2024
  • Premium Statistic Intentions of use for the TikTok shopping feature Germany 2025
  • Premium Statistic Users buying after seeing product recommendations on TikTok in Germany 2025
  • Premium Statistic Products interesting for consumers on the TikTok Shop in Germany 2025
  • Premium Statistic Prices TikTok Shop consumers would be willing to pay in Germany 2025
  • Premium Statistic Key purchase considerations of TikTok Shop buyers in Germany 2025
  • Premium Statistic Key reason against TikTok Shop purchasing in Germany 2025
  • Premium Statistic Share of users unsure of purchasing on TikTok Shop in Germany 2025, by age group
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