On TikTok people do not click a link, they buy. The purchase happens inside the app while the video plays or the broadcast runs. Without your own shop your presence stays entertainment. With a shop every video becomes a place to sell.
The second reason matters even more. Affiliates only exist with a shop. Only once your products are in the system and a commission rate is set can creators pick them up and sell them at all. Across the four EU markets analysed, affiliate creators trigger around 69.9 percent of TikTok Shop revenue. A brand without a shop is simply invisible to those sellers. How to read that number is explained in our myth check.
Sources TikTok Shop EU commission policy, the shop trial programme and creator e-commerce permissions, retrieved 10 August 2026.
Registration rarely fails on intent and almost always on paperwork. TikTok verifies company and person separately and matches both against the application. Have these four blocks ready.
Proof of the company. Commercial register extract or trade registration, no older than three months. The company name has to match the registered entity exactly.
Person and ID. A valid ID document for the main representative plus face verification. Whoever files the application must also be authorised to represent the company.
Tax and bank. VAT identification number or tax number, the official business address and a bank account in the EU for payouts.
Warehouse and returns. A warehouse address and a return address. Both are requested during shop setup and shape your shipping templates later.
After approval the shop is not yet ready to sell. Only once the warehouse address, shipping, payment, at least one product and the linked TikTok account are in place can you start. The official account deserves care, because it has to match the shop region, it cannot be attached to several shops at once, and the link can only be undone 24 hours after it was created at the earliest. Up to four additional marketing accounts are possible, for a second brand or a host account.
A fresh shop does not start with full rights. The trial programme caps orders and product counts until performance and compliance hold up. It sounds like paperwork, but it decides how you schedule broadcasts.
Shipping. For local seller-fulfilled orders you have two working days to confirm, two working days to pack and seven working days to hand the parcel to the carrier. After that the order cancels automatically. Delivery is expected within four working days of the order. Fees apply below 70 percent on-time delivery or above 4 percent shipping delay. Since 14 August 2025 Fulfilled by TikTok is also available in Germany with Fiege as the logistics partner, including next-day shipping.
Money. Payouts are tiered by status. The entry tier pays 31 days after delivery, standard after 8 days, higher tiers after 5 days or one day. TikTok charges 10 euros per chargeback case, regardless of the outcome. Both belong in the calculation before large volumes move through live.
For e-commerce permissions TikTok requires at least 1,000 followers in the respective member state, a minimum age of 18 and access from the same country where the account was registered. Below that you need a build-up phase first. In Germany a pilot programme then follows for 30 days with a maximum of 21 shoppable videos per week. It ends with six shoppable videos of at least eight seconds, one live broadcast of at least five minutes promoting a product, or ten orders.
That is not a hurdle, it is a schedule. This phase is exactly where the first clips, the first buying signals and the first affiliate contacts come from. Set the shop up two weeks before your campaign and you lose that time. Start early and you go into the campaign already broadcasting with reach.
Collecting documents, filing the application, guiding verification. We file once, complete, instead of three times on spec.
Warehouse, shipping templates, return address, payment details. We decide between your own shipping and Fulfilled by TikTok together with you, based on your volumes.
Titles, images, variants and bundles built so they can be pinned and explained in seconds. A catalogue for the online shop is rarely a catalogue for the broadcast.
Product safety, EPR numbers, category rules and mandatory details. We check before listing, not after a takedown.
Linking the official account, setting up marketing accounts, producing the first shoppable videos and reaching the follower threshold.
Schedule, host, direction and the start of the affiliate programme. How that works is on the affiliates page.
A TikTok Shop can be applied for in a few hours. It only becomes profitable with a catalogue, a broadcast schedule and affiliates. So we do not just build the access, we build the operation behind it. If all you need is the registration, take our checklist and do it yourself.
There is no base fee for opening or running the shop. TikTok charges per completed order. In the EU the commission is 9 percent, and 7 percent for electronics and related device categories. Newly registered sellers pay 4 percent for up to 60 calendar days if they upload at least five products within 15 days of activation. On top of that come the usual costs for shipping, returns and affiliate commission.
Yes. The purchase happens inside the app, with no jump to another site. Without a shop in the system there is no pin in the stream, no buy button and no commission for creators. Shopify stays your inventory and your bookkeeping, because orders and stock can be connected. Returns and refunds are then handled in Seller Center, not in Shopify.
TikTok does not state a fixed deadline. What matters is the quality of your paperwork. A commercial register extract older than three months, or a company name that does not match the application exactly, costs the most time. That is why we collect everything up front and file once, complete.
The shop is ready then, the account often is not. For creator e-commerce permissions TikTok requires at least 1,000 followers in the respective country and a minimum age of 18. An account sitting at 400 followers needs a build-up phase first. That is exactly what shoppable videos are for, because they create reach and buying signals before the first broadcast.
In the entry tier of the trial programme it is 50 orders per day and 100 products. Then 100, then 150, then no limit. That matters when you plan your first broadcasts, because a good live can blow past a daily cap. We set the broadcast schedule so the tiers grow with it.
Returns and refunds are processed in Seller Center. Payouts are tiered. New sellers receive their money 31 days after delivery, standard is 8 days, higher tiers 5 days or one day. That belongs in your cash planning before large volumes move through live.
Six myths about TikTok Shop. And what the numbers say
Who is actually selling here? The brands on TikTok Shop
The sales force you never hire. Affiliates and cross-selling
The voucher is the product. And where the EU draws the line
Our service. Affiliates and cross-selling
Our services. From pilot to scaled channel
Our service. Building the TikTok Shop step by step
Sources and status. All figures come from the official policies in TikTok Shop Seller Center and were checked on 10 August 2026. In detail the EU commission policy, the shop trial programme, the EU shipping policy, the EU account finance policy, the guide to the General Product Safety Regulation, the creator e-commerce permissions, the onboarding guide and affiliate collaborations. The launch of Fulfilled by TikTok in Germany is documented in the TikTok newsroom. The increase of the selling fee on 8 January 2026 was first reported by Onlinehändler News. Fees and policies can change, your own Seller Center is always the authority.
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