TikTok Shop's Full-Turnkey Business Accelerates Again: U.S. Business Doubles Year-on-Year, Now Covers 16 Countries Globally

Recently, the TikTok Shop Full-Turnkey Merchant Conference was held in Guangzhou. At the event, the platform reviewed its development over the past year and provided a comprehensive analysis of new growth opportunities within the full-turnkey business. Data from May 2026 shows that TikTok Shop's full-turnkey business in the U.S. market has doubled compared to the same period last year. Business in the UK and the four EU countries has grown by 71% year-on-year this year, while daily GMV in Mexico and Japan has repeatedly hit new highs.

This year, TikTok Shop's global expansion of its full-turnkey business will further accelerate. Recently, TikTok Shop Full-Turnkey has officially opened merchant applications for eight new countries: Poland, the Netherlands, Belgium, the Czech Republic, Austria, Greece, Portugal, and Hungary. This forms a market network covering 16 countries globally. Leveraging TikTok Shop Full-Turnkey's 'Sell Globally from One Store' feature, merchants can use a single inventory to cover multiple markets, achieving efficient growth in each market through 'high-quality product supply and localized content.'

According to platform data, since the beginning of this year, TikTok Shop Full-Turnkey has maintained strong growth momentum in all key markets, with diverse consumer demands and category opportunities emerging across different regions.

In 2026, TikTok Shop's U.S. full-turnkey business continues its upward trajectory, with Spring Promotion GMV surging by nearly 130%. In this market, evergreen products with high repurchase rates and seasonal/holiday-specific items have performed exceptionally well. The supply of related products has increased threefold, and their incubation success rate is 2.3 times higher than the platform average. Simultaneously, the platform's content advantage continues to be leveraged, with the proportion of posts from high-level creators increasing by 34%, driving a 40% improvement in short video conversion efficiency (GPM). Therefore, the platform recommends that merchants in the U.S. focus on evergreen products with high repurchase rates, summer-specific items, outdoor/travel products, and festive atmosphere-related goods. They should also actively amplify their product advantages through creator collaborations and short video content.

From January to May this year, full-turnkey GMV in Europe and the UK grew by 71% year-on-year. The number of high-level creators doubled compared to the same period last year. The number of active merchants continues to grow, and the success rate for launching new products is consistently rising.

Starting June 1st, TikTok Shop's European operational footprint has expanded from the original UK and four EU countries (Germany, France, Italy, Spain) to a total of 13 countries. To unlock the potential of 'one inventory selling across Europe' with full-turnkey, content localization is key. To this end, the platform has launched an AIGC multilingual short video tool. Merchants only need one set of materials to generate videos in multiple languages—such as English, French, German, Italian, and Spanish—with one click, significantly reducing content production costs. Meanwhile, TikTok Shop has gathered over 500,000 local European creators and more than 500 cross-border partner agencies. The platform advises merchants to prioritize scheduling AIGC multilingual content and sending product samples to creators after finalizing their European product selection.

Since its launch in Japan, TikTok Shop Full-Turnkey's daily GMV has also repeatedly reached new highs, with a clear growth pattern driven by hit products: In Q2 2026, the number of hit products increased by 135% compared to Q4 2025, and the number of active products grew by 39%. Over 60% of business originates from the content field, indicating content-driven, predictable growth.

In the Japanese market, consumers have distinct aesthetic preferences, making product assortments tailored to local needs more advantageous. The sell-through rate for 'Japanese-style targeted assortments' is 7 times that of the overall Japanese full-turnkey market, and their hit rate is 9 times higher. 'Quality-specific assortments,' such as pearl jewelry, are also strong categories in the Japanese market, with freshwater pearl necklaces achieving nearly $20,000 in live-stream sales in a single day. Therefore, the platform recommends merchants prioritize stocking 'Japanese-style assortments' and 'quality-specific assortments' to build a solid product foundation. They can then leverage TikTok Shop's content field amplification advantage, using creator collaborations and short videos to communicate product features to Japanese consumers.

Additionally, Mexico is another newly opened market where TikTok Shop Full-Turnkey has shown significant growth: business scale has a monthly compound growth rate of up to 15.5%; user base has grown by 125%, with average monthly orders per user increasing to 2.5; the number of hit products continues to rise; and both the volume of new videos in the content field and short video conversion efficiency are steadily climbing.

It is reported that in 2026, TikTok Shop Full-Turnkey has fully entered a new phase of 'coordinated global market explosion.' In the second half of the year, the platform has planned multiple major promotional campaigns in key markets like the U.S., Europe, Mexico, and Japan, fully covering core local consumption periods to further unlock growth potential.

At this conference, TikTok Shop Full-Turnkey also launched the 'High-Quality Merchant Program,' which includes five major upgraded benefits: support for new merchant growth, product marketing and hit creation, content operation support, business model safeguards, and enhanced benefits for top merchants. This program systematically assists merchant growth across all aspects—from onboarding guidance, product planning, and new product incubation to marketing strategies, multi-country pricing, content creation, cross-border logistics, and overseas warehousing.

Addressing merchant operational needs, the platform's AI tool suite has been further enriched: the AI Video Generator and AI Image/Text Generator can significantly improve creation efficiency and reduce production costs, supporting one-click generation of multilingual videos. AIGC Content Management has been upgraded from 'single-point hit generation' to 'full-link automated management.' The upcoming AI Agent Merchant Assistant will precisely target practical pain points in merchants' daily operations, including intelligent product selection, product listing and updates, inventory management, product diagnostics, and compliance identification.

Regarding fulfillment, in addition to the original domestic stock-up model, the platform continues to upgrade its localized fulfillment services. It has now established various localized fulfillment solutions covering overseas warehouses and local fulfillment services. Among these, overseas warehouses enable overseas stockpiling and local direct shipping. Merchants do not need to open new stores and can sell using their original product links. If overseas warehouse stock is sold out, domestic inventory will automatically connect. Currently, this service is officially live in the U.S., with Europe planned for launch this month. It is particularly suitable for high-average-order-value products, large/heavy items, and goods where local stockpiling offers a price advantage.

The local fulfillment model supports store openings by overseas entities as well as those from Mainland China and Hong Kong SAR. Merchants can choose to ship from the platform's FBT warehouses or their own warehouses based on operational needs, offering broader operational scope, faster delivery speeds, and exclusive exposure resources. Currently, Europe has launched both FBT and merchant warehouse fulfillment modes, with the U.S. market actively advancing implementation. This model is suitable for certain categories restricted in cross-border trade, high-average-order-value products, large/heavy items, and differentiated categories like fast-fashion apparel.