In March 2025, TikTok Shop made a major adjustment to its entry policy for cross-border stores in the EU (Germany, Spain, France, Italy) and the UK, allowing mainland China and Hong Kong business entities to enter for the first time.

New Deal for TikTok's European Site

1、Qualification Compliance

①Enterprises need to be registered companies in mainland China or Hong Kong (established ≥ 60 days), do not accept individual households and sole proprietorships.

② need to provide the EU VAT tax number and GPSR compliance certification (EU General Product Safety Regulation).

2、Proof of operational capability

Merchants need to meet the third-party platform (such as Amazon, Walmart, ebay, etc.) store rating ≥ 4, and operating hours longer than 3 months.

3、Localization of logistics

It is mandatory to require local warehouse distribution capacity in EU and support 3PL/FBT multi-country shipment mode, while local warehouse shipment is required for UK station to enjoy VAT withholding and payment service.

Policy highlights:

① “a store to sell five countries”: hold Spain, Germany, France, Italy, any subject can be synchronized with the opening of the other three sub-shops.

② commission reduction: new merchants in the United Kingdom station to complete the assessment, the maximum commission rate within 90 days from 9% down to 2% (5% for 3C categories).

Compliance Breaking Strategies for Chinese Merchants

Advance layout of tax and product certification

1. VAT registration:

As tax rates vary across the EU, it is recommended to start the registration process 3 months in advance to avoid tax delays affecting store operations.

2, GPSR certification:

For consumer goods (e.g. toys, electronic equipment), it is necessary to designate the EU responsible person (European agent) and complete the compliance filing.

Data and Content Management

1、Use independent IP tools to isolate the account environment to avoid triggering wind control for multi-store operations.

2、Establish a content audit mechanism to block sensitive words and controversial topics to reduce the risk of violation of the shelves.

Logistics and after-sales optimization

1. Prioritize FBT (Fulfillment by TikTok) logistics mode, which can reduce the fulfillment cost by 30% and improve the delivery time.

2、Local warehouses need to comply with EU environmental standards, and packaging materials need to be labeled with recycling markings.