What is "Sell Across EU"?

Sell Across EU enables sellers who are successfully onboarded in the EU country where they are based (the "source shop"), to also open shops and sell across other EU markets where TikTok Shop is available using one registration process. This allows sellers to list their products in multiple marketplaces and reach more customers.

Seller Onboarding

How does a seller become eligible to be an Sell Across EU seller?

All sellers who have successfully onboarded and opened a TikTok Shop shop in an EU country are automatically eligible for access to Sell Across EU.

How do I set up a Sell Across EU selling account?

In Seller Center, sellers will need to:

• Confirm the seller name (contact person) and verify or update the warehouse address of the source shop.
• Choose the best suited shipping options that are available for Sell Across EU.
• Provide your bank information. In some cases, you may be asked to upload a bank statement for verification, so be prepared with the necessary documents.

Seller Probation

All seller's active EU shops are subject to the New Shop Probation. Once the seller meets the graduation criteria for one or all active shops, all markets will graduate simultaneously.
Graduation criteria are tracked for all active EU shops collectively, such as:

• The collective SFCR, SFRR and ONRR metrics of all active EU shops are monitored and should meet the criteria outlined for the New Shop Probation graduation
• Orders delivered since onboarding take into consideration the total of delivered orders across all active EU shops and
• Onboarding days are counted from the source shop’s start date.

During New Shop Probation, sellers will be subjected to order volume limits and product upload limits, applied collectively across all shops.
You can find more about the seller New Shop Probation here.

Product Listings for Sell Across EU

What product categories can I list for Sell Across EU?

Sellers may list the same product categories as they list in their source shop. However, the following product categories are not enabled for Sell Across EU:
❌ Food & Beverage (applicable to all EU5 countries)
❌ Food Supplements (applicable to all EU5 countries)
❌ Jewellery (applicable to all EU5 countries)
❌ Baby & Maternity (applicable to all EU5 countries)
❌ Books (applicable to DE & FR only)
❌ Second-hand Products (applicable to all EU5 countries)
Note that the above product categories are subjected to additional listing requirements in the source shop before they may be listed. Sellers can find more information about restricted products in the TikTok Shop EU Restricted Products Policy and on unsupported and prohibited products in the TikTok Shop EU Prohibited Products Policy.Certain product categories are subject to strict local requirements, that impact cross-border selling. In the case of books, Germany and France have specific national laws and regulations. To support sellers to list such products, TikTok Shop has launched a country level By-application Product process, where sellers may provide evidence to demonstrate that they are eligible to sell in these categories.

How do I list products for Sell Across EU? Will the product listings be translated automatically?

Sellers can use our Global Listing Tool to create product listings and upload product listings from their source shop. The product information on the product detail page will be auto-translated by the tool, but sellers can still make edits to the product feature fields e.g. price, image, description, etc.
We recommend you to verify if you're able to meet the product listing level requirements of the destination country in the Seller Center before using the Global Listing Tool. TikTok actively moderates the compliance of translated listings in the destination country and will reject violative listings.

Where and how can I see if there's an issue with my translated listings?

There are two types of sources you can consult to verify for potential issues

• Global Listing Tool: You will see "products failed" in the synchronisation tab of the global listings tool in case you are listing in a category that is not eligible for Sell Across EU. In this case, you're not able to appeal against product synchronisation failures.
• Qualification Center: You will see the listing level rejection reason when your listing is rejected in the destination country due to country level listing requirements. Here, you will be able to appeal against the rejection by following the guidance in qualification center

Enforcement and Seller Performance

How will seller performance be evaluated and enforced for Sell Across EU sellers?

For the majority of scenarios, seller performance evaluation will be measured at an EU level and most enforcements will also apply at an EU level e.g. If a seller's product listing is deactivated due to listing a prohibited product, this enforcement will apply to all EU markets where the seller has listed the product. If a seller has an order volume limit applied to their account, this limit will apply across their shops in all EU markets.
There may be certain scenarios where enforcement applies to a single market only, e.g. if a product is unsupported in a single EU market but allowable elsewhere, then the product may be frozen only in the market in which it is unsupported.
The enforcement actions for Sell Across EU Sellers include but are not limited to the following:

How can sellers track their performance across the EU?

Sellers can track their performance by monitoring their Account Health Rating (AHR) through the shop health page in their Seller Centre.
AHR will be measured at an EU level and a seller's AHR score will take into account performance and policy violations across all EU markets in which they are operating.
Sellers will have the additional option of viewing policy violations on an individual country basis through the violation records page.
More information on the AHR system can be found here.

Shipping & Experience

Can I ship orders and enable customer returns across EU countries?

Yes, the available shipping options are:

• Ship by TikTok Shop (TikTok Shop-partnered logistics providers); and
• Ship by Seller (sellers fulfill orders themselves or use third-party logistics for fulfillment - TikTok Shop Approved Carriers).

Please find more information on the TikTok Shop EU Customer Order Shipping Policy.
Returns options are:

• Return by TikTok Shop (TikTok provides buyers a return method); and
• Return by Seller (sellers provide buyers a return method themselves or use third-party services).

The following categories cannot be enabled for sellers using Return by TikTok Shop and can only be sold by sellers who use Return by Seller:
❌ Heavy Bulky items ( applicable to all EU5 countries e.g., beds, desks, outdoor shelves, large appliances, etc.).
❌ Hazardous Goods (applicable to all EU5 countries e.g., perfume and items with lithium batteries)

Is there seller service support for Sell Across EU sellers?

Yes, we have a dedicated native speakers agents for seller service support in each country where TikTok Shop is available in the EU. Sellers can access the messaging system in Seller Center. Sellers can contact the support team in Seller Center; Help > Help Centre > Chat with us.
Sellers can also receive messages from customers from different regions, which will be automatically translated to the local language of the source shop of the seller. Sellers can switch markets to manage their other Sell Across EU shop(s).

Where can I find out more about Sell Across EU?

Learn how you can activate your Sell Across EU account and synchronise products here.