TikTok Shop in Greece: What It Is and How to Start Selling

TikTok Shop is the TikTok feature that lets businesses and creators sell products inside the app, without the user having to go to an external eshop. It works in 3 main ways: shoppable videos, buying during live streams and the shop showcase on the profile. Since 15 June 2026, TikTok Shop has also been available in Greece.

The rollout is gradual. Big brands and TikTok for Business partners came first, and smaller businesses are following. In practice, a Greek business can now apply as a seller with a Greek VAT number (AFM) and a Greek IBAN, and Greek creators can earn commission as affiliates.

TikTok says that more than 100,000 European businesses have already joined in France, Germany, Italy, Spain and Ireland, and that daily sales (GMV) grew at triple-digit rates between August 2025 and February 2026. Worldwide, TikTok Shop reached roughly $64 billion in sales in 2025. It has made a big entrance into digital marketing!

In this guide you will see what TikTok Shop is and how it works, where things stand in Greece today, how to open a shop as a Greek business, what it costs, how to earn as a creator, growth statistics, how it compares with Instagram and Facebook, and the first steps to bring in sales.

What is TikTok Shop?

TikTok Shop is the online shop TikTok has built into its app. Compared with Instagram or Facebook Marketplace, everything here starts with entertainment: users watch a video, like the product and buy it right there, without leaving the app.

The 3 main ways to sell

1. Shoppable Videos (In-Feed Shopping)

Brands and creators add product tags to their regular videos. Viewers tap the product, add it to their basket and complete the purchase inside TikTok. It is the most common way to sell on the platform.

2. LIVE Shopping

Creators and brands go live and present products in real time. Viewers buy without leaving the stream. Live shopping is hugely popular in Asia and is steadily gaining ground in Europe, because it brings the demo, the questions and the purchase together in one place.

3. Product Showcase (The Shop Tab on Your Profile)

Each seller gets a tab on their profile (the shopping bag icon) that works as a mini e-shop. Users find all of the brand’s products there. It is often paired with ads so that more people see it.

TikTok Shop in Greece: where things stand today

TikTok Shop launched in Greece on 15 June 2026, together with Portugal, the Czech Republic and Hungary, with a staged rollout. Here is what you can do today and what still needs a little patience:

✅ What you can do already

• Apply as a seller with a Greek business, an active VAT number (AFM) and a Greek IBAN
• Sell physical products to Greek shoppers through videos, lives and your profile showcase
• Work with creators who promote your products in return for commission
• As a creator, join the affiliate programme and earn commission on the sales you drive

⏳ What still needs patience

• Smaller businesses are in the second phase, so approval can take a few weeks
• You can only sell physical products. Digital products, services and subscriptions are not allowed for now
• Some categories are banned or need special approval (e.g. alcohol, nicotine products, medicines, supplements)
• Terms and fees change often in new markets, so always check Seller Center

📅 How the launch was rolled out

In the first phase, access went mainly to large companies, well-known brands and TikTok for Business partners, so that the market could get going quickly. Smaller businesses are following, as happened in other European countries. At the same time, TikTok opened its affiliate programme to Greek creators, and sellers from other EU countries can also sell to Greek shoppers.

How to open a TikTok Shop as a Greek business

You sign up in TikTok Shop Seller Center, and registration is free. Get your business documents ready beforehand, because they decide how quickly you are approved. As a rough guide, big brands are approved within a few days, while smaller businesses may wait several weeks during this phase.

Signing up, step by step

What you gain

• You get in front of an audience that already spends hours on TikTok, with about 4.6 million adult users in Greece
• Customers buy in a couple of taps without leaving the video, so you lose fewer of them along the way
• Creators sell on your behalf and are only paid when a sale happens
• You only pay commission on sales, with no monthly fee

What to watch out for

• TikTok’s commission (about 6% per sale in Greece today) and the creators’ commission must fit within your margin
• Orders need fast dispatch, usually within 1–2 working days
• Reply quickly to messages and returns, as they affect your shop’s rating
• You need a steady flow of videos, because without content nobody sees your products

TikTok Shop for Greek creators: make money with affiliate marketing

Since June 2026, Greek creators can join the TikTok Shop Affiliate Program and earn commission on every sale their content brings in. The e-shop, the warehouse and shipping are the seller’s job, and you focus on the content. You just need to meet the criteria.

Entry criteria (Creator Affiliate)

• Aged 18 or over
• Usually at least 1,000 followers (the threshold can change, so check what the app shows you)
• Compliance with the TikTok Community Guidelines
• An account with no violations
• Tax details so that you can be paid (e.g. a VAT number)

How the commission works

When someone buys a product you have tagged in your video or live, you earn commission. The seller sets the rate for each product, and it usually ranges from about 10% to 25%. Commission is paid through TikTok once the order has been delivered.

3 strategies for success

1. Niche Down

Pick 1–2 topics and stick to them (e.g. skincare for sensitive skin or budget gadgets). Your followers trust you on specific things, and the more focused your recommendations are, the more readily they buy.

2. Authentic Content

On TikTok, content that feels real is what sells. Show how the product solves a problem, use it on camera and be honest about its downsides too. That is how you build trust, and trust is what drives sales.

3. Combine Multiple Formats

Mix shoppable in-feed videos, lives with products and the showcase on your profile. Each format reaches a different audience, so the more of them you use, the more potential buyers you find.

TikTok Shop vs Instagram Shop vs Facebook Shop: a comparison

The 3 big social commerce platforms now work quite differently. The biggest change: Meta ended in-app checkout on Instagram and Facebook in 2025, so purchases there are completed on your own e-shop. A detailed comparison:

WebMate’s recommendation

For Greek businesses in 2026, TikTok Shop is now an extra sales channel, with customers who buy without leaving the app. Keep Instagram and Facebook to drive traffic to your e-shop, and open a TikTok Shop alongside them, starting with a few products that look great on video. The earlier you join, the less competition you will face.

TikTok Shop in numbers: why it matters to you

TikTok Shop is growing very fast. The numbers speak for themselves:

How to get started on TikTok Shop today: 6 steps

TikTok Shop is already live in Greece, so there is no need to wait. While your shop is being approved, you can get everything else ready. Follow these 6 steps:

1. Create a business TikTok account (if you don’t already have one)
2. Apply in TikTok Shop Seller Center with your business details and Greek IBAN
3. Start posting 3–5 videos a week to build an audience from now
4. Prepare product photos and videos in vertical 9:16 format
5. Set an affiliate commission and find 3–5 creators who suit your brand
6. Once approved, list your best-selling products first and try a live

Pro Tip: Ride the Trends

Videos that use trending sounds and formats usually reach more people. Check the Trends section of TikTok Creative Center every day (it is free) and see what you can adapt to your products.

Frequently asked questions about TikTok Shop