The top 10 brands on TikTok Shop in Europe, country by country

Top 10 brands on TikTok Shop by market, last 180 days

Source: Kalodata, top 10 brands by TikTok Shop GMV per market, last 180 days (to 30 August 2026). Figures are estimates. † Present in the top 10 of three or more markets. Analysis: Lengow.

Ranked by the combined weight of their top ten brands, the five markets line up like this: the UK around €172 million, Germany €42 million, France €30 million, Spain €16 million, Italy €12 million. The UK isn’t so much ahead as elsewhere. Its tenth-placed brand, the supplement seller wellgard at €6.4 million, would rank first in Spain and Italy and second in both France and Germany.

The reason is age. TikTok Shop opened in the UK in 2021 and only reached France, Germany and Italy on 31 March 2025, with Spain a few months earlier. Britain has had four extra years to build the engine that drives these numbers: creators. medicube works with almost 13,000 of them in the UK and 1,540 in France.

So is the UK where the rest of Europe is heading? Partly. Continental GMV is climbing at triple-digit rates and the gap is chronological. But British e-commerce has run ahead of the continent for two decades, on online grocery, next-day delivery, marketplace penetration, and some of that lead is structural rather than a question of timing. The likelier path: these four markets copy the UK’s shape but never its scale.

Strip out the UK and the continent splits cleanly in two.

Germany and France sell hardware. Five of Germany’s top ten are home-appliance brands, led by Ninja at an average order value of €238, Shark at €207 and Dreame at €170. France looks the same up top: SharkNinja, Dreame, the robot-vacuum maker SPZTJK, Carrefour’s own store. These are few-but-expensive sales, established names, high tickets.

Italy is the mirror image. Its board is beauty and health almost top to bottom, medicube, varriale profumi, nabla cosmetics, bears with benefits, with a single appliance brand (Dreame) breaking the run. Average prices sit between €11 and €29. This is the high-volume, low-ticket model: 76,000 units for a supplement brand like symbeauty against a few thousand blenders.

Spain is neither, yet. Its top ten runs from luggage (mikomika) to supplements (aldous bio) to fashion (UTOPYA), then lighting, groceries and a budget phone maker. That spread is what a young market looks like before any one category takes hold.

Most of these names appear in one country and nowhere else. Five don’t, and they’re the ones worth watching.

The rankings bury their biggest story in the way TikTok Shop files brands. Each national entity counts on its own, so medicube shows up four times under four names, medicube in the UK, medicube france, medicube españa, medicube italia, and never as a single line. Add them together and the brand cleared about €39 million across the four markets where it ranks. Run the same exercise on SharkNinja, split between Ninja and Shark and present everywhere except Italy, and you reach roughly €73 million. Those two are the real leaders of European TikTok Shop, and neither tops a single national table outside the UK.

They’re near-opposites. SharkNinja owns the appliance markets and is absent only from Italy, the one country where beauty runs the board. medicube owns the beauty markets and is absent only from Germany, the one country built on hardware. They cross paths exactly once, in the UK, where both sit in the top five.

Behind them, three more brands clear three markets each: Dreame in appliances (Germany, France, Italy), the fitness brand umay and its walking pads (France, Spain, Italy), and the athleisure label Halara (UK, Germany, France, where it trades as la mode halara). Everyone else is, for now, a local story.

One column separates the mature market from the young ones better than GMV does: the share of a brand’s sales coming from its top three creators.

In the UK that share is small. medicube takes 8% from its three biggest creators and spreads the rest across nearly 13,000 accounts. Ninja UK sits at 8%, Shark at 13%. On the continent the number flips. moero in Italy pulls 62% of its sales from three creators; UTOPYA and armonias in Spain both clear 55%. Young markets run on a handful of hero creators. Mature ones run on volume, thousands of small accounts each shifting a little stock, which is far harder for a rival to knock over.

The one British outlier, Made by Mitchell at 52%, proves the point in reverse: it’s a makeup brand built around one founder’s face, a concentration chosen by design rather than forced by a thin market.

A few things to keep in mind before you quote any of this. The numbers are Kalodata’s estimates. They’re modelled from public signals, not figures TikTok has confirmed, so read them as informed approximations. They also cover GMV on TikTok Shop and nothing else, not a brand’s total revenue or the rest of its online sales. Then there’s the window: six months is long enough that a single viral month can push a brand up the table, so a high ranking doesn’t always mean a steady business. Some of these names spiked once and went quiet. And when you see growth listed as “>999.9%”, that just means new and climbing fast, which describes most of the beauty brands showing up on the continent right now.

The market to watch isn’t any single country. It’s the five brands already moving between them. They’re writing the pan-European TikTok Shop playbook in real time, while most of the field is still working out which category it belongs to.