Sellers from eight European Union member states will soon be able to offer their products to British consumers on TikTok Shop. In mid-June, for example, the shopping platform launched in Austria, Belgium, the Netherlands and Poland. With the launch of ‘Sell Across Europe’, the platform evolved into apan-European marketplace, enabling sellers to reach consumers in twelve European countries. TikTok Shop in the United Kingdom Sellers in Belgium, Germany, France, Ireland, Italy, the Netherlands, Poland and Spain will soon be able to offer their products to shoppers in the United Kingdom, where TikTok Shop has been active for almost five years and where more than300,000 small businessesuse the platform. A pilot for selected EU sellers will start on 21 September, followed by a broader rollout on 19 October.