TikTok Shop is growing rapidly across Europe and has now announced a major step: from 19 October 2026, sellers from eight EU countries, including the Netherlands, will be able to sell their products directly to British consumers. The feature enabling this is called TikTok Shop Cross-border EU and UK, and the reverse direction is opening up too. What does this mean for you, and what do you need to have in order administratively?
What exactly is changing?
From 21 September, a pilot starts for selected sellers from Belgium, Germany, France, Ireland, Italy, the Netherlands, Poland and Spain. The full launch follows on 19 October 2026.
Shipping goes via Ship by Seller: you choose your own courier. To participate, you must already be active on TikTok Shop in a qualifying EU market, have recent sales, and have no significant outstanding debts with TikTok Shop.
British sellers can offer products in twelve European countries through the Sell Across Europe network. New obligations apply to them as well.
What does this mean for your VAT?
Sales from the EU to British consumers fall outside the European OSS system. The UK has its own VAT system following Brexit, with a registration threshold of £90,000 turnover per year in the UK.
If your UK turnover exceeds this threshold, you are required to register for VAT in the UK. If your turnover is still below this amount, registration is not yet required, but it is wise to monitor this annually once you start selling cross-border.
Want to know more about VAT in the UK? Read our VAT guide for the United Kingdom.
What about EPR obligations?
If you ship packaged products to British consumers, you may also have to deal with UK EPR (Extended Producer Responsibility) regulations. The UK has built its own EPR system following Brexit, separate from the European framework.
The UK rules apply to producers and importers who place packaged products on the UK market. As in the EU, there are thresholds based on turnover and tonnage. If you are a so-called ‘large producer’, reporting and payment obligations apply to the UK Environment Agency. If you sell electronics or batteries, separate WEEE and battery rules also apply.
More information about EPR in the UK can be found in the UK government guidelines.
What should you do now?
Are you considering using TikTok Shop for cross-border sales to the UK? Then it pays to map out your compliance in advance:
- Check whether your expected UK turnover could reach the VAT threshold of £90,000 per year
- Determine whether your products fall under UK EPR obligations
- Make sure your EU EPR registrations are in order if you are already selling from the UK to Europe, or plan to do so
TikTok Shop offers an interesting new sales channel with this step. Make sure the administrative side scales up before you get started. Not sure whether your situation requires UK VAT registration? Contact us.
