Suppose a platform launches in March. Fourteen months later, almost one in five online consumers in that country has already bought something from it. Not through a search bar, not through an ad, but because a video convinced them at the moment when they weren't waiting for it at all.
That's what TikTok Shop did in Italy. And on June 15, 2026, the same platform will open in the Netherlands and Belgium.
For you as a retailer with a physical store as well as a webshop, this is news to take seriously and to act quickly. Those who start out well-prepared will reap the early mover benefits. Those who wait, watch how competitors claim the preferential position in the algorithm.
This guide tells you everything you need to know: what exactly TikTok Shop is, how to register, how to set up your product feed, how to have orders automatically processed in your checkout system as a Tilroy user, and how to correctly assess costs and legal obligations. From product feed to receipt, in one article.
In Italy, nearly 1 in 5 online consumers have already purchased through TikTok Shop, just 14 months after launch. According to TikTok/NielsenIQ, the channel grew rapidly there, with strong performance in beauty, fashion and home & living. On June 15, 2026, TikTok Shop will be available in the Netherlands and Belgium, confirm RetailDetail and Twinkle, among others.
That makes selling on TikTok now relevant for retailers with a physical store as well as a webshop. Where Instagram Shopping already popularized social commerce, TikTok brings together discovery, entertainment, content, shopping and checkout. TikTok stimulates impulse purchases by combining entertainment with e-commerce.
Through TikTok, consumers can discover products directly in creative videos, ask questions in comments or live chat, read reviews and pay via Apple Pay or Google Pay, among others. Tilroy helps retailers make this channel manageable: one retail POS system, one inventory source, one web shop, one source for product data and an optional integration for oder processing your TikTok Shop through Channable.
TikTok Shop is an integrated e-commerce environment within the app that allows businesses to sell products through shoppable videos, live shopping, live streams and a product showcase on their profile. Brands can add their entire product catalog to TikTok Shop and tag their products in videos for direct sales.
The difference between bol.com and Amazon is in intent. On bol.com, Dutch consumers often use a search engine-like search bar. On TikTok, the For You Page determines what potential customers see. The product becomes findable by behavior, trends, engagement and organic reach.
Key differences from traditional online marketplaces:
Shoppable videos and Live shopping already account for 58% of sales on TikTok Shop in Italy. In these product videos, brands, influencers or creators tag a product, after which a purchase button appears while scrolling.
Product details such as price, variants, stock and reviews open without leaving the app. Clear product pages are essential for a good user experience on TikTok. This works especially well for products with high visual appeal: fashion, shoes, beauty, accessories, gadgets and gift items.
Content on TikTok must be authentic and creative to be effective. Think less TV commercial, more fitting room advice, unboxing or "this is how to pair this sneaker." Use trending audio and hashtags to increase video visibility.
Live shopping is already huge in Asia. By 2024, TikTok shopping accounted for 68% of social media purchases in China, showing how powerful live broadcasts can become when entertainment and sales come together.
For example, a shoe store can go live from the store, show the new collection, compare sizes and take away objections directly. Viewers place products in their basket via an overlay and checkout without leaving the livestream.
Livestreams are powerful conversion tools on TikTok. Influencers increase engagement and conversions during livestreams, especially when they answer questions and demonstrate products. Interacting with viewers during livestreams can increase trust.
Each shop will have a product showcase: a mini-webshop within your profile. Here consumers can quietly store, save favorites and checkout.
At a minimum, provide:
This is important because tiktok users need to build trust before buying from new brands.
TikTok Shop launches on June 15, 2026 in the Netherlands, Belgium, Poland and Austria. Sellers can register from June 1 via seller center. With that, tiktok shop will be available for preparation in the Netherlands from that date, and for sale from June 15.
The Netherlands has an estimated 7.5 million daily TikTok users. In Belgium, Gen Z has a strong presence, but according to the SMI Barometer of Arteveldehogeschool and Comeos, young people are critical of privacy, security and reliability. This is precisely an opportunity for established Dutch brands and Belgian retailers with physical stores.
Launch partners such as Perfetti Van Melle, Versuni, N Brands, Meroda and Cloudpillo show that both big brands and niche brands are getting in. Based on Italy, rapid growth is realistic: TikTok reported triple-digit GMV growth in European markets in the early stages.
Selling through TikTok requires a TikTok Business account and registering at the TikTok Seller Center. Have these documents ready:
|
Legal Form |
Needed |
|---|---|
|
BV/NV |
Chamber of Commerce/CDE, VAT, UBO, signatory ID, bank account, proof of address |
|
Sole proprietorship/vof |
Chamber of commerce/KBO, VAT, valid ID, bank account, proof of address |
Note: name on ID, KvK/KBO and bank account must match space-for-space. Errors delay approval.
New shops may fall into New Shop Probation: temporary limits on orders and uploads until you prove reliability. The Late Dispatch Rate is critical in this regard. Customer service must be able to handle questions on TikTok within two business days.
For Belgium: product information, invoices, return conditions and support in Dutch for Flanders and French for Wallonia/Brussels.
Good product data determines visibility, conversions and error-free order processing. You can add products manually, via a product feed or via an API/connector such as Channable.
Supported formats are CSV, XML/RSS/Atom and ZIP/GZ, up to about 50 GB and 20 million lines. Required fields:
|
Field |
Purpose |
|---|---|
|
sku_id |
unique SKU |
|
title |
title, max. 150 characters |
|
description |
product description |
|
availability |
stock status |
|
condition |
new/used |
|
price |
price |
|
link |
product-URL |
|
image_link |
main image |
|
brand |
brand |
Also add item_group_id, google_product_category, GTIN/EAN, MPN, color and size and therefore link your product catalog centrally.
An extra sales channel sounds attractive, until it becomes an extra inbox, an extra stock list and an extra step at the end of the day. That's not how successful omnichannel retailers operate. TikTok Shop orders belong in the same operational process as your Web shop orders and your store sales.
Successful retailers use one inventory source. The chain looks like this:
Tilroy POS + webshop + stock → Channable API → TikTok Shop → Channable orders → Tilroy POS system → picking, stock update, track&trace.
Channable optimizes feeds, rules, titles and marketplaces. In addition to Channable's TikTok Shop integration, the Channable API also works for order processing in Tilroy from other marketplaces such as bol.com and Amazon.
TikTok Shop charges a platform fee of 9% on each sale as of January 2026. Added to that are three fixed fees: €0.30 transaction fee per order, 2% payment processing, and optional but highly recommended, an affiliate commission of 8 to 15% for creators promoting your products.
With an order value of €50 and an affiliate commission of 10%, you will be left with a net €39.20 before purchasing and logistics costs. Factor this into your own gross margin before setting your sales prices on the platform.
Also take return costs into account: in fashion, the average return rate is 10 to 20%. Always check the current rates and any starting conditions in your own TikTok Seller Center, as TikTok can offer promotional discounts or temporary rates that vary by market and period.
|
Cost at €50 order |
Amount |
|---|---|
|
Sale price |
€50,00 |
|
Platform commission 9% |
-€4,50 |
|
Transaction/payment |
-€1,30 |
|
Affiliate 10% |
-€5,00 |
|
Net before purchasing/logistics |
€39,20 |
The TikTok Affiliate program enables influencers to promote products. 72% of TikTok users rely on recommendations from regular creators. Creators can request free samples to promote products. Work with local tiktok creators, but reserve 8-15% margin for affiliate. Provide a reliable return policy to gain customer trust.
TikTok Shop falls under EU rules: DSA, AVG, DAC7 and EPR apply just like your webshop. EPR mainly affects packaging, batteries and electronics; since August 2025, products with batteries without an EPR number can be blocked.
DAC7 means that TikTok reports sales data above thresholds to Tax Authorities or FPS Finances. So your Tilroy records must reconcile with sales from TikTok. The DSA requires transparent company information and no misleading claims. The AVG remains relevant once customer data enters your own systems.
On TikTok, it's not the biggest catalog that wins, but the best match between content and target audience. Start with a small budget, test organic reach and only scale with tiktok ads once you know which videos work.
Guidelines:
In the UK and Italy, beauty, fashion, home & living and gadgets are performing strongly. For retailers, the physical store is an advantage: create content from the store, show stock and have employees give advice. That's how you build reach, leads and trust.
Before June 1:
Between June 1 and 15:
After June 15:
Here's how to take advantage of TikTok shopping without operational chaos.