[For UK Sellers]- Sell Across EU
1. What is Sell Across EU?
Sell Across EU enables UK sellers to sell to EU countries — Germany, Italy, France, Spain, Poland, the Netherlands, Belgium, the Czech Republic, Austria, Greece, Portugal, and Hungary — through an expanded selling opportunity on the platform. This allows sellers to list their products across these markets and reach more customers.2. Seller Onboarding
How does a seller become eligible to be an Sell Across EU seller?
Eligibility is determined through a real-time assessment of your current account status and performance. To be eligible to expand to the EU market, a seller must meet the following criteria:- Operating Status: You must be an active local seller already onboarded in the UK market (how to set up your UK TikTok Shop account)
- Account Health: Your account must be in good standing. This means you are not on any high-risk watchlists and are not currently in a high-risk probation period.
- Recent Activity: Your shop must be active and have active sales within the last 30 days. Accounts that have been dormant for a long period are not eligible for expansion.
- How to fix: simply start selling again and ensure you have completed deliveries within the last 30 days.
- Financial Standing: You must not have a significant outstanding negative balance in your existing account.
- How to fix: clear the negative balance first and you will then be eligible to apply for expansion.
How do I set up a Sell Across EU selling account?
3. Confirm your details: You may be asked to review your information or provide any additional details/documents specific to the EU market.
4. Verification and review: Your application will go through a standard validation review before approval.
1. Please note: this is treated as a new application and will go through our standard review process. Applications can be rejected for a number of reasons. If this happens, the rejection message will explain what needs to be corrected and how to reapply. The outcome of this application does not affect the status of your existing account.
5. Unified management: Once approved, your EU shop will be linked to your existing account. You will manage both shops through one interface, though payments, settlements, and local promotions will be handled separately for each market.
3. Seller Probation
1. If your UK shop has passed probation, your EU shop will automatically pass probation.
2. If your UK shop has not passed probation, your EU shop will be in probation by default and you need to follow country probation program pollicy independetly.
4. Settlement
The payment Settlement Periods for the UK and EU shops are evaluated independently. Hence, please refer to the respective payment settlement periods and their requirements.5. Enforcement and Seller Performance
How will seller performance be evaluated and enforced for Sell Across EU sellers?
1. EU Targeted Checks
For sellers who open shops in the EU markets, there will be regular checks conducted on:- business details
- business representative information
- identity documents
- and any information shown to buyers
You will be granted a period of 7 calendar days from the day (T) to complete the required updates. If the required information is not updated within the 7-day window, your seller account will be completely deactivated.
For more details, please refer to the EU Targeted Checks Policy
How can sellers track their performance in the EU?
1. Seller Performance Score (SPS)
Seller Performance for UK and EU are evaluated independently. Sellers can check their Shop Performance Score (SPS) here:• EU SPS
• UK SPS
2. Account Health Rating (AHR)
Account Health for UK and EU are evaluated independently. Sellers can check their Account Health Rating (AHR) here:• EU AHR
• UK AHR
6. Product Listings for Sell Across EU
What product categories can I list for Sell Across EU?
Some approved product categories are restricted on TikTok Shop or require additional attribute information or compliance documentation to sell in the EU markets. Refer to our listing policies and compliance listing guidance for more information.7. Compliance
To sell your products to the EU markets, you must ensure that you have the relevant regulatory certifcations and documentations for each EU destination market that you wish to sell to.General Product Safety Regulation (GPSR)Extended Producer Responsibility (EPR)Listing dangerous goods:Category specific requirements:Each market may have different requirements; we encourage you to regularly review the official EU guidance or consult a professional advisor for a full overview of any compliance obligations that you may be responsible for.You may work with any professional advisor or compliance service provider of your choice. If you need support with product compliance, you may submit to our Compliance Service Requirement Form to be matched with a partner; response time is typically 24–48 working hours.Note: TikTok Shop does not endorse any service provider, does not determine service pricing and bears no liability for claims with regards to any contract, service provision or payment between you and partner entities.
8. Shipping & Aftersales
How can I ship orders to EU countries?
Your parcel starts in the UK and is delivered to a customer in an EU country. For example, from the UK to France.How your orders get shippedShip by Seller is the default option. You pick the courier, you pay the courier, and you handle the customer if the delivery goes wrong.
Ship by TikTok may also be available to you, if you have an overseas warehouse.
Where the parcel can start and finishYour parcel can start from a warehouse in the UK, or from a warehouse in an EU country where you have a registered shop.
Your parcel can only be delivered to an address in the EU.
How long you have to send itYou have 2 working days from getting the order to confirm it, pack it, and put a shipping label on it.
Hand the parcel to your courier within 7 working days, or the order cancels itself.
Your delivery deadline is different for every routeThis is the main thing to understand about selling across the border.
Your domestic orders have one delivery deadline that is the same every time. Sell to EU orders do not.
The deadline depends on the route your parcel travels. A parcel from the UK to Ireland has a different deadline than a parcel from the UK to Poland.
Check the deadline for your route in the delivery SLA guide (outlined here) before you promise a delivery date to a customer.
For more information, see our TikTok Shop EU Customer Order Shipping Policy.
How can I enable customer returns in EU countries?
The aftersales process for Sell Across EU orders works the same way as it does for your domestic orders. Return windows, refund timelines, and dispute handling are unchanged.There is one difference: where returned items are sent.
For more information, see our Guide to Managing Returns, Refunds and Replacements.
If you are a UK seller sending orders to EU customers, you need somewhere in the EU for returns to go.
You choose where returned items are sent in Seller Center when you edit your warehouse address.
If you do not have a return warehouse in an EU country, or you do not select Refund Only for refunds that do not require a return, the returned item will be sent to a local TikTok Shop return warehouse instead. You will be charged for the costs TikTok Shop incurs in processing that return.