TikTok Shop is coming to Poland on June 15, giving local shoppers a new way to buy products directly inside the app. The move brings Poland into a wider rollout that also includes Austria, Belgium and the Netherlands, alongside existing markets such as France, Germany, Ireland, Italy, Spain and the UK.
TikTok Shop is built around what it calls discovery commerce. Instead of starting with a search bar, users find products while scrolling through content, watching creators or joining live sessions, then buy without leaving the app.
That creates a different shopping experience from traditional e-commerce. A viral trend can quickly become a sales driver, helping niche local products reach new audiences and turn into bestsellers.
TikTok already attracted more than 100,000 European businesses across its existing EU markets since launching there in late 2024 and early 2025. The company says daily gross merchandise value has seen triple-digit growth between August 2025 and February 2026.
New tools for growth
Live shopping is likely to be one of the biggest drivers. During livestreams, sellers and creators can demonstrate products, explain how they work, suggest add-ons and promote bundles.
That format is useful not only for sales, but also for market research. Brands get real-time feedback from customers, which can help shape product decisions and future launches.
Cross-border selling
Shortly after launch, sellers will also be able to use TikTok Shop’s Sell Across Europe feature. That allows them to scale into other EU markets where the service is available, localize product descriptions and use approved logistics partners to ship across borders.
TikTok is also opening the door to its creator affiliate network, giving approved creators across Europe a way to earn commissions by promoting products. That should help smaller brands gain visibility quickly without having to build all of their own reach from scratch.
