In conversations with clients, we often hear the same thing: TikTok still feels like a platform they can't quite associate with their business. Many assume it's a space where teenagers chase random trends, and that their own products or services are simply too serious to fit in among that kind of content. If that's your perception too, this article is for you - we want to introduce the opportunity to sell directly on the platform, along with the recent news that TikTok Shop is expanding its presence across Europe (though it's still not available in Bulgaria).

What Is TikTok Shop, and Why Is It a Different Model of Online Shopping?

TikTok Shop is the built-in e-commerce feature on the social network that lets users discover and buy relevant products while browsing content on the platform. "Discovery" is the key word here - TikTok itself calls this shopping model "discovery e-commerce." It differs from the traditional approach, where you usually already know what you want to buy. On TikTok Shop, you discover and shop directly without leaving the app, ending up with a product that suits you even if you never intended to look for it.

We know what you're thinking: "That probably doesn't work, because people love to buy but hate being sold to." Here's TikTok's answer, backed by official data: 83% of all shoppers say they've discovered a new product through TikTok Shop, and 70% have discovered a new brand - numbers that show just how powerful the platform's algorithm is, and how well it tailors recommendations to each individual user.

How Does TikTok Shop Work?

Shopping on TikTok happens through several core formats:

• Shoppable Video: products tagged directly in a video, which you can then view and buy from a product page inside the app.
• LIVE Shopping: a format for businesses and content creators to demonstrate products live, answer questions in real time, and offer exclusive bundles and discounts limited to the broadcast (or a short window after it). It's essentially the modern, interactive version of the old TV shopping ads with their "call in the next 10 minutes" offers 😏.
• Product Showcase: a curated product collection on the brand's profile - think of it as the main "storefront" of your TikTok shop.
• Shop Tab: a dedicated section of the app that resembles a familiar marketplace, where users browse deals and promotions, manage orders, and track delivery status.

Notice why we keep calling this a different kind of experience? A few weeks ago we covered four other related developments:

• ChatGPT advertising is gaining traction
• Amazon ads no longer send you to the retailer's website
• Google Shopping is coming soon to Bulgaria
• Google is rolling out ads in AI Mode

We're no longer talking about separate steps between advertising and the sale itself. Everything now happens based entirely on user context, within the conversation or session in a given environment - whether that's a social network or a chat with an AI assistant. This is exactly why your content and usefulness strategy on each platform will matter more and more, and why no ad budget alone will be able to make up for its absence.

Latest News and Data: TikTok Shop Is Expanding Fast Across Europe

Over the past few weeks, TikTok has made a bold move to turn its Shop format into a leading sales channel in the European market as well.

As of June 15, TikTok Shop became available to shoppers and merchants in Austria, Belgium, the Netherlands, and Poland, joining the existing markets of France, Germany, Ireland, Italy, Spain, and the UK. That brings the total number of European markets for TikTok Shop to 10.

The platform's growth is remarkable: since launching in the EU in late 2024 and early 2025, more than 100,000 European businesses have joined TikTok Shop across France, Germany, Italy, Spain, and Ireland. On top of that, merchants have achieved triple-digit percentage growth in daily gross merchandise value (GMV) between August 2025 and February 2026 across these markets.

Brands already actively selling on the platform in Europe include Carrefour, L'Oréal, MAC Cosmetics, NIVEA, Pepsi, The Body Shop, Philips, and SharkNinja, alongside numerous local players.

TikTok Shop's growth isn't limited to Europe either. In the US, sales on the platform have grown 120% year-over-year, and Shop is now also present in Mexico and Brazil. The merchant catalog now spans more than 750 product categories with over 70 million listed items, with womenswear, beauty and personal care, health, sports, and electronics remaining the most in-demand categories.

The "Sell Across Europe" Feature Is Coming

TikTok Shop will soon roll out a "Sell Across Europe" feature - the ability for merchants to easily localize their product listings and ship directly to other markets using TikTok Shop's logistics partners or approved couriers. In other words, once registered in one European market, a seller will be able to expand into others more easily, without going through a separate registration process for each country.

Transparency and Support for Merchants

TikTok keeps investing in tools that help merchants grow their business on the platform. The company introduced the A.C.E. framework (Assortment, Content, Empowerment) - a new tool in Seller Center that gives sellers concrete guidance on how to attract the right audience, spark product discovery, and build long-term success.

The platform is also placing serious emphasis on transparency and consumer trust. To date, the company has invested close to $1 billion in tools, technology, and people to protect customers, merchants, and brands from counterfeit products and fraudulent practices.

As for future expansion in Europe, TikTok Shop is expected to reach the Swedish market as well (in the second half of 2026), along with further announcements about upcoming markets.

When Can We Expect TikTok Shop in Bulgaria?

As of the writing of this article, TikTok has not announced an official launch date for TikTok Shop in Bulgaria, which means you can't yet register your own shop here. For now, the confirmed European markets remain the UK, France, Germany, Ireland, Italy, Spain, Austria, Belgium, the Netherlands, and Poland.

That said, this doesn't mean Bulgarian consumers have no access to shopping on TikTok. Many of them can already buy products from merchants registered in other markets, using international shipping. And if you're a business, don't stay passive and wait for another reason to start creating content for TikTok. Even now, you can reach a large share of the platform's younger audience with organic video reach that's unmatched by any other social network. Also worth noting - you can already run TikTok ads for the Bulgarian market, and DGTalents' partnership with Aleph Holding is one of the ways you can request the setup of an advertising account for your business.

Our team keeps a close eye on every development on the platform and on social media marketing trends, so we can test and identify the most relevant, effective formats for our clients' online presence. If your business is planning an ad campaign or a sustainable digital presence, tell us about your project and get in touch with us for a marketing consultation today.

Frequently Asked Questions

What is TikTok Shop?

TikTok Shop is an e-commerce feature on TikTok that lets users buy products directly from videos and livestreams, without leaving the app.

How is TikTok Shop different from a regular online store?

While classic online stores rely on customers actively searching for what they want, TikTok Shop is built around a "discovery" model - the algorithm shows products to users who haven't actively searched for them yet, but are likely to be interested.

Is TikTok Shop available in Bulgaria?

Not yet. TikTok has not announced an official launch date for TikTok Shop with local registration for Bulgarian sellers. Bulgarian consumers can shop through cross-border merchants from other markets, but a local shop isn't available yet.

How do you set up a TikTok Shop store?

The process includes registering a business profile, verifying company details, connecting an existing online store or manually uploading products, choosing a model for working with creators, and getting approval from TikTok.

Which product categories sell best on TikTok Shop?

According to TikTok's own data, the strongest categories include womenswear, beauty and personal care, health, sports, and electronics.

What are TikTok's plans for expanding in Europe?

Following the launch in Austria, Belgium, the Netherlands, and Poland in June 2026, TikTok Shop plans to expand into additional European markets, and the "Sell Across Europe" feature will make it easier for sellers to reach multiple countries with a single registration.