Report · Edition 01 · September 2026

TikTok Shop EU Creator Report 2026

Data-backed insights on market performance and creator dynamics for brands building their EU TikTok Shop strategy. 22 pages, 18 exhibits, English, free. Published by GENUINE in collaboration with Cruva.

How many creators sell in your market, and how productive they are

Which categories reward a brand with fewer creators and less competition

Where DE, FR, IT and ES stand against the UK and US, and who comes next

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TikTok Shop EU Creator Report 2026, report cover

Know us from

WHAT'S INSIDE

01 · Market size

GMV by market, and what it means per head

Monthly affiliate GMV for DE, FR, IT and ES from three data sources, set against the UK and US. Europe grows as one region, and the ranking never moves.

02 · Maturity

Europe at a third of UK maturity

A maturity index with UK = 100, built from spend per head, selling creators, activation and revenue spread. It shows how much runway each market still has.

03 · Creators by category

The category index

Revenue per selling creator by category, divided by the market average. It shows where a brand achieves more with fewer partners and less competition.

04 · Concentration

Plan for the next 900 creators, not the top 100

How much GMV the top 1,000 creators hold in each market, how many of the top 100 are already signed with an agency, and what that means for recruiting.

05 · AI content

AI fills the feed and misses the top 1,000

Share of AI-generated videos and of the GMV they earn, market by market, plus how much of video GMV runs on paid amplification.

06 · Market profiles

DE, FR, IT, ES and the next wave

One page per core market with selling creators, revenue per creator and maturity, then Austria, Belgium, the Netherlands and Poland as the 2026 launch cohort.