TikTok Shop in Belgium: selling as a webshop, what it costs and which rules apply

Since 15 June 2026, you can buy and sell directly in the TikTok app in Belgium. For a Belgian webshop, that immediately raises practical questions. How do you become a seller? How much does TikTok keep from each order? Does it work with your Shopify store, and which rules apply? In this guide we set it all out, based on what TikTok, the Belgian FPS Economy and the European Commission themselves publish, as of September 2026. We finish by looking at whether TikTok Shop suits your webshop, because that depends heavily on your product, your margin and the time you can put into video.

Is TikTok Shop available in Belgium?

Yes. TikTok Shop has been live in Belgium since 15 June 2026, for buyers and for sellers, and sellers could already register from 1 June. You buy directly in the TikTok app: in a video, during a livestream or via the Shop tab, which TikTok planned to roll out in the new EU markets from July. The Netherlands also went live on 15 June.

TikTok itself is not consistent about the number of countries. In its launch announcement of 28 May, it named four new markets (Austria, Belgium, the Netherlands and Poland), joining the existing markets of France, Germany, Ireland, Italy, Spain and the United Kingdom. In its DSA transparency report from late August, TikTok writes that Shop went live in eight additional EU member states on 15 June, which adds the Czech Republic, Greece, Portugal and Hungary. Luxembourg is in none of those lists.

When TikTok announced the Belgian launch, Ningxin Wu, who is responsible for TikTok Shop in Belgium, the Netherlands and Austria, said:

“Belgium remains an important market; we want to offer an experience that inspires our customers and at the same time supports Belgian entrepreneurs with simple tools to grow their businesses.”

— Ningxin Wu, Category Lead TikTok Shop Belgium, the Netherlands and Austria (May 2026, translated from Dutch)

We found no figures on how many Belgians already buy via TikTok Shop. TikTok itself says more than 4.3 million people in Belgium use the app, a figure from its own platform. The first results TikTok cites come from the markets where Shop started earlier: since late 2024 and early 2025, more than 100,000 European businesses have joined TikTok Shop in France, Germany, Italy, Spain and Ireland.

How does buying on TikTok Shop work?

A buyer sees a product in a video, during a livestream or in the Shop tab, taps it and pays without leaving the app. According to TikTok, delivery is handled by the seller or by TikTok itself, in Belgium via bpost. Minors officially cannot buy, according to TikTok, and anyone who wants to go live must be 18 or older.

Besides brands and local sellers, creators also promote products via TikTok Shop, in their own videos and livestreams, and earn a commission for it. You buy directly from those videos and livestreams in your For You feed. When TikTok Shop was announced, Laura Clays of the Belgian consumer organisation Testaankoop noted that you can buy something in three or four clicks. Clays saw this mainly as a risk:

“The danger is that you never feel as if you are spending money. You can just keep scrolling and tapping and buying.”

— Laura Clays, Testaankoop (May 2026, translated from Dutch)

TikTok itself calls it “content driven shopping”: as a seller you sell through videos and livestreams, your own or those of creators. How to approach that content and your advertising is covered in our guide to TikTok marketing in Belgium. Selling live calls for its own preparation, which we walk through in live shopping with Shopify, and TikTok Shop is one form of social commerce, alongside buying via Instagram or Pinterest.

How do you become a seller on TikTok Shop in Belgium?

You register in the Belgian TikTok Seller Center as a Sole Trader or as a company, which TikTok calls a Legal Entity. A company must be registered in Belgium and provide details such as a VAT number, a business address, an EU bank account and a warehouse address. In principle, stock, shipping and returns should then be based in Belgium, and every new shop starts with a probation period.

What TikTok asks of a company, according to its EU registration policy:

1. Company details: legal form, name and number from the company register or an official extract, registration date, phone number, business address with proof of address, and VAT number.
2. A representative: the details and identity document of the person who represents the company. TikTok may also ask for a live identity check (a liveness check).
3. Bank and tax: a business account with a bank in the EU, and your tax details.
4. Shipping and complaints: your warehouse address with proof of address, and an address where customers can send complaints.
5. A declaration that you only sell products that comply with the rules.

Your seller profile must be in the local language of the country where you register, and your shop name in Latin script. As a sole trader, you must be at least 18 years old. According to TikTok, larger companies can ship from a warehouse in another EU country on a case-by-case basis.

Whether a private individual without a business may sell is less clear. The Belgian Seller Center page says that as an “Individual Seller” you do not need a registered business, but the EU registration policy only recognises sole traders and companies. Check with the Seller Center before you start.

Which products does TikTok Shop refuse?

TikTok distinguishes between prohibited products and products it does not currently allow. Products that are not currently allowed in the EU include alcohol; chilled, fresh and frozen food; certain baby and maternity products such as breast pumps, baby formula and vitamins; second-hand watches and watches over €500; medicines and medical devices; weight-loss products and supplements; tobacco and e-cigarettes; and vehicles and car parts. Prohibited products include adult products, drugs, gambling, dangerous items, protected wildlife and plants, and single-use plastics. You cannot sell services there. If your core range is on one of those lists, you currently cannot sell it via TikTok Shop.

What does selling on TikTok Shop cost?

According to TikTok, opening a shop costs nothing. In the EU, TikTok charges 9% commission on settled orders, VAT included, and for electronics that can be 7%. New sellers who open their first EU shop in Belgium can pay 2% for 90 days under certain conditions. The shipping your customer pays is included in the calculation, and your money is released between 1 and 31 days after delivery.

Cost item	Rate or period	Condition
Opening a shop	No entry fee	TikTok promises new sellers up to €300 in incentives
Commission, standard	9% on settled orders, VAT included	Applies in the EU
Commission, electronics	Can be 7%	Also for electronics in beauty and personal care
Commission, new seller	2% for 90 calendar days	Your first TikTok Shop in the EU, opened in Belgium, with EU Local Shipping, a range that differs substantially from what was already sold on TikTok Shop EU, and at least 5 in-stock products online within 15 days
Payout, probation period	31 days after delivery	New sellers and shops in the probation period (Beginner status)
Payout, standard	8 days after delivery	After the probation period, or during the probation period with Standard or Premium status
Payout, accelerated	3 days after delivery	After the probation period, based on your shop’s performance and sales
Payout, express	1 day after delivery	After the probation period, based on your shop’s performance and sales

Source: TikTok Shop Academy and the Seller Center for Belgium, consulted in September 2026.

TikTok charges the 9% on what the customer pays for the product and shipping, plus any discount that TikTok itself grants, minus refunds. If an order is returned in full, you get the full commission back. So if a customer pays €40 including shipping, without a discount from TikTok, you pay €3.60 in commission.

The reduction to 2% is only for sellers who are genuinely new. It must be your first TikTok Shop in the EU, and your range must differ substantially from products that have already been sold on TikTok Shop EU. You must accept the “mission” you receive in the Seller Center and put at least 5 in-stock products online, both within 15 days of receiving it. The reductions cannot be combined: per product, TikTok applies the lowest rate you qualify for. According to TikTok, if you already sell in another EU country, you simply pay 9% on a new shop too.

On top of that, your margin has to cover shipping, packaging, returns and any advertising or fees for creators. So focus on the profit per order and, if you advertise, on POAS, the profit per euro of ad budget. We explain how that differs from focusing on revenue in POAS vs ROAS.

Can you connect TikTok Shop to your Shopify webshop in Belgium?

That has not been confirmed. There is an official TikTok app for Shopify, but on 15 September 2026 the Shopify Help Center listed ten countries where your store must be located to connect TikTok Shop, and Belgium was not among them. If the connection does not work for your store, you manage your products directly in the TikTok Seller Center.

The ten countries are the United States, the United Kingdom, Spain, Ireland, France, Italy, Germany, Mexico, Japan and Brazil. Shopify also requires a verifiable address in your store’s Locations settings and a return policy page on your webshop. The TikTok app’s listing in the Shopify App Store gives no country list for TikTok Shop. The help page may be lagging behind the launch in Belgium and the Netherlands.

Without the connection, you keep your catalogue in two places: in Shopify and in the Seller Center. That takes discipline with prices and inventory, because otherwise, during a busy livestream, you end up selling products that are already out of stock. ClickForest builds Shopify webshops for SMEs in Flanders and recommends testing the connection in your own store first. Our guide to Shopify apps helps with the rest of your store, and if you do not have a Shopify store yet, start with setting up a Shopify webshop.

Is your own webshop ready to be your home base? ClickForest builds Shopify webshops for SMEs in Flanders, as an official Shopify Partner. Have your Shopify webshop built or see how a Shopify launch or migration works.

Can you sell in other EU countries from Belgium via TikTok Shop?

Yes, via Sell Across EU. If you have been approved as a seller in Belgium, you are automatically eligible to open shops in other EU countries with the same registration; according to TikTok, that covers 13 European countries. TikTok translates your product listings automatically, but it can refuse an application for additional countries, and a number of product categories are excluded.

In the announcement of 28 May, TikTok wrote that “Sell Across Europe” would become available shortly after the launch; we found no exact start date for Belgian sellers. TikTok translates product listings with its Global Listing Tool and moderates them in the destination country. Customer messages are automatically translated into the language of your own shop.

You can ship via TikTok (Ship by TikTok Shop) or yourself, with a carrier approved by TikTok; you have the same choice for returns. According to the same page, you can only offer heavy or bulky products, and goods that count as hazardous in transport, such as perfume or items with lithium batteries, if you handle the returns yourself. According to TikTok, food and beverages, food supplements, jewellery, baby and maternity products and second-hand products are not enabled for Sell Across EU, and neither are books in Germany and France. The page says these exclusions are “applicable to all EU5 countries”, without saying which countries those are. When you sign up, ask what applies to your shop.

If you sell to consumers in other EU countries, keep an eye on VAT. Above a threshold of €10,000 in distance sales within the EU, you pay VAT in the customer’s country. Through the One Stop Shop (OSS), you can declare it in a single country, including when you sell via a marketplace. We set out how Belgian e-commerce is shifting in 2026 in our e-commerce trends for Belgium.

Which rules apply when you sell via TikTok Shop?

The rules for distance selling also apply on TikTok Shop. Your product listing shows the manufacturer and the necessary safety information, buyers have a 14-day right of withdrawal from delivery, labels and instructions are in a language your customer understands, and if you work with creators, advertising must be immediately recognisable as advertising.

• Product safety (GPSR): the European General Product Safety Regulation has applied since 13 December 2024. Under Article 19, every online offer clearly shows the name and the postal and email address of the manufacturer, the responsible person in the EU if the manufacturer is based outside the EU, an identification of the product with a picture, and the warnings or safety information in a language that consumers can easily understand. As a marketplace, TikTok has obligations of its own, such as a point of contact and carrying out orders from market surveillance authorities within two working days.
• Right of withdrawal: buyers have 14 calendar days to withdraw from their purchase, counted from delivery for goods.
• Language: according to the FPS Economy, labels and instructions for use must be in a language that the average consumer understands, taking into account the linguistic region where you sell.
• Delivery options: Belgian online retailers are legally required to offer at least two delivery options, at least one of which must be environmentally friendly, with a few exceptions, such as a business that is less than three years old. Testaankoop found that sellers on TikTok Shop offered only one option. The FPS does not say whether that rule also applies to sales via a marketplace.
• Advertising via creators: according to the FPS Economy, advertising must always be recognisable as advertising. The FPS advises content creators to label their post with an unambiguous word, and the examples it gives are the Dutch words “reclame”, “publiciteit” and “advertentie”. That label must be visible immediately, without having to open the post, and must be in the language of the post. According to the FPS, the platform’s own label alone is not enough in many cases. For collaborations with creators and content from your customers, our guide to user-generated content helps.

The platform itself is under European supervision. In 2026 the European Commission reached two preliminary findings that TikTok breaches the Digital Services Act: on 6 February over the app’s addictive design, and on 24 July over the protection of minors. We found no final decision as of 15 September 2026. Those proceedings concern the TikTok platform as a whole; we found no separate proceedings concerning TikTok Shop. Commenting on the July finding, European Commissioner Henna Virkkunen said:

“Minors deserve a safe experience from the moment they go online. The Digital Services Act requires platforms to build protections for minors into the design of their services, and holds them to account when they fail to do so.”

— Henna Virkkunen, Executive Vice-President of the European Commission for Tech Sovereignty, Security and Democracy (July 2026)

At the launch, Vanessa Matz, Belgium’s federal Minister for Digitalisation, also pledged to act immediately at the slightest shortcoming and to bring in the competent authorities, including the European Commission and the BIPT, the Belgian telecoms and postal regulator.

Is TikTok Shop trustworthy for your customers?

That mainly depends on the seller. In the summer of 2026, Testaankoop found that many sellers appear to be based in China, that enterprise numbers are sometimes missing and that a name with “Belgium” does not necessarily mean the seller is in Belgium. Testaankoop says buyers always have a 14-day right of withdrawal with a professional seller, and on TikTok Shop that period is often extended to 30 days.

What Testaankoop itself observed on TikTok Shop in Belgium this summer (article of 29 August 2026):

• The range is still limited and mainly in the hands of small sellers, including some from Spain and France.
• A name with “Belgium” or “Belgique” says little: BellaNute Beauty_Belgium is based in Spain, Orient.Shop_Belgique in France.
• Only one delivery option was seen: standard delivery.
• The explanation of the return policy is in English.
• Some items are shipped by TikTok from a fulfilment centre in China.

Greet Dekocker, managing director of Becom, the Belgian e-commerce federation, advises buyers to check which seller they are buying from:

“TikTok does promise to carry out checks and, in doing so, to look at product guarantees and safety, but our experience shows that this does not always happen properly.”

— Greet Dekocker, managing director of Becom (May 2026, translated from Dutch)

Dekocker also offers a simple test: if the delivery time is, say, 7 to 10 days, it is probably not a Belgian webshop. Since 1 July 2026, the EU has also been charging a temporary customs duty of €3 per type of item in parcels worth up to €150 imported from outside the EU.

For a Belgian seller, that is an opportunity to stand out. Show your enterprise number and your address, state your delivery time and your return address in your customer’s language, and deliver quickly. According to the imec.digimeter 2025, the smartphone has become the preferred screen for online shopping in Flanders for the first time. If you send your viewers on to your own webshop, it has to work smoothly on mobile.

Should your Belgian webshop start selling on TikTok Shop?

TikTok Shop mainly suits your business if your product is visual and persuasive in a short video, if there is still margin left after 9% commission, shipping and returns, and if someone in your business makes videos regularly. Start with a limited range, measure the profit per order, and keep your own webshop as the home base for customer data and repeat purchases.

TikTok mainly reaches young people. According to the imec.digimeter 2025, 17% of Flemish people aged 18 and over use TikTok at least monthly, and among 18- to 24-year-olds that figure is 65%. The digimeter only surveys people aged 18 and over, so the audience under 18 is not included, and according to TikTok that group is not allowed to buy anyway.

A reality check before you start:

• Is your product allowed? Check that it is not on the lists of prohibited products or products that are not currently allowed.
• Does your margin add up? Factor in 9% commission, or 2% for 90 days if you qualify as a new seller, plus shipping, packaging and returns.
• Who makes the videos? TikTok Shop runs on videos and livestreams, so plan who will do that regularly. You will find inspiration in our video marketing trends.
• Can your logistics keep up? Stock, shipping and returns in Belgium, and a catalogue that says the same thing in Shopify and in the Seller Center.
• Do you measure the result? Compare the profit per order with your other channels. You can track traffic from TikTok to your own webshop with GA4 on your Shopify store.

How TikTok Shop fits alongside your other channels depends on your advertising strategy and marketing funnel; if you are torn between advertising channels, our guide compares Google Ads and Meta Ads for Shopify. Whatever you decide, your own webshop remains the place where you manage your customer data, your email list and your repeat purchases yourself.

On your own webshop, you turn one-off buyers into returning customers, for example with email flows for e-commerce. ClickForest builds Shopify webshops for SMEs in Flanders, from launch and migration to maintenance and support. Get in touch if you want to have your webshop built or improved.