TikTok Shop fees are to go up from the 8th of January 2026 in the EU5 (Germany, Spain, France, Italy & Ireland). As was the case when TikTok launched in the UK, fees started at 5%, but will now rise to, what’s a more typical market rate, of 9%. (Many thanks to Malte for the heads up on this news)
In the UK, TikTok Shop fees rose to 9% in September 2024, following a similar period of ultra low 5% fees.
This change forms part of TikTok Shop’s ambitious growth plans to develop the marketplace of the future, leading content-driven ecommerce. Building on the opening of TikTok Shop in five EU markets, we are committed to enhancing user, seller, creator, and partner experience with platform improvements and added functionalities.
– TikTok
In certain categories (e.g. Electronics products), the new TikTok Shop fees for the EU5 may be reduced to 7%.
If you are new to the platform then there’s some good news. Sellers who open a new store on TikTok Shop after 8th January 2026 may be eligible to enjoy a 4% commission fee rate for up to 60 calendar days, which can be accessed by completing a ‘mission’ (uploading 5 products within 15 days).
For those who launched and grew their businesses on TikTok, this will come as a bit of a shock to the system, but those who are accustomed to selling through alternative marketplace channels will be well placed to absorb the increase. While not welcome, the effect is likely to be that deep discounting will be less generous as retailers aim to maintain margins.
While there will be adjustment to prices, discounts, and margins for EU5 sellers, the reality is that TikTok is rapidly moving towards maturity, benefitting from the many sales channels that have come before, and 9% fees are not even that high compared to many platforms.
It’s also worth noting that TikTok Shop in the UK had it’s best ever Black Friday period with it’s highest-grossing single day in the platform’s history in the UK, which saw 27 items selling every second.
The biggest worry for TikTok retailers isn’t the lack of sales, nor the increase in TikTok Shop fees. The biggest concern is (as with many platforms) the race to the bottom on price in order to maintain sell through rates. There may come a time when retailers decide to stop competing on price and trying to win via deep discounts and start to focus on profitable long term growth – if this fee increase focuses minds that won’t be a bad result.
