Want to sell via TikTok Shop? Here’s how to go about it

In the United States, the United Kingdom and large parts of South-East Asia, amongst other places, TikTok Shop has already demonstrated what is possible: brands selling out overnight, creators generating more turnover than physical shops, and consumers scrolling and buying in a single motion. Now it’s the Netherlands’ turn. In this blog, you’ll find out what TikTok Shop is, how the platform works and how, as a brand, you can offer your products via the platform.

What is TikTok Shop?

TikTok Shop is a new feature in the TikTok app that allows brands to offer their products directly to users, without them having to leave the app. You see a product in a video or live stream, tap on it and pay. No browser, no new tab, no distractions: the entire purchasing process takes place within TikTok. This makes the barrier to impulse purchases incredibly low.

Why is it worth getting started with TikTok Shop in the Netherlands?

One person types a query into Google and clicks through to a blog post or online shop. Another opens TikTok, searches for the same thing and wants an honest answer from someone who has actually used the product. Both routes lead to purchases, just via different paths.

For brands and marketers, this means you shouldn’t have to choose between channels, but should consider where your target audience is at the moment they want to buy something. TikTok Shop capitalises on that discovery phase: it shortens the path from seeing to buying to just a few taps. And with the launch in the Netherlands, now is the time to get in early, before the market becomes saturated and advertising costs rise. Use TikTok Shop as an additional channel: never base your e-commerce strategy on a single platform. Commissions can rise and reach can plummet without warning.

The TikTok algorithm is known for rewarding ‘early movers’ with a significant boost in organic reach. So now is the time to optimise your product feed and map out your strategy before the market becomes saturated in the near future.

How can brands sell products via TikTok Shop?

There are three ways in which your products will soon be available for purchase:

How do you sign up for TikTok Shop?

E-commerce businesses can register via seller-nl.tiktok.com from 1 June 2026. TikTok Shop has been officially live since 15 June, and you can start selling straight away. To register, it is important to follow four steps:

• Company details: enter your Chamber of Commerce number and upload proof of identity (passport, ID card or driving licence) and proof of address (bank statement, utility bill or BRP extract)
• Main contact: please specify who within the company is responsible
• Shop information: set up your shop and link your online shop (Shopify, WooCommerce or Magento)
• Assessment request: submit your request. You will receive a response within 1–2 working days.

Then you link a bank account and you’re ready to start selling.

How do you prepare your e-commerce back-end for this?

Before you get started with enthusiasm, it’s important that the back-end technology is rock-solid. Popular e-commerce platforms such as Shopify, Lightspeed and WooCommerce offer direct API integrations. This ensures your prices and stock levels are synchronised in real time. Make sure your product images are set to portrait orientation and your descriptions are concise for mobile use.

Linking your online shop is optional: you can also upload products manually. An important point to note: TikTok Shop does not yet integrate seamlessly with every platform. Check whether your CMS integrates properly, or work with a specialised feed manager such as Channable. As a Channable Gold Partner, we’d be happy to help you with this.

What about legislation, privacy and transparency?

As transactions are processed via TikTok’s (ByteDance) systems, you must comply with the strict requirements of the European DSA and the GDPR. Ensure your privacy policy is up to date and be transparent: your Chamber of Commerce and VAT numbers must be clearly visible in your Showcase profile.

The strength of the Affiliate programme (Sample Request)

One of the best features for brands is the ‘Sample Request’ function. Via the app, verified creators can request a free sample from you at the touch of a button.

If you approve the request, TikTok generates a shipping label and the creator receives the product at home. In return? They create an authentic, shoppable UGC (User-Generated Content) video about it. As a brand, you only pay an affiliate commission if a sale actually results from it. This completely eliminates the need for lengthy email negotiations with influencers.

Our tip: keep an eye on your margins! To attract brands, TikTok charges a platform fee of 2 per cent per transaction for the first 90 days. Please note: after this period, this rises to 9 per cent. So calculate your margins very carefully in advance, to ensure you don’t find yourself in a tight spot in the long term and still have room to pay an attractive commission (often between 10 per cent and 20 per cent) to your affiliates.

What are your responsibilities as a brand?

1. You are the primary point of contact for the consumer. Delivery, warranty, complaints handling, product liability and compliance with consumer law are all your responsibility. TikTok explicitly refers to itself as a ‘mediator’.

2. As a seller, you have two working days to respond to a returns request. If you do not respond in time, the request is automatically approved in the customer’s favour. TikTok can also grant ‘advanced refunds’: refunds before the product has even been received.

3. Document everything to ensure you have evidence in case a recipient has not received a product. Think of photos of dispatched products, track-and-trace details, and the contents of the parcel. You’ll need that evidence in the event of a dispute. Sellers who lose disputes are often not at fault, but have submitted evidence in the wrong format or after the response deadline.

4. If a content creator makes false or misleading claims about your product, you, as the seller, may be held jointly liable. So make sure your briefings are as clear as possible.

Four tips for a good start

1. Start building now: the winners in launches in other countries were sellers who already had an engaged audience. Anyone starting from scratch on 15 June will be at a disadvantage.
   
2. Choose one hero product: select a product with visual appeal and good value for money. Don’t just dump your entire range without a strategy.
   
3. Set up customer service quickly: ensure you can respond to returns requests within two working days, preferably even outside office hours.
   
4. Think carefully about the briefings you give to creators: set out in the contract exactly what creators are permitted to say about your product, including mandatory disclosures (#ad / #collaboration).

Do you have any questions about TikTok Shop or ‘ social ’ commerce?

Would you like to know how best to prepare your e-commerce brand for TikTok Shop? Or are you curious about how this fits into your broader marketing strategy? Please feel free to get in touch. Our specialists would be delighted to explore the possibilities with you!