TikTok Shop’s European Expansion: Poland Poised as 7th Market

TikTok Shop is on the move again—this time with an eye on Poland. According to recent media reports, TikTok plans to roll out its e-commerce service in several new European markets, including the Netherlands, Belgium, Sweden, and Poland. If all goes according to plan, Poland could soon become TikTok Shop's seventh market in Europe.

Sources indicate that TikTok has already wrapped up its 2024 expansion plans, with the next wave of new markets likely launching in 2025.

Strong Foundation in Europe

TikTok Shop first launched in the UK back in June 2021. Since then, the platform’s e-commerce business has seen rapid growth across Europe. The service is now live in six key markets: the UK, Spain, Ireland, Germany, Italy, and France—all of which have shown promising results.

In fact, TikTok Shop's sales in the first half of 2024 are projected to reach a stunning $17 billion, marking a 60% year-over-year increase.

The UK remains TikTok Shop's largest European market, while France is experiencing some of the fastest growth. Germany, known for its stringent regulatory landscape, has helped TikTok Shop establish a solid and compliant market presence. Meanwhile, Italy and Spain are thriving in lifestyle and fashion categories, demonstrating strong market potential.

Interestingly, merchants in the UK and France now account for more than half of TikTok Shop's active sellers across Europe—a clear sign of the platform's popularity and engagement in these regions.

Poland and Beyond: A New Chapter

Looking ahead, TikTok plans to further expand its European footprint. The company's roadmap includes launching TikTok Shop in the Netherlands, Belgium, Sweden, and Poland. This move will significantly broaden TikTok's e-commerce reach across Europe and open new opportunities for local businesses.

For TikTok, launching in the Netherlands is a particularly strategic play. Not only does it boost market share, but it also offers merchants fresh opportunities to drive sales through content-driven commerce, while enhancing brand exposure and customer engagement.

Why Poland Is a Key Target

Poland's potential as TikTok Shop's next destination is no coincidence. Centrally located in Europe and sharing borders with Germany, Belgium, and others, Poland benefits from excellent logistics infrastructure and an advanced transportation network. Its ports and airports—including the well-connected Port of Amsterdam and Schiphol Airport—allow for fast distribution to surrounding countries.

Poland also ranks as Europe's fifth-largest e-commerce market, with over 90% of consumers shopping online. Additionally, social media use is widespread, with 14.3 million users spending an average of two hours per day on social platforms. TikTok alone has 2.6 million daily active users in Poland, providing a sizable audience base for e-commerce growth.

Challenges to Navigate

Of course, entering the Polish market comes with its own set of challenges. The local e-commerce landscape is mature, with established players like Bol.com, Albert Heijn, and Coolblue commanding significant market share. For TikTok Shop to succeed, it must carve out a differentiated value proposition.

Moreover, Polish consumer behavior and cultural preferences may differ from other markets. TikTok will need to localize its offerings and adapt to meet these expectations, delivering products and services that resonate with Polish shoppers.

While Poland's logistics ecosystem is strong, TikTok Shop must still fine-tune its delivery and customer service operations to ensure an exceptional shopping experience.

The Road Ahead

As TikTok's European expansion continues, its influence as a social commerce platform will only grow. For European sellers eager to tap into the TikTok Shop opportunity, now is a pivotal moment to invest and scale.

By getting an early foothold in these emerging markets—especially Poland—sellers can ride the next wave of e-commerce innovation and position themselves for long-term success.

At Forest Shipping, we're here to help e-commerce sellers navigate this exciting new landscape. Whether you're looking to ship products from China to Poland, the Netherlands, or any other European destination, our expert freight forwarding services can streamline your logistics and help you succeed in the fast-evolving TikTok Shop marketplace. Let's grow together!