UK TikTok Shop sold fewer items in September but took 13.6% more money. FastMoss data on nine European markets

UK shoppers bought 1.7% fewer items on TikTok Shop in September than in August, yet the platform’s sales value rose 13.6% to £260.2 million. The difference is price: the average item cost £16.54, up from £14.31 a month earlier. These are estimates from FastMoss, a TikTok Shop analytics company, which prepared a data pack for Marketing Newsroom covering the UK and eight EU markets.

Household appliances explain a large part of the UK shift. The category grew 53% in a month to £21.5 million and became the third largest on the platform, behind beauty (£60.6 million) and womenswear (£39.9 million). Appliances made up 8.3% of UK sales value but only 2.3% of items sold, at an average price of £60. Beauty, the largest category, grew just 6.1% and sold 6.2% fewer items.

Every EU market grew, but the base is small

The seven euro markets in the pack sold €202.9 million worth of goods in September, up 24.6% on August. Germany led with €71.1 million (+26.4%), followed by France (€52.9 million, +18.9%), Spain (€37.3 million, +15.5%) and Italy (€35.6 million, +35.7%). The Netherlands (€4.4 million), Belgium (€1.0 million) and Portugal (€0.7 million) are tiny by comparison. Belgium’s 203% growth looks dramatic until you see it started from about €340,000.

Context matters here. August was the first full month after TikTok Shop opened cross-border selling between the UK and eight EU markets, so part of September’s growth is sellers arriving rather than shoppers changing habits. Beauty is the largest category in every market in the pack. Household appliances are second in Germany, Spain and Italy. Average prices rose everywhere, by 12% to 14% in the big four euro markets.

Poland: up 71% in a month, driven by clothing

Poland reports in zloty and is not in the euro total. Its September sales reached PLN 26.0 million, roughly €6 million, up 71.5% from about PLN 15.1 million in August. Unlike the UK, Poland grew on volume: items sold rose 60.9% and the average price only 6.6%, to PLN 61.60. Womenswear sales almost tripled (+171.5%) and menswear more than doubled (+154%). Beauty remains the largest category at PLN 6.6 million. The best selling single product was a makeup box by Polish influencer Magda Lipczyńska, at PLN 548,000.

Chufan Shi, who runs FastMoss’s US business, sums up the month this way: “September shows UK TikTok Shop growing on value rather than volume. Shoppers bought slightly fewer items than in August but spent more on each one, and household appliances drove a big part of that. In the EU the growth is broader. Every market in this pack grew, and Poland’s GMV rose more than 70% in a single month. For brands planning Q4, the UK rewards higher priced products, while the EU markets still leave room for new sellers to win share.”

What the numbers can and cannot tell you

FastMoss sells access to TikTok Shop analytics, so it has an interest in the platform looking big. Its figures are estimates built from public TikTok Shop data, not official numbers from TikTok. The company says a check of 182 US products in October found a median gap of 0.7% between its unit estimates and the counts shown on TikTok Shop, but that test did not cover sales value or the European markets. The data has no order counts, so “average price” here is value divided by items, not a true basket size. It does not cover returns, margins, or sales by live stream versus video. Ireland and Austria were left out for low volume. Figures are in local currency and not converted. Source: FastMoss, data for 1 to 30 September 2026 compared with August.