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TikTok Shop has expanded to 13 European markets, giving pet brands more places to sell through social commerce. Brand executives and agency figures describe discovery and creator-led promotion as opportunities, but the supplied report does not establish that the channel has replaced retailers’ other sales platforms. Several performance figures are attributed to companies or industry sources and have different scopes.
TikTok Shop is now available in 13 European markets, extending its reach as pet companies use social video, creator partnerships and in-app storefronts to promote products and make sales. The expansion gives brands access to more markets through the platform, but available figures do not show how much pet-sector revenue it generates overall or how its sales compare with other channels.
The platform launched in Poland, the Netherlands, Belgium and Austria in June 2026, taking its European footprint to 10 markets at that point, according to GlobalPETS. It has since expanded to 13, including Portugal, Hungary, the Czech Republic and Greece. The report does not list all 13 markets or give dates for every later launch.
Activity in established markets includes about 27,000 active pet listings in the UK, according to Remy Beaumont, chief executive of TikTok Shop agency Z Media Group. Germany had more than 1,300 active pet listings, Beaumont said; TikTok Shop’s shopping functionality launched there in March 2025. Those counts indicate listings, not the number of sellers, customer purchases or revenue.
Brands are also using content and creator activity to drive attention to products. H&H Group, which owns pet supplement brand Zesty Paws, said it is active on TikTok across the Americas, Southeast Asia and Europe. TikTok Shop’s full commerce functionality is available to the brand in the United States and United Kingdom, according to the report. H&H executive Akash Bedi said the company sees the platform as a complement to its other sales routes, including Amazon, its direct-to-consumer site and traditional retail.
More Markets for Pet Brand Sales
The additional markets give pet brands and retailers more opportunities to reach consumers through a mix of short-form video, creator recommendations and in-app shopping. That format can connect product discovery to purchase without requiring users to leave the social platform. For newer or less familiar products, companies may also use content to explain what a product does as well as promote a storefront.
The commercial opportunity should not be confused with proof that TikTok Shop is a major revenue source for every participating brand. H&H’s Bedi said other channels still account for most of the company’s overall revenue and that TikTok Shop is complementary rather than a replacement. H&H chairman and CEO Fei Luo also told investors that investment in TikTok had contributed to lower North American Zesty Paws EBITDA, a measure of operating performance. The example points to a trade-off: building a new sales channel can involve costs before its financial contribution is clear.
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The expansion is taking place as consumers increasingly use social platforms to shop, though survey figures describe stated behavior and expectations rather than guaranteed future sales. Logistics company DHL surveyed 24,000 consumers worldwide in February and March 2025. It found that seven in 10 respondents bought on social media, while 71% said social media could become their primary shopping channel by 2030.
A separate study commissioned by TikTok Shop and conducted by GlobalData in May 2026 found that 66% of US TikTok Shop users surveyed had discovered a new brand on the platform. Nearly 90% of those who reported discovering a brand said they bought something within a month, according to the report. The figures concern surveyed US users and do not establish the same behavior among pet shoppers or across the newly added European markets.
Pet brands are testing several approaches. Beaumont identified toys and enrichment, treats, and problem-solving accessories as strong-performing categories on the platform. He cited a November 2025 campaign in which a self-cleaning litter-box brand sent products to 2,000 small creators; he said the effort generated more than 8,000 shoppable live videos and about $7 million in TikTok Shop sales in one month. The source does not name the brand or provide independent verification of those results.
“A clear signal that social commerce is accelerating across Europe, moving beyond the largest markets.”
— Carine Moitier, founder of Cross-Border Commerce Europe
Sales Impact Still Hard to Measure
The available information does not establish total pet sales through TikTok Shop, the platform’s share of participating brands’ revenue or the profitability of those sales. Listing counts measure products available, not transactions. Some performance figures come from executives or an agency representative and are not accompanied in the report by underlying datasets or independent audits.
Beaumont said Z Media Group’s proprietary data suggest that for every two sales made on TikTok Shop, a brand generates about one additional sale on Amazon and one on its direct-to-consumer channel. He said the total revenue impact can be roughly twice the platform-reported amount. The methodology and brands covered are not specified in the report, so the estimate should be treated as an attributed claim, not a general measure of TikTok Shop’s effect.
The timing and country-by-country availability of all 13 European markets are also not fully detailed. The report describes further expansion after the June 2026 launches but does not identify when each later market opened. It also does not provide details of Whisker’s plans beyond reporting that the Litter-Robot maker launched a TikTok Shop storefront.
Brands Test Reach and Returns
Pet companies are likely to continue testing creator partnerships, affiliate content, livestreams and product demonstrations as TikTok Shop becomes available in more places. The report also describes TikTok and the International Chamber of Commerce launching Digital Commerce Labs in Brazil, Mexico, Colombia, Peru, Argentina, Ghana, Nigeria, Kenya and Thailand to help small businesses use digital tools and expand market access.
For readers tracking the expansion, the clearest measures to watch are market availability, active product listings, verified sales and whether companies disclose the cost and returns of their platform investment. The source does not provide a date for another European launch or a timetable for further pet-commerce developments.
Key Questions
What is the latest TikTok Shop expansion?
The platform is now available in 13 European markets, according to GlobalPETS. Poland, the Netherlands, Belgium and Austria joined in June 2026; the report also names Portugal, Hungary, the Czech Republic and Greece among later additions.
How many pet listings are reported in the UK and Germany?
Z Media Group CEO Remy Beaumont reported about 27,000 active pet listings in the UK and more than 1,300 in Germany. These are listing counts, not sales totals.
Does TikTok Shop replace other pet retail channels?
H&H Group executive Akash Bedi said TikTok Shop complements the company’s other channels. He said Amazon, its direct-to-consumer site and traditional retail still account for most of H&H’s overall revenue.
Are the reported sales results independently verified?
The source attributes several figures to company executives and agency representatives, including a creator campaign’s reported sales. It does not provide independent audits or full methodologies for those results, so they should be read as attributed figures.
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