European e-commerce & marketplace trends
In February, we saw three clear developments shaping 2026: social commerce scaling, stronger focus on profitability, and marketplaces are growing.
Social commerce is scaling
TikTok Shop doubled its GMV in 2025, reaching $64 billion. Social commerce is becoming an established part of marketplace growth in Europe.
For brands, this means new opportunities! We are eagerly waiting for TikTok shop to expand to more markets.
