386The summer of 2025 in Europe is truly heating up—not just the weather, but also the TikTok Shop summer sales event.
With thesummer promotion in the UK and four EU countries (France, Germany, Italy, Spain)officially wrapped up, the results of this major event have gradually been released:
Single-day GMV surged by up to 200%, fully managed merchants in the UK saw growth of over 600%, and many hot-selling items climbed to the top of the bestseller lists in various countries.
This summer marketing campaign covering the EU and UK not only allowed many sellers to taste the sweetness of “content + e-commerce,” but also set a great example for the upcoming mid-year promotion in the US.
Image source: TikTok Shop Cross-border E-commerce
Four EU Countries: The Boom Comes from “Practical Living Power”
In France, Germany, Italy, and Spain, this summer promotion adopted a dual-track parallel model:
On one side, merchants operated their ownPOP model, while on the other, the platform took a more active role with thefully managed model.
Both models performed well, with some merchants seeing single-day GMV soar by 200%, and overall popularity several times higher than usual.
So what exactly are European consumers buying?
Let’s take a look at the hot-selling items in the four markets:
Ionic hot air brush, health therapy exercise board, men’s casual shoes, stepper machine, high-waisted cargo pants.
Image source: TikTok Shop Cross-border E-commerce
Looking at these products, practicality, functionality, and affordability remain the key words for European consumers.
The three most prominent hot-selling categories are:
1. Beauty and personal care (especially hairdressing and small skincare tools)
2. Sports and outdoor (home exercise, basic fitness products)
3. Footwear (focused on comfort and cost-effectiveness)
Image source: TikTok Shop Cross-border E-commerce
UK Market Even Stronger: Fully Managed Merchants Soared 600%, POP Also Achieved 90% Growth
The UK market is even more competitive—fully managed merchants saw GMV growth of over 600%, with many merchants selling out within the first few days of the event.
Meanwhile, merchants under the POP model also achievedover 90% growthduring this event, showing that even without relying on platform resources, content and product selection can still deliver results.
The top three hot-selling categories are also very clear:
1. Women’s apparel and lingerie (especially light content paired with low price points)
2. Home appliances (cordless vacuum cleaners, kitchen gadgets, small fans, etc.)
3. Pet supplies (best sellers in grooming and dog walking scenarios)
Many merchants reported that during this event period,video conversion was faster and platform traffic was clearly tilted. Merchants who dared to invest in videos and content basically all achieved GMV breakthroughs.
Image source: TikTok Shop Cross-border E-commerce
Content + Rhythm + Logistics: Multi-pronged Approach Drives “Full-cycle Explosion”
The explosive growth of this major promotion was partly due to the platform’s control of the pace, and also to the deep cooperation between merchants in content and fulfillment.
During the event, TikTok Shop did three things:
Content sets the pace:Accelerated conversion through short video challenges, livestream topics, and influencer recommendations;
Resources targeted precisely:Platform subsidies and traffic support were mainly focused on hot-selling potential categories;
Smoother logistics:The platform pre-arranged warehousing and customs clearance to ensure cross-border fulfillment efficiency and reduce the risk of order fulfillment failures.
These actions led many merchants to report:
“This time sales exceeded expectations, and the combination of video and promotions was smoother than before.”
Image source: TikTok Shop Cross-border E-commerce
Next Up: US Mid-year Promotion Coming Soon, Likely to Be the Next Main Stage for Explosive Growth
TikTok Shop has also revealed that themid-year promotion at the US site is being intensively prepared, and the platform will continue to invest resources to help merchants sprint for the last sales peak of the first half of the year.
Based on the current preheating pace, the US promotion will continue the strategy of “content-driven + platform subsidies + logistics efficiency,” and is expected to usher in another concentrated period of explosive growth.
Image source: TikTok Shop Cross-border E-commerce
Summary: Strong Buying Power in Europe, Content E-commerce Is in the Spotlight
The results of this European summer promotion once again prove the adaptability of the TikTok Shop content e-commerce model in the local European market.
Whether it’s POP merchants focusing on “content-driven sales” or brands relying on the fully managed model,as long as you get the rhythm right and choose the right products, TikTok Shop remains a key battleground for overseas growth.
