Investing.com — TikTok Shop is likely to expand rapidly across Europe as social commerce gains traction, although its impact on established online fashion retailers may remain limited, according to a new Goldman Sachs report.
Goldman Sachs said TikTok Shop has built an attractive ecosystem for consumers, creators, and smaller brands, helping drive growth through short-form video content and affiliate marketing programs.
The platform remains relatively small in Europe, but sales have been increasing since its launch in France, Germany, and Italy last year.
According to the report, TikTok Shop generated about $195 million in sales across its top 10 product categories in Germany over the past 180 days, compared with $152 million in France, $118 million in Spain, and $107 million in Italy.
The above figures remain well below more mature markets such as the United States and the United Kingdom.
Goldman Sachs said the platform’s strongest-performing products are typically impulse purchases rather than items consumers actively search for online.
Categories including cosmetics, shapewear, supplements, cleaning products, and household appliances have emerged as top sellers across multiple markets. Sales are primarily driven by in-feed videos rather than livestreaming or marketplace-style shopping features.
The bank also highlighted the growing role of TikTok Shop’s affiliate network, which allows content creators to earn commissions for promoting products. In several markets, affiliates account for more than 80% of sales generated by leading merchants on the platform.
Despite the platform’s growth, Goldman Sachs said there is limited overlap between TikTok Shop’s best-selling products and the core offerings of major European fashion retailers.
The bank noted that established retailers such as and have continued to gain market share in recent years despite the emergence of new online competitors.
Goldman Sachs maintained Buy ratings on both Next and Zalando, adding that Zalando could benefit from TikTok Shop’s expansion through its logistics and integration services, which support merchants operating on the platform.