Is live shopping available in Europe?

Yes. TikTok Shop operates in 10 European countries, including the Netherlands since June 2026, and eBay Live is available in the UK, Germany, France and Italy.

How Europe compares

Live shopping in Europe is growing but remains smaller than in China, where it is a mainstream sales channel. European shoppers are more used to classic e-commerce, and the format has grown first in fashion, beauty, collectibles and consumer electronics.

What sellers need to consider in Europe

• Consumer law: withdrawal rights and clear pre-contract information apply to purchases made during a stream.
• Payment preferences differ by country, from cards and wallets to local methods such as iDEAL|Wero in the Netherlands.
• Strong customer authentication applies to most card payments, so the checkout must handle it smoothly on mobile.
• Platform rules on commissions, payouts and returns vary.

Retailer-owned events

Alongside the platforms, European retailers host live sessions on their own websites, often with shoppable video tools. These keep the customer relationship in house.

What it means for payment operators

For your merchants selling live across several European countries, local payment methods and a mobile checkout that handles authentication without friction make the difference during short offers. Smart checkout and access to local methods let them adapt the payment page to each market.