TikTok Shop has extended its availability to additional merchant countries within the European Union. The move was announced on May 28, 2026, and is described by the company as part of its effort to strengthen in‑app revenue streams. By opening the shopping feature to more EU markets, TikTok is widening the geographic footprint where merchants can list and sell products directly inside the app.

The expansion aligns with TikTok’s broader strategy to deepen its e‑commerce capabilities and drive higher transaction volumes within the platform. While the announcement did not specify which countries were added, it signals a continued focus on scaling the shopping experience across Europe.

For creators, the rollout means access to a larger pool of potential buyers in the newly supported EU nations. Creators who use TikTok Shop to showcase and sell their own merchandise or affiliated products can now reach shoppers in these additional markets without leaving the app. This broader reach can help creators diversify their audience and increase sales opportunities.

Creators can continue to use existing TikTok Shop tools such as product tags, shoppable videos, and live shopping events to promote their offerings. The expanded merchant base does not change the core functionality of those tools, but it does increase the likelihood that a viewer in a participating EU country will see and purchase a featured item.

Looking ahead, TikTok indicates that it will keep investing in its shopping infrastructure to further grow in‑app revenue. Future updates may bring more merchant countries or enhanced features, giving creators ongoing chances to monetize their content through integrated commerce.