TikTok Shop guide
TikTok Shop in Europe, explained clearly
A plain-English overview of how TikTok Shop works for European brands and creators. What the Shop is, how creators earn, how commissions work, what samples are for, and how brands actually start selling.
What it is
TikTok Shop is TikTok's native e-commerce
TikTok Shop lets users buy products directly inside the TikTok app, without opening a browser. Purchases happen from short videos, from live streams and from a dedicated Shop tab on a brand's profile. Attribution, payments, refunds and commission tracking are handled by TikTok itself.
How it fits together
Brands, creators and samples
Brands run their own TikTok Shop. They invite creators through the TikTok Shop Partner program and offer commission on sales. Creators receive product samples, post content that features the product, and earn commission for every sale their videos drive. TikTok Shop handles the checkout and the payout accounting.
How to start
Two paths into TikTok Shop
You can run TikTok Shop in-house, hiring a team to source creators, ship samples, review content, chase payments and reconcile refunds. Or you can hire a TikTok Shop agency that runs that operation for you and takes a share of the sales it drives. E-comTok is the second option, focused on European brands.
TikTok Shop FAQ
Common questions
Ready to sell on TikTok Shop?
We run TikTok Shop as a managed sales channel for European brands. No setup fee, revenue share only.