TikTok Shop's four European markets approach €500M in estimated 90-day GMV

Lengow, using Kalodata estimates, puts France, Germany, Spain and Italy at about €499 million in GMV for the 90 days ending July 9. Affiliate creators generated 69.9%, while the Mall tab contributed only 15.3%. German household appliances reached about €29.8 million; beauty led France, Italy and Spain. As the UK-EU pilot starts today, sellers should choose by market and preserve margin for creator commissions.