TikTok Shop is TikTok's native e-commerce channel. Users can buy products directly inside the app from videos, live streams and a Shop tab, without leaving TikTok. Brands sell through their own TikTok Shop and can invite creators to earn commission on sales they drive.

Which countries have TikTok Shop?

TikTok Shop is live in the UK and several EU markets, plus the US and parts of Asia. Availability changes regularly as TikTok opens new markets to brands and creators.

How do creators earn on TikTok Shop?

Creators join affiliate programs offered by brands, receive product samples, post videos featuring the product, and earn a commission on every sale attributed to their content through TikTok Shop's tracking.

Do I need an agency to sell on TikTok Shop?

No, but running TikTok Shop well requires creator sourcing, sample logistics, content review, sales tracking and commission payouts. Most brands hire a TikTok Shop agency such as E-comTok to run that operation, especially when starting out.

Can Irish brands sell on TikTok Shop?

Yes. Irish brands can register directly or work with a TikTok Shop Partner. E-comTok operates in Ireland under the same revenue-share model used in the UK.

Is TikTok Shop Ireland separate from the UK?

Operationally the two markets share a lot of the same creator base and infrastructure, but they are billed and priced in different currencies. Campaigns can be scoped to one or both.

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.

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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 agency TikTok Shop as a sales channel E-commerce agency model

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.

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