TikTok Shop has rapidly established a strong foothold in Spain's ecommerce market, with both buyers and sellers embracing the social commerce platform. According to research by NielsenIQ (NIQ) cited by TikTok, 18.7% of Spanish ecommerce businesses now use TikTok Shop, making it the sixteenth-largest online retailer in Spain by sales volume. In the beauty segment, its impact is even more pronounced.
Between November 2025 and April 2026, TikTok counted 21,000 local sellers on TikTok Shop in Spain. For comparison, Amazon stated in July 2024 that over 15,000 Spanish SMEs sold through Amazon, a milestone reached 13 years after Amazon.es launched. TikTok Shop achieved a higher seller count in less than 18 months.
Spanish businesses are leveraging TikTok Shop's discovery commerce model, where purchases result from inspiring and entertaining content rather than targeted searches. Key elements include entertainment, authenticity, and real-time interaction via Live Shopping.
The platform's appeal spans generations: 23% of Gen Z, 30% of millennials, and 40% of Generation X (up to age 60) have made purchases. Fashion is being disrupted, with TikTok Shop reportedly becoming the seventh-largest player in Spain by online trade volume in that category.
Spain was the first continental European country where TikTok Shop launched, in December 2024. The platform has built fulfillment capacity in Spain, offering Fulfilled by TikTok (FBT) for storage, picking, packing, shipping, and returns. Asian sellers can also access TikTok's European fulfillment network.
Source: Read the original report | Published: May 26, 2026