Sell Across Europe enables eligible TikTok Shop sellers to expand into multiple European markets from a single Seller Centre account. This guide walks you through every stage of your expansion journey, from preparing your shops and listing products to fulfilling orders and growing your business across Europe.

👤 Before You Begin

This guide is designed for EU sellers who want to expand their existing TikTok Shop business into additional European markets using Sell Across Europe.
Whether you're launching in your first new market or expanding into multiple countries, this guide explains how to prepare your shops, publish products, configure fulfilment, and grow your business across Europe.

📖 Jump to a Section

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Prepare to Sell Across Europe

What is Sell Across Europe?

Sell Across Europe enables eligible TikTok Shop sellers to expand their business into multiple European markets from a single Seller Centre account. Instead of managing each market separately, you can use one centralised workflow to publish products, localise listings, manage inventory, fulfil orders, and grow your business across Europe.
With Sell Across Europe, you can:

• 🌍 Expand into multiple European markets by opening Destination Shops linked to your Home Shop.
• 📦 Publish products across markets using Global Listing, reducing the need to create listings individually.
• 🌐 Localise your product catalogue with automatic translations and market-specific pricing.
• 🤝 Configure inventory and fulfilment to support cross-border order management.
• 🚚 Grow your business through creators, campaigns and AI-powered tools.
• 📈 Access expansion programmes and incentives to support your growth.

Available Markets

Sell Across Europe allows EU-registered sellers to manage multiple European marketplaces from a single Seller Centre account. This means you can expand your customer reach without the hassle of setting up local business operations for each new market.
To get started, your business must be registered in an eligible Home Shop country. Once your shop is fully set up, you can list and ship products to buyers across a wider range of Destination Markets.

Understanding Home and Destination Shops

As mentioned above, expanding with Sell Across Europe means your Home Shop and Destination Shops will be linked under one Seller Centre account.
Example Scenario: If you initially register your TikTok Shop Seller Account in Germany, your expansion setup would look like this:

• 🇩🇪 Germany = Home Shop
• 🇫🇷 France = Destination Shop
• 🇵🇱 Poland = Destination Shop
• 🇬🇷 Greece = Destination Shop

This guide walks you through every stage of your expansion journey, from preparing your shops and listing products to localising your catalogue, growing your reach, and managing fulfilment across Europe.

Why Sell Across Europe?

Sell Across Europe provides the tools and support you need to expand, manage and grow your business across multiple European markets.

Who Can Sell Across Europe?

To sell across multiple European markets with Sell Across Europe, you first need to successfully register and complete the setup of a TikTok Shop in an eligible EU market. This becomes your Home Shop, where you manage your business and begin your expansion journey.
Once your Home Shop has been set up, TikTok Shop automatically creates your eligible Destination Shops, making it easy to expand into supported European markets without registering a new seller account for each country.
Before you start selling across Europe, make sure you've completed the following:

• ✓ Successfully registered and completed the setup of your Home Shop.
• ✓ Reviewed your newly created Destination Shops.
• ✓ Configured your warehouse, shipping and payment settings.
• ✓ Confirmed your products are eligible for sale in your destination markets.
• ✓ Completed any required tax and regulatory requirements, such as Extended Producer Responsibility (EPR), where applicable.

Once you've completed these steps, you're ready to use Global Listings to publish eligible products to your destination shops and start selling across Europe.
📖 Next step: Continue to "Complete Your Shop Setup" if you're new to TikTok Shop. If you've already completed your shop setup, skip ahead to "Review Your Shops Before You Start Selling".

Complete Your Shop Setup

Are you new to TikTok Shop?✅ YesComplete the Shop Setup Guide before continuing.
✅ NoSkip this section and continue to next section
Review Your Shops Before You Start Selling.Complete your shop setup before selling on TikTok Shop. Your shop must be fully configured in Seller Centre.

Review Your Shops Before You Start Selling

Once you've completed your Home Shop setup, TikTok Shop automatically creates your eligible Destination Shops and copies selected settings to help you get started.
Before listing products across Europe, review each shop to ensure the copied settings are correct and complete.
💡 Good to knowDuring your initial Sell Across Europe setup, warehouse and shipping settings are copied from your Home Shop to your newly created Destination Shops. After setup is complete, future changes are managed independently for each shop and won't sync automatically.

Shop Probation

All sellers' active EU shops are subject to the New Shop Probation. Once the seller meets the graduation criteria for one or all active shops, all markets will graduate simultaneously.

• At "Beginner" status, you can receive up to 50 orders across all your EU shops every day and you can upload up to 100 products.
• At "Standard" status, you can receive up to 100 orders across all your EU shops every day and you can upload up to 200 products.
• At "Premium" status, you can receive up to 150 orders across all your EU shops every day and you can upload up to 1000 products.
• At "Pro" status, there are no more limits on the number of orders you can receive every day or the number of products you can upload. "Pro" status also means your shop has graduated from our Probation Program!

The table below outlines the tasks you need to complete to hit each status:
You can find more about the seller New Shop Probation here.

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Before continuing, make sure you have:✅ Registered a Seller Centre Account
✅ Completed onboarding and shop setup
✅ Reviewed your Destination Shops
✅ Confirmed shop settings
Once your Home Shop and Destination Shops have been reviewed, you're ready to start creating products in your Home Shop.

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List Your Products

Before you can publish products across Europe, they must first be created and approved in your Home Shop. This section explains the available product creation methods, product eligibility requirements, and regulatory checks before using Global Listing.

Create Products in Your Home Shop

Before you can use Global Listings to Sell Across Europe, your products must first be created and approved in your Home Shop (the TikTok Shop where you originally registered your seller account). Global Listings uses these existing product listings as the source for publishing products to your Destination Shops.
You can create products in your Home Shop in several ways, depending on your business needs:

• Add products manually for individual listings.
• Upload products in bulk using Excel templates.
• Import products from Amazon using a supported Amazon product URL (available only for sellers with a Home Shop registered in Germany, France, Italy, Spain or Ireland).
• Sync your catalogue using supported API or third-party integrations, such as Shopify or other supported commerce platforms. Learn more in the Shopify Integration Guide (for Shopify merchants) or the Sell Across Europe API 2026 Integration Guide (for all other supported integrations).

Before publishing, ensure your products comply with TikTok Shop policies and any applicable EU regulatory requirements, including category-specific compliance information where required. See the next section for more information. Once your products have been approved and are live in your Home Shop, you can use Global Listings to publish them to eligible Destination Shops across Europe. Learn how in Section 3: Global Listing.
📖 Learn more: For detailed instructions on creating, importing and managing products, see the Manage Products Guide.
💡 Good to knowProducts only need to be created once in your Home Shop before they can be synchronised to eligible Destination Shops using Global Listing.

Review Restricted Products

Sellers may list the same product categories as they list in their Home Shop. However, the following product categories are not enabled for Sell Across Europe:
❌ Food & Beverage (applicable to all EU5 countries)
❌ Food Supplements (applicable to all EU5 countries)
❌ Jewellery (applicable to all EU5 countries)
❌ Baby & Maternity (applicable to all EU5 countries)
❌ Books (applicable to DE & FR only)
❌ Second-hand Products (applicable to all EU5 countries)
Note that the above product categories are subjected to additional listing requirements in the Home Shop before they may be listed.
You find more information about restricted products in the TikTok Shop EU Restricted Products Policy and on unsupported and prohibited products in the TikTok Shop EU Prohibited Products Policy.*EU5 = Germany, France, Italy, Spain, Ireland

Complete EPR Requirements

Extended Producer Responsibility (EPR) is a policy making producers accountable for a product's entire lifecycle, from design to recycling, to reduce environmental impact. How EPR is implemented can vary from country to country. Sellers must comply with local regulations for each destination market that they are selling into.
If you're selling products subject to Extended Producer Responsibility (EPR), you must comply with the local EPR requirements of each destination market before listing your products.
📖 Learn more about EPR and see our guidance to understand the EPR requirements per market.
You can find the steps of navigating Seller Centre to manage EPR requirements here.
📖 Next step: Your products are now ready to be published across Europe. In the next section, you'll learn how to use Global Listings to synchronise products across your destination markets.

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Expand and Localise Across Europe

Once your products are live in your Home Shop, you can use Global Listings to publish them across multiple European markets. This section covers product synchronisation, pricing, inventory, localisation and publishing.

Open Global Listings

In Seller Centre, navigate to Products → Global Listings.
Global Listings enables you to synchronise products from your Home Shop to one or more Destination Shops using a single workflow.
To get started, first choose the Home Shop that contains the products you want to expand across Europe.

Select Your Home Shop

Select the Home Shop containing the products you want to publish to your Destination Shops.
We recommend selecting the Home Shop with your most complete and up-to-date product catalogue.

Select Products and Target Markets

Select the products you want to publish, then choose the Destination Shops where they should be listed.
Available markets include:

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

You can sync all eligible products or select specific products only.
Next, configure how pricing and inventory should be managed across your selected Destination Shops.

Configure Pricing and Inventory

Before publishing your products, choose how pricing and inventory should be managed across your Destination Shops. These settings determine how product prices and stock are synchronised after publishing.

Pricing Rules

• More consistent take-home amount: A market-specific price reduces margin differences caused by local VAT and logistics costs.
• Less manual calculation: TikTok Shop calculates the recommended price for each additional market.

1. Start with the Home Shop selling price.
2. Remove Home Shop VAT.
3. Subtract the estimated Home Shop shipping cost to calculate estimated net proceeds.
4. Convert the net proceeds into the Destination Shop currency, if required.
5. Add estimated destination-market shipping and VAT.
6. Round the recommended destination price to one decimal place.

• In Rule settings, the Price rule column is set to Same net proceeds price rule by default.
• Review the rule for each target market. Keep the default or select another available option from the dropdown.
  

• Same price as the Home Shop
• Percentage (%) above the Home Shop price
• Percentage (%) below the Home Shop price
• Fixed amount above the Home Shop price

• Product details: Changes to size, weight or fulfilment information may affect estimated shipping.
• Seller rating: For some fulfilment methods, rating changes can affect logistics estimates.
• Logistics price cards: Updated shipping prices may change the recommendation.
• Exchange rates: Prices may be recalculated where currency conversion is required.

1. Will the Destination Shop price match the Home Shop price?

2. Does the rule guarantee the same profit in every country?

3. Can I choose a different rule?

4. Why does currency conversion matter?

5. Availability: Some SKM merchants may not be able to see or use Pricing Rules. Contact your Account Manager (AM) if you have questions about access or eligibility.

Currency Conversion

Exchange rates are updated regularly. You can choose whether product prices should automatically update when exchange rates change.
Once you've selected how prices should be managed, choose how inventory should be synchronised across your Destination Shops.

Choose the Right Inventory Model

Choose the inventory model that best matches how you manage stock. Shared Inventory lets multiple markets use the same inventory pool, while Independent Inventory keeps inventory separate for each market.
What happens after you choose an inventory model?Shared Inventory

• Your Home Shop and Destination Shops share the same inventory pool.
• Orders from any market deduct stock from the shared inventory.
• Inventory can only be updated in the Home Shop.
• Destination Shops cannot edit inventory independently.

Independent Inventory

• Each Destination Shop maintains its own inventory.
• Newly synced products are created with 0 available inventory in the destination market.
• After products are synced, update inventory in each Destination Shop under Products → Manage Products → Manage Stock.
• Inventory changes only affect that specific market.

💡 Still unsure? Shared Inventory is recommended for sellers managing inventory from a single warehouse, while Independent Inventory is better suited to sellers managing stock separately for each market.

Localise and Publish Listings

Before publishing your products to your Destination Shops, review your product information to ensure it is accurate and ready for each market. This includes checking translations, confirming product details, and completing the publishing process.

Review Product Translations

The tool supports:

• Text translation for product titles, descriptions, attributes and SKU information
• Image translation for text displayed within product images

Image translation may take longer to complete than text translation.
If your product contains safety warnings, additional safety warning translation support may be provided during the translation process.
Once translation is complete, review the translated content and make any necessary edits before publishing. If you do not want to translate your product images, you can choose to skip image translation and update them later.

Publish Products

Once you have reviewed your settings and translations:

1. Review the product information.
2. Accept the applicable terms.
3. Confirm synchronisation.

Your products will then be published to the selected markets.
⚠️ Important – EPR Requirements: Depending on the products you sell and the markets you're selling into, you may need to submit Extended Producer Responsibility (EPR) information before your products can be offered for sale. Although EPR information isn't required during product synchronisation, it must be completed before products become available for purchase in applicable markets. 📖 Learn more about EPR and see our guidance to understand the EPR requirements per market.

Manage Failed Products

Not all products may synchronise successfully on the first attempt. After publishing, review the synchronisation results to identify any failed products, understand the reason for the failure, and update the required information before republishing.
The synchronisation results show:

• Successfully synced products
• Products pending action
• Failed products and reasons for failure

If a product cannot be published, follow the guidance provided, update the required information and resubmit the listing.

Managing Inventory After Publishing

After your products have been published, inventory management depends on the inventory model you selected during Global Listings.

Shared Inventory

If you're using Shared Inventory:

• Update inventory in your Home Shop.
• Inventory changes automatically sync to all connected Destination Shops.
• Destination Shops cannot edit inventory independently.

Best for:

• Sellers operating from a single warehouse.
• Sellers who want one shared inventory pool across all markets.

Independent Inventory

If you're using Independent Inventory:

• Update inventory separately in each Destination Shop.
• Newly synced products are created with 0 available inventory.
• To start selling, assign inventory in each market under Products → Manage Products → Manage Stock.
• Inventory changes only affect the selected market.

Best for:

• Sellers operating multiple warehouses.
• Sellers allocating inventory independently by country.

💡 Good to knowYou can change the inventory model for a Destination Shop after products have been synced.
When switching:

• Shared → Independent: Destination Shop inventory is reset to 0. You'll need to manually allocate inventory before products can be sold.
• Independent → Shared: Destination Shops begin using the Home Shop's shared inventory pool, and inventory is managed centrally from the Home Shop

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Using Shopify to Sell Across Europe

Seller Centre and Shopify are now fully compatible, meaning that whether you choose to upload your product listings to sell across the EU via Shopify or Seller Centre, you can easily manage them across both systems. This full integration ensures your listings stay connected effortlessly, allowing you to oversee your products and sales from either platform without any friction.
The 2 options to manage your product listings for EU markets in Shopify:

1. Auto-sync listings on Shopify - This is the solution in Shopify that once enabled allows you to automatically publish existing products in each of TikTok Shop's EU markets that you wish to sell in. These products can be automatically replicated directly from Shopify products that are in your primary shop into all the EU markets.
2. Global Listings in Seller Centre - This is the solution in Seller Centre that allows you to manually replicate an existing product from your primary shop to your other EU markets.

Whichever route you choose, your orders will sync as usual, so you can keep selling across the EU without the manual workarounds.
📖 Learn more

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Using 3P Connectors

If you manage your shop through a third-party (3P) connector or an integration solution, you may be able to Sell Across Europe via TikTok Shop’s Replicate Product and Binding APIs. Please check with your integration provider to see if they support cross-market replication and how to set it up.
⚠️ Important: It is not recommended that sellers use the Global Listings tool in Seller Centre while also running an integration, as this can create data sync inconsistencies. Some connectors are compatible with Global Listings; others are not.
Which 3P Connectors Can Sellers Use to Sell Across Europe?We have the following connectors that can provide the Sell Across Europe functionality for sellers:
If you are a developer who is interested in implementing the Sell Across Europe via an API, please follow this in-depth guide which provides you with the information needed to get started: Sell Across EU API 2026 | TikTok Shop Integration Guides

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Congratulations! Your products are now published across your selected European markets. The next step is configuring your fulfilment settings so you can begin receiving and shipping customer orders.
📖 Next step: Learn how to fulfil orders across Europe.

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Fulfil Orders Across Europe

Configure Warehouses & Fulfilment

If you're selling across multiple European TikTok Shop markets using Sell Across Europe, you'll need to configure your warehouse and fulfilment settings before you can receive and ship customer orders. Seller Centre provides the tools to configure warehouses, fulfilment settings and shipping options for your European shops.
In this section, you'll learn how to:

• Set up shipping warehouses and return warehouses.
• Configure warehouse mapping for different fulfilment models.
• Understand how TikTok Shop selects a fulfilment warehouse for each order.
• Configure shipping methods and Shipping Templates.
• Prepare your fulfilment setup before you start selling across Europe.

Before configuring your fulfilment settings, keep the following in mind:

• You can create multiple shipping warehouses and return warehouses for each shop.
• Products can be assigned inventory across multiple warehouses.
• Orders are automatically fulfilled from an eligible warehouse based on your warehouse configuration, inventory availability, and fulfilment rules.
• Some fulfilment models require additional warehouse mapping or Shipping Template configuration before products can be shipped.

Set up your warehouses

Before you start receiving orders, configure the warehouses you'll use to fulfil customer orders and process returns across your European markets.

Add a shipping warehouse

PathSeller Centre → Logistics → Warehouses

Adding a return warehouse

PathSeller Centre → Logistics → Warehouses⚠️ Important

• Your default warehouse
  • The first warehouse you create for an EU shop (excluding Ireland) becomes that shop's default warehouse.
  • You can change the default warehouse at any time.
  • Your default warehouse is used during product listing, but it does not mean every order will ship from this warehouse.
  • TikTok Shop automatically selects the most appropriate fulfilment warehouse based on factors including:
    • customer location
    • warehouse availability
    • available inventory
    • fulfilment configuration
• Active warehouse doesn't always mean available
  • A warehouse marked as Active is enabled within Seller Centre.
  • However, this doesn't necessarily mean it can fulfil orders in every market.
  • Actual Warehouse availability also depends on:
    • the fulfilment model used for the destination market
    • whether a Shipping Template is required
    • whether inventory has been assigned
    • your Sell Across Europe inventory configuration
• Every shop needs an available warehouse
  • If a shop doesn't have an eligible warehouse configured, it won't be able to fulfil orders.

Map your warehouses when using an integration

If you manage your inventory using an integration, such as Shopify, CedCommerce, or Silk, you'll need to map your external warehouses to your TikTok Shop warehouses.
Warehouse mapping ensures inventory is synchronised correctly between your external system and TikTok Shop.
⚠️ Important

• Warehouse mapping only determines how inventory is synchronised between your external platform and TikTok Shop. It does not determine which warehouse fulfils an order.
• When using Sell Across Europe, TikTok Shop automatically selects the fulfilment warehouse based on warehouse availability, inventory allocation and the fulfilment rules configured in Seller Centre.

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Shipping and Fulfilment Options

TikTok Shop offers different fulfilment options depending on where your products are stored, where they're being shipped, and the logistics services available in each market. This section explains when to use each fulfilment option and how to configure it.
Choose the Right Fulfilment OptionAt TikTok Shop, there are three shipping options available to sellers depending on where the parcel is being shipped from and where it's going. These options are summarised in the graphic below:
What shipping options are available based on the country the parcel is being shipped from and the country it's going to? First up, it's important to understand that the shipping options available to you depend on the country from which you're shipping the parcel from, and the destination country of the parcel.
L2L (Local to local) refers to domestic shipments while Intra EU (Sell Across Europe) refers to shipments to a different EU country:
Determining Your Logistics ServiceThis step is automatically assigned by the platform. The assigned logistics service type (Shipped via Platform 4PL or Shipped by Seller 3PL) depends on two core factors: Ship from (the country where your selected warehouse is located) and Ship to (the shipping direction: Domestic / Intra EU).

When do you need a Shipping Template?

Shipping Templates are only required when using Shipped by Seller (3PL). If you're using the default Shipped via Platform (4PL) fulfilment model, no Shipping Template is required.
If you plan to use Shipped by Seller for fulfilment between a specific warehouse and destination market, you'll need to:

• create a Shipping Template
• link it to the correct warehouse and destination country

If you wish to use Shipped by Seller, please contact your Account Manager to add you to an allowlist.

How to create a Shipping Template for Shipped by Seller

Link a Shipping Template to a warehouse

After creating your Shipping Template, you must assign it to the warehouse and destination market where it will be used.
Keep these points in mind:

• You don't need a Shipping Template for every warehouse-country combination. Shipping Templates are only required where the fulfilment route uses 3PL. If the fulfilment route uses TikTok Shop 4PL, no additional Shipping Template is required.
• Markets without Shipped via Platform support (such as Ireland) may require separate Shipping Template configuration.

Shipped via Platform (4PL)

'Shipped via Platform' is is a logistics option where delivery services are managed by TikTok Shop. It is designed to help you start selling quickly, with a simple setup and built-in shipping tools.
Once a customer places an order, TikTok Shop will automatically assign a tracking number, generate a shipping label, and allow you to print the label directly from Seller Centre. As a seller, you are responsible for storing your products, packing and labeling orders, and handing parcels over to the assigned courier.
There are two delivery handover options:

• Drop-off at a local parcel shop. This is the default service when you first start using Shipped via Platform.
• Pick-up from your warehouse. Once you hit the minimum order volume threshold, you can get parcel pickup service from your warehouse on working days. For sellers who are eligible for the 'Collections by TikTok' service, you can easily combine and handover all your domestic & international TikTok Shop shipments to the same driver!
  View the complete guide to Shipped via Platform
  View shipping rates for selling across Europe

Why use Shipped via Platform?

• Easy to use: Download shipping labels from Seller Centre and hand parcels to the courier. Tracking updates are automatic, and PUDO locations are managed directly in Seller Centre.
• Violation protection: Against logistics related metrics.
• Compensation Coverage: TikTok Shop takes responsibility for eligible refund claims related to logistics issues, so you don’t have to handle them.
• Customer support: Our support team handles logistics-related enquiries.

How to Set Up a Handover Method for Shipped via Platform

Once you have completed the above three steps, the final task is to set up your handover method for routes where you're using Shipped via Platform. You may also review and edit the remaining relevant settings on this page at the same time to ensure all configurations are in place.

How to Fulfil Orders through Shipped via Platform

Once you have set up your warehouse and determined Shipped via Platform as your shipping method, the below demonstrates how to generate and print shipping labels and hand over your orders to the courier.

Note on courier selection: Courier is always assigned by the platform based on a variety of factors (volume, location, parcel size, etc.).

Weight & Dimension restrictions for Shipped via Platform

Shipped Via Platform (4PL) Carrier Info

This section provides detailed information about the logistics providers, shipping methods and thresholds for the Sell Across Europe Shipped via Platform service. Please refer to the table below for country-specific details:

Fulfilled by TikTok (FBT)

As of 1 Aug 2026, you can store inventory in FBT warehouses in Germany / Spain / Italy / France to fulfill customer orders across 13 EU countries:
🇩🇪 Germany, 🇪🇸 Spain, 🇫🇷 France, 🇮🇹 Italy, 🇮🇪 Ireland, 🇵🇱 Poland, 🇳🇱 Netherlands, 🇧🇪 Belgium, 🇨🇿 Czech Republic, 🇦🇹 Austria, 🇬🇷 Greece, 🇵🇹 Portugal and 🇭🇺 Hungary.
FBT manages storage, picking, packing, delivery, customer service and returns (if applicable). This solution lets you focus on growing your business while we manage fulfilment.
To sell across Europe with FBT, sellers must register with FBT through their German / Spanish / Italian / French TikTok Shops. Learn more FBT Pricing and how it works:

• FBT DE
• FBT ES
• FBT IT
• FBT FR
  

Key Benefits

• Easier EU expansion – Seamlessly grow your shops and boost GMV across Europe
• Hassle-free logistics – Let FBT manage both domestic and cross-border fulfillment, so you can focus on selling
• Lower costs – Enter new markets with FBT’s competitive rates

Why FBT?

• Let us handle storage and order fulfilment, so you can focus on growing your sales
• Enjoy faster delivery: 1-2 business days for domestic orders, 4-5 business days for intra-EU orders
• We’ll manage all logistics-related customer support for you
• We cover eligible customer refunds caused by logistics issues - saving you the cost
• Use TikTok Shop-branded packaging to build customer trust and boost your brand

How to Set up

• To be eligible, you must hold a valid VAT registration in the country where your inventory is stored.
• You must enroll in FBT under either your German / Spanish / Italian or French Shop.
• You need to use the Global Listings Tool to list products in each country you would like to sell in.

🚀 Interested? Take action now!Click here to learn more about Sell Across Europe with FBT
FBT Rate Cards: Germany, Spain, Italy, FranceFBT Registration Pages: Germany, Spain, Italy, FranceFBT Germany Deck, FBT Spain Deck, FBT Italy Deck, FBT France Deck

Shipped by Seller (3PL)

If you choose the Shipped by Seller (3PL) option, you are responsible for the entire logistics process, including inventory storage, picking, packing, shipping and customer support for shipping issues. This option offers complete control over your fulfilment operations, but can involve more manual steps.
Note:

• If orders from IT, DE, FR and IE stores are planned to be fulfilled from the same country, sellers must select the “Shipped by Seller” (3PL) option and ensure the inventory is correctly updated in the corresponding regional warehouse. 📖 Learn more
• Shipped via Platform will be your default option when selling across the EU unless you adjust your shipping set-up. Orders are assigned to the shipping setting that was set up when the order was placed.

How to Fulfil Orders through Shipped by Seller

Once your warehouse and shipping settings are in place, here’s how to process and hand over your orders using Shipped by Seller:

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Grow Your Reach

Grow Faster with Expansion Incentives

Sell Across Europe Growth Incentives reward eligible sellers and agencies for expanding into new European markets and driving cross-border growth. Rewards vary by campaign, market and seller eligibility.

Seller Growth Incentives

Agency Growth Rewards

Work with Creators

How TikTok Shop Affiliate works with Sell Across Europe

With Sell Across Europe, your existing TikTok Shop Affiliate settings are automatically applied to any new shops you open in EU markets, helping you scale faster, with less effort. You don’t need to reconfigure your settings—your affiliate strategy grows with you. You can also collaborate with local creators in each EU country to promote your products, increasing visibility and sales opportunities across the region.

• Set Local Commission Rates: You can customise commission rates for each country. Simply switch to the target market in Seller Centre, then go to Affiliate Centre → Open Collaboration to set your rates. Creators earn commissions based on the rate set in the country where the order is placed.
• Global Product Visibility: Whether your products are listed locally or synced from another market, they are equally visible to creators and eligible for promotion across the EU.

Two ways to collaborate with creators

You can track each collaboration performance in the Seller Centre, helping you identify top-performing creators and optimise your strategy as you grow.

Sync open collaboration settings across all 13 European markets at once

TikTok Shop allows sellers to sync modifications made through Open Collaboration in one market to any other or all other European markets, instead of requiring sellers to switch between different sites to perform the same action multiple times.

Target invitation and message creators across Europe in one place

You can now view, send and automatically translate target invites across Europe through the same page. No more switching between different country stores. This feature helps you:

How your products appear across markets

Creators can choose to promote:

• All eligible products across all available countries (recommended for maximum reach).
• Specific products or countries only.

Please note that creator LIVEs are not distributed across European countries.

How to approve sample requests across EU shops with ease

Manage product sample requests for all your European shops from a single page, without switching between individual country shops.
This update saves you time and makes collaboration with creators across Europe even smoother.

Creator short video: AI dubbing

AI Dubbing helps you reach customers in multiple European markets by automatically translating and generating dubbed audio for your shoppable videos.
Available when you promote products in multiple EU markets, this feature makes your shoppable videos instantly accessible to audiences in different languages.
When AI Dubbing is enabled, your video's spoken audio is transcribed, translated, and re-voiced using AI-generated speech. The translated versions of your video title, description, and audio are published alongside the original version. Viewers will see or hear the dubbed version based on their device or app language settings, making it easier than ever to reach international customers and grow your presence across Europe.
How to Turn off AI Dubbing

Campaigns

TikTok Shop allows sellers to manage campaigns, register products, and share content across multiple EU countries from a single, unified platform.
Navigate to Seller Centre → Marketing → CampaignsSimply visit the Campaigns page and select campaigns marked with the Europe label, or use the country filter to find campaigns available in specific markets for product registration.
Our platform supports multi-country SKUs and localised currency pricing, giving you greater control over product promotions. Manage shared inventory, adjust campaign prices in each country's local currency, and track registered products by market, all directly from the Campaigns page.
Visit the Campaign Details page to view product registration details, filter products by country, and instantly see which products are registered for a specific campaign.

Create Multilingual Content

As you expand your business across Europe, creating engaging shoppable content helps more customers discover your products and gives them the confidence to buy.
Shoppable Videos and Shoppable photos can help you:

• Showcase your product’s key features
• Demonstrate how the product can be used in real life
• Tell your brand story directly in the TikTok feed
• Build trust with potential customers
• Drive shoppers from discovery to purchase

To help you get started, TikTok Shop offers a suite of free AI-powered content creation tools in Seller Centre. These tools make it easier to create engaging shoppable content for your home market.
If you sell across multiple EU markets, TikTok Shop also offers Global Post tools. These tools help you repurpose content from your home country and publish localised versions in other countries. This makes it easier to reach more shoppers across borders with less manual work.

Choose the Right Tool

Depending on the content you already have, different tools can help you create or localise content more efficiently.
The availability of each tool depends on your market and content format. The tables below provide an overview of the tools available for Shoppable Videos and Shoppable Photos.
Shoppable Video ToolsShoppable Photo ToolsShoppable Photo tools are available for whitelist sellers only. Reach out to your Account Manager to learn about specific requirements.
You've now explored the tools available to help grow your business across Europe, from incentives and creator collaborations to AI-powered content localisation. Next, make sure your business meets the tax and regulatory requirements for selling across European markets.

Shoppable Video Tools

Shoppable Video tools help you create engaging product videos that customers can purchase directly from. These tools are useful if you want to create video content without needing a large content team, filming equipment, or editing skills.

Auto-generate Video

What it isAuto-generate Video is a tool that automatically creates shoppable videos for you. You simply select a product and highlight its key features. The platform then helps generate a video that can be used for TikTok Shop content.
How to use itUse Auto-generate Video when you want to create a shoppable video quickly without filming or editing.
A typical use case is:

• Select the product you want to promote
• Highlight the product’s key features
• Let the system automatically create a shoppable video

Image to Video

What it isImage to Video is a tool that turns your existing product photos into short, ready-to-publish shoppable videos. You do not need to film a new video or edit manually.
How to use itUse Image to Video when you already have product images and want to turn them into video content.
A typical use case is:

• Select a product
• Add your product photos
• Let the system create a short shoppable video

📖 Learn more

AI Dubbing

What it isAI Dubbing is an enhanced AI tool within Shoppable Videos. It helps sellers create high-quality, voice-enabled product videos for TikTok Shop’s EU markets.
AI Dubbing can generate multilingual voiceovers in:

• German
• French
• Italian
• Spanish
• English

It also supports natural lip sync and customised voiceovers, helping videos feel more authentic and more consistent with your brand.
How to use itUse AI Dubbing when you already have a short product video and want to localize it for another EU market.
A typical use case is:

• Start with a short product video
• Select the product
• Select the target language
• Let AI generate the voiceover script and narration
• Enable lip sync if you want the mouth movements to match the voiceover
• Choose between standard AI voices or a customised voice based on your own recording

📖 Learn more

Global Post

What it isGlobal Post is a cross-market video publishing and AI-powered localisation tool. It helps you scale content across multiple EU markets with less manual effort.
With Global Post, you can translate, localise, and repost your shoppable videos. AI can help handle speech, captions, and on-screen text.
The system can also:

• Batch-repost eligible videos
• Backfill eligible historical videos
• Auto-match mapped products in target markets before posting

How to use itUse Global Post when you already have video content in one market and want to publish localised versions in other EU markets.
A typical use case is:

• Start with eligible shoppable videos from your source market
• Select the target markets where you want to publish
• Use AI Translation & Auto-post or Global Post localisation features
• Let the system localise the content and match mapped products where eligible
• Publish or distribute the localized content to target markets

📖 Learn more

Shoppable Photo Tool

Shoppable Photo tools allow you to create image-based posts that customers can purchase directly from. These posts can appear across multiple TikTok surfaces, including the For You Feed, Search and the Shop tab.

Manual Post Shoppable Photo

What it isManual Post Shoppable Photo allows sellers to create photo-based posts using product images. You can upload images, tag your products, and publish the post so shoppers can buy from it directly.
How to use itYou can publish Shoppable Photos in three ways:

1. TikTok App: Create and post directly from your mobile device.
2. Seller Centre (PC): Manage and upload your image posts from your desktop dashboard.
3. AI Photo Maker: Use built-in AI tools to generate and optimise your product imagery before posting.

Use manual posting when you want more control over what you publish and when you publish it.
📖 Learn more

Auto Post (Seller Centre only)

What it isAuto Post (Seller Centre) helps automate shoppable photo creation and posting through Seller Centre. It can automatically generate, schedule, and publish shoppable photos for you.
You can choose from different image options:

• PDP Direct: Auto-post your original product images as they are.
• PDP Enhanced: Use AI to clean up and improve your image backgrounds.
• AI-Generated Photos: Let AI create new lifestyle images from scratch.

All scheduled posts can be previewed or canceled up to 5 days before they automatically go live.
How to use itUse Auto Post (SC) when you want to keep your Shoppable Photo feed active without manually creating and publishing every post.
A typical use case is:

• Go to Seller Centre
• Choose the products or images you want to use
• Select the image generation or enhancement option
• Preview the scheduled posts
• Cancel any posts you do not want to publish up to 5 days before they go live
• Let the system automatically publish the remaining scheduled posts

📖 Learn more

Which Tool Should I Use?

Different sellers may need different tool combinations depending on how many content assets they already have and how much time they can spend on content creation.

Just Starting Out · No Content Team · Only 1–2 Product Images

If you are new to content creation or only have a few product images, start with tools that help you publish quickly with minimal effort.
Recommended tools:

• Shoppable Photo Manual Post: Publish your existing images manually at zero cost to get content live immediately.
• Auto-generate Video: Automatically transform your static product images into engaging shoppable videos.
• Global Post: Auto-translate and distribute your content across multiple markets with a single click.

This combination is best for sellers who want to start posting quickly without needing filming equipment, editing skills, or a dedicated content team.

More Assets Available · Limited Ops Headcount · Looking for Efficiency

If you already have more product images or videos but have limited operational resources, use tools that help you produce and localize content in batches.
Recommended tools:

• Image to Video + AI Dubbing: Batch-produce localized videos from your existing visual assets.
• Global Post: Automatically distribute your top-performing videos across different international markets.
• Auto-Post Shoppable Photo: Keep your Shoppable Photo feed active hands-free, reducing the need for manual posting.

This combination is best for sellers who want to improve content efficiency and scale across EU markets with less day-to-day manual work.

Analyse Your Performance

Data Compass in Seller Centre helps you monitor your shop's performance through a range of dashboards and reports. Use it to analyse sales performance, customer behaviour and content performance, enabling you to make informed decisions as you grow your business on TikTok Shop.
To access, navigate to Seller Centre → AnalyticsWhy Reviewing Your Analytics Matters

• Identify what drives sales: Understand which traffic sources, such as LIVE, Shoppable Videos and Product Cards, generate the most revenue, helping you focus on the activities that deliver the greatest impact.
• Track business growth: Monitor key performance indicators, including GMV, total orders, customer reach and items sold, over custom date ranges.
• Optimise your content strategy: Compare the performance of different content types to understand what resonates with customers and drives purchases.
• Benchmark your performance: Compare your shop with top-performing sellers in your category to identify opportunities for improvement.

💡 Note: Available reports, metrics and features may vary by market, depending on local capabilities and the features enabled for your Seller Centre account.

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Tax & VAT

Key Tax Terms Explained

To Sell Across Europe markets, it’s essential to understand a few basic tax concepts:

• VAT (Value Added Tax): A tax applied to most goods and services in Europe. Buyers pay it when they shop, but sellers are responsible for collecting, reporting and sending it to the government.
• VAT Registration: You must register for VAT with the tax office in the country where you operate. This allows you to collect and report VAT. Once registered, you will receive a VAT number.
• One Stop Shop (OSS): A simplified scheme that allows you to register for VAT in one EU Member State and use it to declare and pay VAT for sales of goods to individual customers within the EU. 📖 Learn more
• EU Directive on Administrative Cooperation (DAC7): A regulation that requires digital platforms like TikTok to collect and report information about EU sellers' income earned through the platform. EU sellers include individuals and businesses who sell goods, provide services, or rent immoveable property or transport.

⚠️ Important: TikTok Shop can’t provide tax advice. The information below is general and may not apply to your exact situation. Please check with a tax advisor.

Send an invoice

As a seller, you are responsible for providing invoices to customers upon request. TikTok Shop simplifies this process with tools for efficient invoice creation and communication.

• Customers can request an invoice: They can use the “Contact Seller” button on your shop page.
• Invoice formats supported: TikTok Shop currently supports image uploads (such as screenshots or photos). PDFs are not yet supported.
• Direct email option: You can also email the invoice directly to customers if needed.

💡 Tip: You can also print a receipt from Seller Centre, which includes product, pricing, and shipping details for a simple invoice.

Handle VAT on Sales and Fees

Understanding how VAT applies to your sales and fees is essential. Here’s what you need to know:

1. 🚦When You May Need to Register for VAT:

• Your business is established in an EU country.
• You store inventory in an EU country (e.g., in a local warehouse).
• You make taxable supplies that trigger a local VAT registration obligation (e.g. storing inventory locally or making certain domestic sales).

2. Sell in Multiple EU Countries (One Stop Shop - OSS)

If you sell to customers in multiple EU countries, you may be able to use the One Stop Shop (OSS) system to simplify VAT reporting.

• Report and pay VAT for all your EU sales in one place (your home country).
• Avoid registering for VAT in every country where you have customers.
• Save time and reduce paperwork.

Understand VAT on TikTok Platform Fees

TikTok charges Irish VAT on platform service fees to sellers established in Ireland. For other EU business sellers, platform fees are subject to the reverse charge mechanism and no VAT is charged by TikTok.
📖 Learn more

Does TikTok report anything to the tax authorities?

Yes. Under DAC7, TikTok is required to collect certain information about sellers and report it to the relevant tax authorities where required by law. As part of this process, you may be asked to provide additional tax information or documentation.
You’ll be notified when your account is close to that point and you may be asked to provide some tax details.
📖 Learn more

Affiliate Commission Invoices

If you work with creators through TikTok Shop's affiliate program, invoices for eligible creator commissions are now generated automatically and made available in your Seller Centre. This reduces manual follow-up with creators and helps you keep cleaner commission records for VAT and bookkeeping purposes.
Where to find them: Seller Centre → Finance → Invoices Center → Affiliate Commission Invoices
You can download individual creator invoices, batch files, or a consolidated Excel report. Availability depends on the creator's eligibility, authorization status, and the market's invoice cycle. When an invoice cannot be generated, an Affiliate Commission Receipt is provided instead as supporting documentation.
💡 Tip: Use the VAT-registered and Invoice-authorized filters in Affiliate Center to identify creators whose collaborations will produce invoices.
📖 Learn more