TikTok Shop in the Netherlands: What It Means for Your Business

TikTok Shop is removing the final step from the purchasing process: starting June 15, 2026, Dutch TikTok users will be able to check out without leaving the app. Purchases can be made in four places: via product links in videos, during live streams, in a dedicated Shop tab, and on brand and creator profiles.

The Netherlands is not the first market. TikTok Shop is already live in countries including Germany, France, Spain, and Italy, and on June 15, Belgium, Austria, and Poland will join the Netherlands. At the launch of TikTok Shop Netherlands, participants will include N BRANDS by Nikkie Plessen, Versuni, and the Dutch brand Cloudpillo.

There’s another factor to consider: this is social commerce, not search-engine-based e-commerce. Demand isn’t driven by a search query, but by content. The algorithm displays products based on interests, not on the number of followers. In this respect, TikTok differs significantly from other channels, as you can read in our blog post about the differences between social media platforms. The Consumers’ Association has already warned about impulse purchases. For consumers, this is a valid concern; for sellers, it primarily highlights just how short the gap between seeing and buying has become.

To sell on TikTok Shop, you need a Chamber of Commerce registration, a VAT number, and a business bank account. As a seller, you don’t need any followers—you can open a shop even with zero followers. After registering, upload your products to the Seller Center and choose how you want to promote them.

There are four options to choose from. Each option has different requirements in terms of time and budget:

Be sure to follow the rules. TikTok expects you to ship orders within 48 hours, and your ratings determine how often the algorithm displays your products. The result: if your logistics aren’t in order, you’ll become invisible.

The affiliate program for TikTok Shop creators is the platform’s most exciting new feature. Creators choose your product, create content about it, and earn a commission on each sale. You set the commission rate yourself; in other countries, it typically ranges from 10% to 30%.

This changes the math behind influencer marketing. You don’t pay upfront for reach, but rather after the fact, per product sold. No sales means no costs. For an SME without a large media budget, this is a much safer model than a fixed-price deal with an influencer.

There are two things that remain your responsibility:

• The number of TikTok Shop creators is only growing since the platform’s launch. Affiliates typically need at least 1,000 followers to join the program. Those who start building relationships with creators in their niche now will have a head start later on.
• What a creator says reflects on you. An #ad disclosure is required by the ACM and the Media Act, and as a seller, you are jointly liable for misleading claims in a creator’s video. Make sure to agree on this in advance.

There are three main cost categories to consider: the platform fee, the creator fee, and your operating costs. TikTok charges a 2% fee per order during your first 90 days. After that, the fee increases to 9%.

Let’s break it down. Suppose you sell a product for 40 euros. After the introductory period, TikTok takes 9% of that: 3.60 euros. If you work with a creator at a 15% commission, another 6 euros goes off the top. Then factor in 4 euros for shipping and a few percent for returns, and you’re left with less than 27 euros before purchasing inventory. A product with a thin margin gets stuck here, while a product with a 60% margin has plenty of room to work with.

TikTok Shop makes it easy to start selling. At the same time, TikTok Shop doesn’t automatically make your sales profitable. That distinction is important. If you start within the first 90 days, you’ll benefit from the low rate while you figure out what works.

TikTok Shop works best for products that are visually appealing and cost less than about 50 euros. In other countries, beauty, fashion, home, and food are the strongest categories in social commerce.

Do you have an online store with your own inventory and healthy profit margins? If so, this is a channel worth seriously considering—especially if your target audience is under 35 and your product can be explained in a short video. For e-commerce companies that already sell through Bol or Amazon, TikTok Shop is a logical next step, with the key difference being that customers come across your product rather than searching for it.

Let’s be honest: not every business needs to jump on this bandwagon tomorrow. Do you sell services, B2B products, or custom solutions that involve lengthy decision-making processes? If so, TikTok Shop won’t do much for you. You can still use TikTok to build brand awareness, just not as a direct sales channel.

Start the registration process, even if you’re still on the fence. Getting ready to sign up takes very little effort, and you’ll be all set when TikTok Shop Netherlands launches on June 15. You’ll benefit from a low commission rate during your first 90 days, and in other markets, new shops have often received extra visibility from the algorithm.

Five things to take care of right now:

1. Make sure your legal framework is in order. Clear terms and conditions, a right of withdrawal in accordance with EU regulations, and, where required, CE marking on your products.
2. Choose a limited selection. Start with 5 to 10 products that are visually appealing and still generate a profit after all commissions have been deducted.
3. Optimize your product titles for TikTok. People search within the app. Use the words your target audience uses to search, not the terms from your Google strategy.
4. Create a content plan and reach out to creators. TikTok Shop relies on video content: aim for several videos per week. Also, make a list of 10 to 20 creators in your niche. Don’t have the time or a team for that? Then outsourcing your social media content is a good option.
5. Test your logistics. Shipping within 48 hours is the standard. Make sure you can handle that before going live.

Would you like to know if TikTok Shop is a good fit for your business, are you interested in combining it with social media advertising, or are you looking for a broader online marketing strategy? We’d be happy to help you develop an approach that suits your situation and goals.

How much does it cost to sell on TikTok Shop?

Signing up is free. TikTok charges a commission on each completed order: 2% for the first 90 days after you start, and 9% thereafter. If you work with creators, their commission—which is usually between 10% and 30%—is added on top of that.

Do I need followers to sell on TikTok Shop?

No. As a seller, you open a shop with zero followers, and the algorithm determines your visibility based on your content and ratings. Only creators who want to earn money as affiliates typically need at least 1,000 followers.

Can I sell without my own online store?

Yes. TikTok Shop is a fully-fledged sales channel with its own checkout, payment, and order system. Having your own online store isn’t required, though it is convenient for customers who want to place orders outside of TikTok.

What's the difference between this and Instagram Shopping?

On Instagram, you have to leave the app to make a payment, whereas on TikTok Shop, the buyer completes the entire transaction within the app. TikTok relies on livestreams and affiliates—two features that Instagram does not currently offer in the Netherlands. This puts TikTok at the forefront of social commerce.

Can I also sell in other countries through TikTok Shop?

Soon. Shortly after the Dutch launch, TikTok will introduce “Sell Across Europe,” which allows you to sell in all EU countries where TikTok Shop is available with a single registration. Product descriptions are automatically translated.