TikTok Shop UK: 7 Social Commerce Lessons Every EU Brand Needs in 2026

Social commerce is no longer an emerging trend-it’s the new default. In the UK, TikTok Shop’s GMV surged throughout 2024, proving that entertainment and shopping are now inseparable. After leading Zalando’s TikTok Shop pilot in the UK, I’ve seen firsthand how creator-led, always-on content drives measurable growth.

Below are seven key lessons any European brand can use to capture the next wave of social commerce in 2026.