TikTok Shop: What’s Selling Across Europe in October 2025

One of the most striking patterns across European TikTok Shops is the dominance of fashion and apparel brands, though with significant regional variations.

France’s Fashion-Forward Market: France leads with ARMONIAS capturing the top spot at €399.54k in monthly revenue, followed by Utopya Shop at €292.55k. Both brands showcase casual wear and contemporary fashion, demonstrating French consumers’ appetite for accessible, trend-driven clothing on TikTok Shop.

UK’s Beauty and Fashion Blend: The UK market shows exceptional diversity, with plmakeupacademy (P.Louise) leading at an impressive €4.41m – ten times higher than most top performers in other markets. This cosmetics retailer’s success highlights the UK’s strong affinity for beauty content on TikTok. Fashion brands halara.wardrobe (€2.21m) and Halara UK Shop (€1.76m) follow, proving that modest fashion resonates strongly with British TikTok audiences.

Germany’s Tech-Savvy Approach: Germany presents a different story. Lubluelu_DE, a retailer specializing in smart home cleaning devices, leads at €618.32k, followed by MC Smart Home-EU at €551.00k. This tech orientation reflects German consumers’ preference for practical, innovation-driven products over pure fashion plays.

Beyond fashion, several product categories show consistent performance across multiple markets:

Supplements and Nutrition

• Nutribrain (France, €238.02k) sells brain health supplements
• Free Soul (UK, €879.43k) offers wellness products
• These brands leverage TikTok’s educational content format to explain product benefits

Home Goods and Fitness Equipment

• MIKOMIKA (France, €185.62k) sells home organization products
• Shark UK (UK, €1.38m) dominates with cleaning appliances
• Umay FR (Spain, €210.76k) offers fitness equipment

Fragrance and Personal Care

• VARRIALE PROFUMI (Italy, €137.75k)
• SUPERTOP Perfumes (Italy, €94.75k)
• SALSABEEL Fragrances (UK, €1.09m)
• Perfume brands perform exceptionally well, benefiting from TikTok’s visual and sensory storytelling capabilities

The best shops on TikTok Shop share one critical trait: they sell products that create visual before-and-after moments. Whether it’s a makeup transformation (plmakeupacademy), a cleaning demonstration (Shark UK), or a fashion try-on (Halara brands), these products naturally lend themselves to TikTok’s video format.

Analyzing revenue alongside product types reveals that most successful shops operate in the €20-€150 price range per item. This sweet spot allows for:

• Impulse purchases driven by viral content
• Perceived value without major financial commitment
• Easy returns management

Several brands appear in multiple country rankings:

• Halara (fashion) operates successfully in Germany, Spain, and the UK
• FUFFI Global Store appears in both France and Spain
• PanaEurope 2 operates in both France and Spain

These multi-market players demonstrate the scalability of TikTok Shop success when brands adapt their approach to local preferences while maintaining core positioning.

French consumers gravitate toward specialized brands. Aldous Bio (€262.01k) sells graphic tees with unique designs, while ZZEN Labs (€127.71k) offers tech accessories. The presence of retailers like PanaEurope 2_Spain (€165.79k) and DESPEGUE (€162.27k) suggests French shoppers are open to discovering international sellers.

Germany stands out as the most practically minded market. Beyond the top smart home brands, REDHUT-DE (€523.58k) and even fashion brand Halara Damenmode (€410.09k) emphasize functional benefits in their positioning. German TikTok Shop success requires demonstrating clear utility and value.

Italy’s chart reflects cultural priorities: food products (INGROSSO BIANCHERIA A&G, €85.26k, appears to sell gourmet items), jewelry (Nel Mondo Di Alice, €86.70k), and artisanal perfumes. Arcamania Group Srl leads at €178.93k with a curated selection reflecting Italian taste for quality and craftsmanship.

Spain blends fashion leadership (La mode Halara, €304.94k) with strong fitness equipment sales (Umay FR, €210.76k) and practical lifestyle products. The presence of FUFFI Global Store (€242.06k) and multiple local retailers shows a balanced, diverse market.

The UK’s dramatically higher revenue figures – with the top performer exceeding €4 million monthly – indicate the market’s maturity and scale. Beauty dominates (plmakeupacademy, ISEE HAIR WIG at €146.60k), but established consumer brands like Shark UK and L’Oreal (lorealparisuk, €787.81k) demonstrate that traditional retailers can thrive on TikTok Shop with the right approach.

Before diving into product and content strategies, it’s critical to understand the single most important factor behind TikTok Shop success: affiliate creators. The top-performing shops in our analysis derive 80-90% of their revenue from affiliate partnerships, where creators promote products to their audiences in exchange for commission. This creator-driven model is what fundamentally differentiates TikTok Shop from traditional e-commerce channels.

For brands entering TikTok Shop, building and nurturing creator relationships should be your primary focus. That said, here are other critical success factors:

Success on TikTok Shop requires products that naturally fit the platform’s strengths:

• Visually demonstrable benefits
• Suitable for short-form video education
• Shareable and discussion-worthy
• Priced for social-driven impulse purchases

While some brands succeed across borders, the differences between country charts are striking. Brands must:

• Adapt content to local preferences and humor
• Consider regional payment and shipping expectations
• Understand cultural attitudes toward social commerce
• Tailor product selection to market-specific demands

The shops with the most consistent revenue growth likely maintain aggressive content calendars. TikTok’s algorithm rewards frequent, engaging posts that drive traffic to shop pages.

While fashion and beauty dominate by volume, the UK data shows that established categories can achieve significantly higher revenue than emerging ones. Brands should consider both competition and market maturity when planning their TikTok Shop strategy.

Launching and scaling on TikTok Shop presents unique challenges: catalog management across multiple markets, real-time inventory synchronization, pricing optimization, and performance analytics across different regional platforms.

This is where technology partners become essential. Platforms that specialize in multi-channel e-commerce can dramatically accelerate TikTok Shop success by automating complex processes and providing unified control across markets.

Note: Leading brands have already discovered the power of specialized e-commerce solutions for social commerce expansion. For example, Darty, a major French retailer, leveraged Lengow’s platform to successfully scale their presence across multiple online channels, including emerging social commerce platforms. Such partnerships enable brands to focus on content and community while technology handles the operational complexity.

About the Data: This analysis is based on Kalodata’s tracking of TikTok Shop performance across France, Germany, Italy, Spain, and the United Kingdom for the period September 1-30, 2025. Revenue figures represent estimated gross merchandise value (GMV) in euros.