TikTok sellers in both the EU and the UK will soon be able to offer their products to shoppers in the other region, as the platform is set to open up cross-border sales between the UK and several member states of the EU.
This enables sellers to not only dramatically increase their reach, but also simplify and speed up the process of expanding into new markets. However, there are important differences in how the feature works for UK and EU sellers that they need to keep in mind.
TikTok Set to Offer Cross-Border Sales Between the UK and the EU
In a move that will simplify operations and expand reach for hundreds of thousands of businesses, TikTok Shop is opening up cross-border sales between the EU and the UK.
TikTok Shop has exploded in popularity throughout both Europe and the UK as it has become a go-to platform for product discovery, and now sellers in each market will be able to offer their products to buyers in the other.
The feature will begin with a pilot for select sellers on September 21st, 2026, and this is followed by a broader rollout on October 19th, 2026.
However, sellers in these regions should be aware that how this new feature works varies slightly depending on where they’re selling to, and they must know that not all EU member states are part of the new feature.
Selling From the UK to the EU
For UK companies looking to sell to the EU, the feature allows them to sell items directly through TikTok Shop to the 12 countries in the Sell Across Europe network, which are:
- Germany
- Italy
- France
- Spain
- Poland
- The Netherlands
- Belgium
- The Czech Republic
- Austria
- Greece
- Portugal
- Hungary
A seller’s eligibility to be able to sell to these markets is determined by a real-time assessment of their current account status and performance.
Specifically, sellers need to be an active local seller already onboarded in the UK, have an account in good standing, and have active sales within the last 30 days. Sellers also must not have a significant outstanding negative balance in their account.
If a seller is eligible to sell to the EU, they can decide to either use Ship by Seller, or, if they have an overseas warehouse, they may also be able to use Ship by TikTok.
Of course, sellers also need to ensure they have the relevant certifications and documentation for each area that they decide to sell to.
Selling From the EU to the UK
On the other hand, for EU sellers looking to offer their products to the UK, there are some differences. While sellers in the UK can sell to 12 different designated markets in the EU, only sellers in eight EU markets can sell their products to the UK.
This includes sellers in:
- Belgium
- Germany
- Spain
- France
- Ireland
- Italy
- Netherlands
- Poland
The eligibility determination is the same as with UK sellers, as EU sellers need to be an active local seller in an EU market, have an account in good standing, have active sales in the last 30 days, and be in good financial standing. Sellers also need to have all the proper documents and certifications to legally sell their chosen products in the UK market.
A major difference, however, is that Ship by Sellers is the only shipping option for EU companies selling items to the UK. As a result, you’ll be responsible for picking your courier, paying them, and handling customer service if the delivery goes wrong.
Our Take
Easier Market Expansion With Fewer Barriers
This move is a massive win for sellers in both regions, as it lets them expand to new markets more easily. For example, sellers in the UK won’t need to suffer through fragmented single-country setups for different places, as this move instantly gives them access to some of the largest markets in the EU at once.
The move also gives sellers in both regions access to massive, new, and high-intent buyer pools, making it much easier to reach new potential customers and dramatically expand reach, without a ton of effort on their part.
It also offers sellers more opportunities for partnerships with creators on TikTok and other platforms in other regions, and lets them manage both domestic and cross-border shops in a streamlined and unified interface.
