TikTok Shop UK sales set to hit nearly €5 billion in 2025, far ahead of Europe
TikTok Shop’s gross merchandise value in the United Kingdom is forecast to reach almost 5 billion euros in 2025, according to ECDB. Last year the United Kingdom accounted for 65 percent of TikTok Shop’s European GMV, with 2.63 billion euros, while Spain, France and Germany each contributed roughly 9 percent.
More than 300,000 British small and medium‑sized enterprises are now selling on TikTok Shop. TikTok Shop launched in France, Germany and Italy at the end of March 2025 and has since expanded to Ireland (since late 2024) and to the Netherlands, Belgium, Poland and Austria (since June 2025). With the ‘Sell Across Europe’ service the platform operates as a pan‑European marketplace in twelve countries, and a cross‑border sales pilot between the EU and the UK began on 21 September, with a broader rollout planned for 19 October.
Last year the United Kingdom generated 2.63 billion euros of TikTok Shop GMV, representing 65 percent of the platform’s European sales. Spain, where the shopping feature was introduced at the end of 2024, was TikTok Shop’s second‑largest European market with around 570 million euros in spending, or a 14 percent share.
What we know
TikTok Shop’s GMV in the United Kingdom is expected to reach almost 5 billion euros in 2025.
In 2024 the United Kingdom accounted for 65 percent of TikTok Shop’s European GMV, with a value of 2.63 billion euros.
Spain’s TikTok Shop GMV in 2024 was around 570 million euros.
France and Germany each generated approximately 360 million euros of TikTok Shop GMV in 2024, representing about 9 percent each.
Italy’s TikTok Shop GMV in 2024 was 150 million euros, corresponding to a 4 percent European share.