TikTok Shop has officially launched in three additional major EU markets on March 31st: Germany, France and Italy. This move opens new opportunities for merchants to sell directly within the app. But success on the platform depends heavily on choosing the right fulfillment strategy. Here is what sellers need to know.
To sell in a specific EU country via TikTok Shop, sellers must first register a shop in that country. Once registered, they can begin setting up pre-shipment settings, including warehouse addresses, shipping preferences and return options.
TikTok currently offers two shipping methods via its Seller Center:
Each model has different requirements and benefits.
Let’s take a closer look at both of them
FBT is TikTok Shop’s end-to-end fulfillment service. Sellers send their products to TikTok’s designated warehouses, where TikTok handles storage, picking, packing, shipping, and returns. When a customer places an order, TikTok processes it and ensures timely delivery.
FBT is available to TikTok Shop sellers in select regions, such as the UK, the US, and European countries like Spain, and since March 31st of 2025, also Germany. Eligibility typically requires a registered TikTok Shop account, compliant products and sufficient inventory to meet demand.
Merchants must apply for the FBT program through their TikTok Shop Seller Center. Upon approval, they prepare and ship their inventory to TikTok’s fulfillment centers.
FBT does not support certain product categories, including:
More information on restrictions in the EU:
For Dropoff:
For Pickup:
For a comprehensive list of restricted products, you can find more information here
FBT costs include:
More infos:
Rate card for Germany
In the Shipped by Seller model, merchants (or their 3PL partners) are responsible for the entire fulfillment process. This includes picking, packing, shipping, and handling returns. Sellers must use TikTok-approved carriers and adhere to the platform's service level agreements (SLAs).
All TikTok Shop sellers in supported regions, including Germany, France, Spain, Italy and the UK, can opt for the Shipped by Seller method. This option is suitable for businesses with existing logistics operations or partnerships with reliable third-party logistics providers (3PLs).
Merchants can select the Shipped by Seller option within the TikTok Shop Seller Center. They must configure shipping templates, choose approved carriers, and ensure timely order processing and delivery according to TikTok's guidelines.
TikTok Shop requires sellers to use approved carriers for the Shipped by Seller method.
*This information is from April 21tst, 2025 and might not be up-to-date when you read it.
Costs for the Shipped by Seller method vary based on the chosen carrier, package weight, dimensions, and delivery speed. Merchants or their 3PLs are responsible for negotiating rates with carriers and setting shipping fees accordingly.
In the Shipped by Seller model, merchants handle all aspects of the return process. This includes providing return labels, processing refunds, and managing customer communications. Sellers must comply with TikTok Shop's return policies and timelines.
|
Aspect |
Fulfilled by TikTok (FBT) |
Shipped by Seller |
|
Setup Requirements |
Requires enrollment in FBT program; send inventory to TikTok's designated warehouse in the target country. |
No special enrollment; configure shipping in Seller Center and maintain own warehouse or 3PL. |
|
Warehouse Location |
TikTok's fulfillment centers; inventory is stored and managed by TikTok. |
Seller's own facilities or chosen 3PL; full control over inventory location. |
|
Storage & Inventory |
Managed by TikTok; initial free storage period (e.g., 30 days), followed by tiered fees. |
Managed by seller; no storage fees to TikTok, but own warehousing costs apply. |
|
Fulfillment Operations |
TikTok handles picking, packing, and shipping; standardized packaging. |
Seller or 3PL handles fulfillment; allows for customized packaging and inserts. |
|
Shipping & Carriers |
TikTok arranges shipping through its partner network; sellers don't choose carriers. |
Seller selects from TikTok-approved carriers (e.g., DHL, DPD, Royal Mail) and manages shipping process. |
|
Shipping Speed (SLA) |
Fast delivery (e.g., next-day in the UK); TikTok ensures timely dispatch. |
Dependent on seller's chosen carrier and service level; TikTok requires prompt dispatch (usually within 48 hours). |
|
Cost Structure |
Fulfillment fee per order (e.g., starting around €3); storage fees after free period; TikTok may subsidize shipping costs. |
Seller bears shipping and fulfillment costs; potential for bulk discounts with carriers or 3PLs. |
|
Returns Handling |
TikTok manages returns; provides customers with return instructions and processes refunds. |
Seller handles returns; must provide return address and manage refund process. |
|
Customer Service & Ratings |
TikTok's fulfillment service can enhance customer satisfaction and ratings; TikTok handles delivery inquiries. |
Seller is responsible for customer service related to shipping; performance impacts store ratings. |
|
Flexibility & Control |
Limited flexibility; TikTok controls the fulfillment process and packaging. |
High flexibility; seller controls fulfillment process, packaging, and can adapt to specific needs. |
As TikTok Shop expands across Europe, merchants in Germany, France, and Italy now have a prime opportunity to tap into one of the fastest-growing social commerce platforms. Choosing the right fulfillment method, whether Fulfilled by TikTok (FBT) or Shipped by Seller, is critical for long-term success.
FBT simplifies logistics and ensures speed and consistency but comes with restrictions and less flexibility. Shipped by Seller, on the other hand, offers greater control and customization but demands more operational effort. Ultimately, your choice should align with your business model, product range, and logistical capabilities. Understanding these two models will help you create a seamless customer experience, and stay competitive in the evolving European TikTok Shop landscape.