TikTok Shop
TikTok Shop is the e-commerce function of TikTok, through which brands and creators sell products in shoppable videos, live streams and a dedicated shop tab. It has been active in Germany since 31 March 2025 and in Austria since 15 June 2026. For the Austrian launch TikTok states expressly that approved creators may promote products for merchants outside their home market and earn a commission for doing so.
In practice
Success on TikTok Shop depends less on classic keyword optimisation than on being found through TikTok's own search and its recommendation algorithm: meaningful video titles, spoken product terms and subtitles act as ranking signals here. Product reviews, return options and reporting functions are built into the platform as trust elements. Brands that already run an Instagram shop can usually reuse the same product catalogue with adapted attributes for TikTok Shop.