Until now, the same question would quickly appear under a video featuring a popular beauty product, item of clothing, or kitchen gadget: “Where can I buy it?” A brand could generate a million views and then simply hope that users would find the product themselves, visit the store, and complete the purchase. TikTok Shop removes most of these steps from the process.
Since June 15, 2026, users in Poland have been able to buy tagged products directly from videos, LIVE streams, and seller profiles. Payments are completed within the app, and the system has been integrated from launch with services including BLIK and InPost.
The core of TikTok Shop lies in combining three elements: video reach, creator recommendations, and checkout. An influencer can promote a product in exchange for commission, a brand can track which piece of content actually drives sales, and a video recorded on a phone can generate more orders than a polished advertising campaign.
TikTok Shop will therefore test whether Polish brands can turn audience attention into sales. A good video can instantly present a product, create purchase intent, and direct the user straight to the shopping cart.
TikTok has already cultivated its own customer base
TikTok is launching its own shop at a time when it already has more than 14 million users in Poland and reaches over half of the country’s internet users. The average user spends nearly 88 minutes a day in the app, regularly engaging with creators, brands, trends, and products.
The platform has long influenced purchasing decisions:
- one in two Polish users discovers new products or brands there,
- 55% searched for information about a company, product, or service in the past month,
- the hashtag #TikTokMadeMeBuyIt has generated more than 34 million videos.
Until now, after watching a piece of content, users had to move on to Google, Allegro, or the brand’s online store. Every additional step increased the risk of them abandoning the purchase.
TikTok Shop shortens this path. Users can discover a product, see it in use, read comments, and go directly to the offer. In this way, the platform turns attention and purchase intent into a transaction without requiring users to leave the app.
From video to Paczkomat: what does shopping on TikTok look like?
TikTok Shop places products directly where users watch content and follow creators. A purchase can begin with a short video, a LIVE stream, or a visit to a brand’s profile.
The main sales formats are:
- Shoppable videos – a creator or brand tags a product in the content. After clicking, the user can see the price, available variants, description, and reviews.
- LIVE streams – the host presents products, answers viewers’ questions, and pins specific offers to the screen. Discounts and limited availability can further speed up the purchasing decision.
- Profile catalogue – users can browse the seller’s full range, check available products, and return to the content in which they were featured.
- Shop tab – brings products, promotions, and recommendations together in one place. It also allows users to search for offers without waiting for them to appear in the feed.
- Affiliate programme for creators – an influencer selects products available on the platform, features them in their content, and receives a commission on orders.
- Payment and delivery – the purchase can be completed within the app. In Poland, the system supports BLIK and deliveries handled by InPost, among other options.
As a result, the same product can appear at several touchpoints along the customer journey. A user may first see it in a video, learn more during a LIVE stream, read reviews, and proceed to payment without switching apps.
TikTok Shop turns creators into sellers
For years, influencer marketing was based on a simple model: a brand paid for a publication, while reach, comments, and views were treated as indicators of campaign success. TikTok Shop adds a result that requires no interpretation — the number of orders.
A creator can choose a product from the affiliate catalogue, feature it in a video or during a LIVE stream, and receive a commission on sales. In Poland, verified creators with at least 1,500 followers can join the programme. This threshold also opens affiliate marketing to micro-influencers, whose communities may be smaller but are often focused on a specific category, such as skincare, fashion, sport, books, or home furnishings.
The scale of this model is best illustrated by the markets where TikTok Shop launched earlier. In Ireland, the number of active affiliate creators has grown by 600% since the platform launched in December 2024. By May 2026, they had earned more than €2 million in commissions. Over the past six months, sales generated through shoppable videos and LIVE streams have been growing at a double-digit rate.
What changes from a brand’s perspective?
- The number of followers is no longer the primary metric. An account with just a few thousand followers can generate more orders than a large profile if the creator understands the product and reaches the right audience.
- Compensation can be tied directly to performance. A brand sets a commission for a product, meaning that part of the collaboration cost only arises after a sale has been made. Hybrid models are also possible, combining a fixed fee for content creation with an additional sales commission.
- A single product can be promoted by multiple creators at the same time. An open affiliate programme allows brands to test different ways of presenting a product more quickly, without planning a separate campaign for each creator.
- Sales data also becomes part of reporting. Brands can compare order values, the number of units sold, and commissions attributed to individual creators and pieces of content.
- Profit margins and inventory availability become increasingly important. A product must generate enough margin to cover commissions, product samples, discounts, and fulfilment costs. A viral trend combined with limited stock can bring a campaign to an abrupt end just as it starts gaining momentum.
TikTok Shop therefore rewards creators who can explain a product, demonstrate how it works, and address genuine customer questions and concerns. High-quality visuals and broad reach still matter, but the sales dashboard quickly reveals whether interest has translated into actual orders.
For brands, this means tracking new performance metrics, including:
- content conversion rate,
- average basket value,
- return rate,
- commission costs,
- profit margin after discounts,
- sales generated by each creator.
More than 100,000 businesses have already joined TikTok Shop across the first five European Union markets where it launched. Between August 2025 and February 2026, daily sales value on those markets grew at a triple-digit rate. While these figures do not guarantee that Poland will follow the same path, they clearly show that creator affiliate marketing has become one of the platform’s key growth drivers in Europe.
The first months will reveal which brands truly understand TikTok Shop
The launch of TikTok Shop in Poland has attracted brands from the beauty, fashion, lifestyle, and confectionery sectors. Companies including Eveline Cosmetics, L’Oréal Poland & Baltic HUB, Modivo, beBIO Cosmetics, Carpatree, and Cafe Słodziak have already announced their presence on the platform.
The choice of these categories is no coincidence. Their products are easy to demonstrate in use, compare, test, or incorporate into content built around transformations, styling, or authentic recommendations.
TikTok is entering Poland with a model that has already been proven in other markets. In the European Union countries where the service launched earlier, the platform attracted more than 100,000 sellers and reached nearly 100 million users. Between August 2025 and February 2026, daily sales value in those markets grew at a triple-digit rate.
The Polish market will develop its own rules for TikTok Shop
Early results from other countries demonstrate the scale of the opportunity, but Polish brands will need to find their own way of using the platform. Shopping behaviour, the popularity of individual categories, and the role of LIVE streams may develop differently than in the United Kingdom, Ireland, or Germany.
The companies most likely to gain an early advantage will be those that combine several key elements:
- select products with sufficient margins and stock availability,
- create content tailored to the way users consume TikTok,
- collaborate with creators who understand the relevant category,
- offer commissions that are attractive to affiliates,
- analyse sales, returns, and the profitability of individual pieces of content,
- quickly scale the formats that generate orders.
TikTok Shop allows brands to track the entire product journey: from the first video view, through a click on the offer, to the final purchase. As a result, decisions about future campaigns can be based on sales data attributed to specific videos, LIVE streams, and creators.
The Polish market is only at the beginning of this process. This is a good time to test the platform before competitors establish recognisable formats, build stable affiliate networks, and accumulate large numbers of product reviews.
LemonMedia supports companies from Germany and other countries with TikTok Shop implementation, as well as with other marketing activities. One major advantage for our clients is the ability to stay in regular contact with us in German.
Would you like to see how TikTok Shop could support your brand’s sales and communication strategy? Contact LemonMedia. We will help you select the right products, creators, and formats, and prepare a campaign built around measurable sales results.
