Over the past few months, TikTok Shop has become one of the hottest topics in the arbitrage community. While some are testing their first campaigns and seeing excellent ROI, others are hesitant — is it even worth entering this new platform, especially in Europe?

In this article, we’ll break down how TikTok Shop works in Europe, what to watch out for, and which pitfalls you might encounter.

What is a TikTok Shop?

Essentially, TikTok Shop is an in-app marketplace where users can browse and purchase products without leaving TikTok. The platform revolves around three key features:

• Shoppable Video — short videos with a built-in purchase button. Users watch the video, click on the product, and complete the purchase instantly.
  
• Live Shopping — live streams showcasing products, allowing viewers to buy directly during the broadcast.
  
• Seller Center — the management dashboard for sellers, where product listings are created, and shipping, payment, and return settings are configured.
  
  

TikTok is actively promoting e-commerce in the EU, investing in localization and partner programs. The audience is growing, algorithms remain favorable to sellers, and organic reach sometimes delivers results that advertisers on Meta could only dream of. Importantly, the platform’s algorithms still allow for cheap reach if your video “hits” with viewers.

However, it’s not all perfect: there are risks of account blocks, returns, and TikTok has always been known for its strict content guidelines.

Keep in mind that the platform’s features are being rolled out gradually and are not yet fully available in all countries and regions. For example, Germany, France, and Italy only gained access in March 2025.

Work Formats

The platform offers many opportunities, but it’s important to understand which format you will use to enter. For large brands, it’s a different story, but for arbitrage marketers and small teams, more flexible approaches are usually preferred.

1. Your Own TikTok Shop

If you’re operating in a country where TikTok Shop is officially launched (for example, the UK, France, or Germany), you can go “fully official”: register a store in Seller Center, add products, complete KYC, and start selling directly within the app.

Pros:

• Access to all platform tools (recommendations, analytics, video and live offers).
• Minimal risk of account blocks.
• Ability to build a long-term strategy with UGC and influencers.

Cons:

• Requires a legal entity, tax payments, and handling logistics, returns, and customer service.
• TikTok closely monitors product quality and documentation.

This format is suitable for those who want to become a seller or already have their own product line.

2. Working Through Partner Accounts

If you don’t have access to Seller Center, you can collaborate with partner stores — account owners who are already verified and willing to work with arbitrage marketers. You drive traffic (via TikTok Ads or organic reach), while they handle logistics and fulfillment.

Pros:

• No need to deal with documentation or shipping.
• Quick way to test campaigns and offers.
• Works as an intermediate step before opening your own store.

Cons:

• You depend on the partner — there may be payment delays or account blocks.
• Less control over margins and order processing quality.

3. Renting or Buying an Existing Store

Another option is to rent or purchase a verified TikTok Shop account. Products are already listed, so you can start running traffic immediately.

Pros:

• Fast start.
• No need to register a legal entity.

Cons:

• Possible KYC or IP issues, product mismatches.
• TikTok may block the account or freeze payouts during audits.
  

4. Classic TikTok Ads Campaigns

For most arbitrage marketers, this is the most familiar and straightforward format. You don’t open a store but use TikTok as a traffic source: upload creatives for an offer, drive traffic to a pre-lander or quiz, and from there to a partner program landing page.

Pros:

• Full control over the funnel.
• Ability to test dozens of offers quickly.

Cons:

• Must strictly follow TikTok advertising rules (especially for Nutra offers).
• Higher risk of account blocks if creatives are borderline.

Conclusion

TikTok Shop in Europe is a promising platform, but it’s better suited for those ready to handle products, logistics, and returns. For solo arbitrage marketers and small teams, it’s simpler and safer to start with TikTok Ads: test offers, check ROI, and scale profits.

If you want to move into TikTok Shop, do it gradually: start by learning the audience and testing creatives through Ads, then transition to working with stores or your own Seller Center. The key is to monitor metrics carefully and follow the platform’s rules.