On June 15, TikTok Shop officially launches in Greece for selected businesses. This marks another important step in the platform’s European expansion and is a development that deserves the attention of every online retailer in the region.
For companies across Bulgaria, Romania, and the wider Balkan region, this launch is particularly significant. Greece is among the first markets in Southeast Europe to gain access to the platform, and expectations are that TikTok Shop will continue expanding across Europe in the coming months and years.
From Social Network to Global Commerce Channel
For most users in our region, TikTok is still primarily seen as a social media platform focused on video content. Globally, however, it has rapidly established itself as one of the fastest-growing players in social commerce.
In 2025, TikTok Shop generated more than $64.3 billion in Gross Merchandise Value (GMV), with projections indicating that this figure could exceed $112 billion in 2026. The platform attracted over 71 million active buyers and now hosts more than 15 million merchants worldwide.
These numbers reflect a clear shift in consumer behavior: people are increasingly discovering, evaluating, and purchasing products without ever leaving the apps they use every day.
What Will the Shopping Experience Look Like?
Once activated, users will gain access to a dedicated Shop section within the TikTok app. There, they will be able to browse products across different categories, discover new brands, and complete purchases directly within the platform.
The entire shopping journey will take place inside TikTok’s ecosystem, eliminating the need to redirect users to external websites or online stores.
One of the platform’s most powerful features is Live Shopping. Brands and creators will be able to showcase products through live video streams, while viewers can add products to their cart and complete purchases instantly while watching.
This creates a seamless customer journey where product discovery, recommendation, demonstration, and purchase all happen in one place and within a single user experience.
The dedicated Shop tab allows users to browse products, discover deals, and complete purchases without leaving the TikTok app.
What Does This Mean for Businesses?
The arrival of TikTok Shop introduces an entirely new sales channel for online merchants.
Until now, TikTok has primarily served as a marketing platform for audience growth and brand awareness. With TikTok Shop, the platform is closing the loop between product discovery and transaction, allowing businesses to convert engagement directly into sales.
This is the essence of social commerce: content no longer simply inspires consumers – it drives purchases.
Experience from other European markets shows that adoption tends to be gradual at first, as consumers become familiar with a new shopping behavior. However, once trust and habits are established, growth can accelerate significantly.
The performance of Live Shopping is particularly noteworthy. Conversion rates during live selling sessions typically range between 8% and 12%, compared to the 2%-4% commonly seen in traditional eCommerce.
At the same time, the average time from product discovery to checkout is under four minutes – a metric that is difficult to achieve through conventional online sales channels.
After registration, merchants will need to integrate their stores with the platform, similar to the process required by other marketplaces. Looking ahead, TikTok’s ambition is to enable businesses to sell across multiple European markets through a single registration and centralized management system.
TikTok Shop combines product discovery, search, and purchasing into a single seamless experience for consumers.
The Biggest Challenge Won’t Be Technology
For many businesses, the technical integration will be the easiest part of the process.
The real challenge will be creating content that sells.
Success on TikTok Shop will depend far more on a brand’s ability to leverage short-form video, live shopping sessions, and authentic content than on the traditional approaches that have defined eCommerce for years.
Businesses that successfully combine entertainment, trust, and commerce into a consistent content strategy are likely to become some of the biggest winners in this new environment.
A Major Opportunity for Creators
TikTok Shop opens significant opportunities not only for merchants but also for content creators, influencers, agencies, and digital marketing professionals.
Many companies will initially struggle to build internal processes around live commerce and content production. This creates a valuable opportunity for creators and specialists who can organize, host, and manage live shopping experiences on behalf of brands.
In addition to direct brand partnerships, creators will also be able to generate revenue through TikTok Shop’s affiliate ecosystem by promoting products to their audiences and earning commissions on sales.
Live Shopping enables brands and creators to showcase products in real time while viewers can purchase instantly during the stream.
How Should Businesses Prepare?
If you are planning to make TikTok Shop part of your growth strategy, preparation should start now:
- Register on the platform as soon as access becomes available.
- Plan the technical integration with your online store.
- Develop a Live Shopping strategy.
- Create a content plan focused on driving sales through video.
- Build a shortlist of creators and influencers who align with your brand.
- Identify the product categories that are best suited for video-first and live commerce formats.
The history of emerging marketplaces shows that early adopters often gain an advantage that becomes increasingly difficult for competitors to replicate.
For that reason, the launch of TikTok Shop in Greece should not be viewed as just another feature added to a social media platform. It represents an important milestone in the evolution of social commerce in Europe and signals a broader shift in how consumers discover and purchase products online.
For businesses looking to stay ahead of the curve, now is the time to start preparing.
This article is based on information and insights provided by Kiskipelis Giannis, eCommerce Consultant and Founder of Upcommerce Group.