The platform is expanding into new markets as pet brands explore social commerce as a route to product discovery, demand generation and sales. Seven in 10 global shoppers buy on social media, and 71% say it could become their primary shopping channel by 2030, according to the logistics company DHL, which conducted a survey in February and March 2025 among 24,000 consumers worldwide. TikTok Shop is growing in popularity, with one in three shoppers using it – a figure that increases to half among Gen Z. A pathway to discovery Meanwhile, according to research commissioned by TikTok Shop and conducted by GlobalData in May 2026, 66% of US TikTok Shop users discovered a new brand on the platform, and nearly 90% of those who made such a discovery bought something within a month. TikTok pushes further into Europe In June 2026, TikTok Shop launched in Poland, the Netherlands, Belgium and Austria, expanding its European footprint to 10 markets at the time.