TikTok Shop generates far more sales in the United Kingdom than in other European countries. The German ecommerce data provider has put TikTok Shop’s sales volumes across Europe into perspective. TikTok Shop in Europe in 2025 Given its relatively early launch in 2021 and the country’s high level of online spending, it comes as no surprise that the United Kingdom is TikTok Shop’s largest European market. Last year, the United Kingdom accounted for 65 percent of all European spending on TikTok Shop, with a GMV of 2. Spain is TikTok Shop’s second-largest European market Spain, where the shopping feature wasintroducedat the end of 2024, was TikTok Shop’s second-largest European market last year, with around 570 million euros in spending, according to ECDB.