TikTok Shop in Poland: what it means for performance marketing
Expert commentary on the “O e-commerce” podcast episode with Ewa Wysocka and Paweł Chodkiewicz
I recently listened to Ewa’s podcast episode with Paweł Chodkiewicz, and I’ll keep it short: it’s one of those conversations that make you open a spreadsheet straight away and start recalculating budgets.
In my day-to-day role as Head of Performance at tribe47, I look at new channels without sentiment — through the lens of numbers, ROI and the sales cycle. And from that perspective, TikTok Shop is not just another “Gen Z curiosity”.
That’s exactly why I’d like you to pause here with me for a moment. Let’s look at the numbers together, because there’s no longer any room for “let’s wait and see” on this one.
Let’s start with the hard data. In 2025, TikTok Shop generated $64 billion in sales (almost twice as much as the year before).
And the forecast for 2026? $112 billion. Globally.
In the US alone, annualized sales passed $32 billion. In July. In Europe (across just four markets), it generated half a billion euros in a single quarter. And the most interesting part: over 40% of those sales are driven by ordinary creators and affiliate programs. Regular people with a phone and an audience.
The channel has been live in Poland since 15 June 2026. That’s 14 million users, with BLIK payments and InPost deliveries available from day one.
This isn’t “something that might work someday”.
It works. Now.
What changes from a performance perspective
In the podcast, Paweł made a very sharp point about the key difference: on Allegro or Google, it’s enough to optimize your product well and launch an ad campaign. The customer searches, finds, buys. On TikTok, if you stop creating content, your product becomes completely invisible.
It’s a fundamental paradigm shift. We’re moving from a search-driven model (the customer has intent) to discovery commerce (the customer discovers a product in a stream of entertainment). And that’s exactly why the role of performance in TikTok Shop looks different than in traditional e-commerce.
What I see as Head of Performance:
- No more analytics headaches: Because everything happens inside the app, pixel and iOS ATT issues are a thing of the past. Attribution is complete and transparent.
- Native checkout makes a difference: In-app purchases convert at 3.2% on average, while redirecting to an external store converts at around 1.4%. Customer acquisition cost (CAC) drops by as much as 40–60%. It works brilliantly for impulse products under PLN 200.
- CAC 40-60% lower vs traditional channels. The affiliate model flips the risk structure: you pay creators a commission only on completed sales, not upfront for clicks. That’s performance in its purest form.
Live commerce: the highest conversion, but not without challenges
The podcast spent a good deal of time on live selling — and rightly so, because the data speaks for itself: LIVE conversion is 7.8%, more than double that of standard video content. Viewers spend an average of 22 minutes watching a stream and place 1.4 orders per session.
But here’s the point I always flag to clients: lives generate “only” 26% of total GMV, because they’re operationally demanding. Not every company is ready for 12-hour streaming marathons like Made by Mitchell (which made a million dollars in a single day). The backbone of the system remains affiliate creators, who account for 42% of revenue.
Key lesson: don’t try to run boring, “shopping-channel-style” lives. It won’t work in the Polish market. Either invest in hosts with real energy, or you’re better off focusing on affiliate video.
My 3 tips for getting started:
- Go hybrid. Don’t put all your eggs in one basket. Make 60-70% of your sales natively on TikTok (fast movers, lower AOV), and send the rest to your own store, where you build your customer base and sell higher-priced products.
- Don’t wait for the “perfect moment”. When new features launch, the algorithms hand out huge amounts of free reach. Whoever gets in now will skim the cream organically. A year from now, you’ll be paying three times as much for the same traffic.
- Secure your warehouse. My teammate Michał F. Barski, MBA always asks clients one thing: “What will you do if something goes viral and 10x the orders come in overnight?”. Performance will do its job, but logistics has to handle the spike.
TikTok Shop is performance in its purest form – you pay for real sales, not empty clicks.
#TikTokShop #TikTokShopPoland #SocialCommerce #Ecommerce #Performance #Marketing #LiveCommerce #DiscoveryCommerce #TikTokAds #Ecommerce2026 #DigitalMarketing #strategy #growth #digital
Anna Czarnecka
Head of Performance, tribe47
Sources
- “O e-commerce” podcast, S02, TikTok Shop episode: Spotify | YouTube
- Momentum Works / Tabcut: TikTok Shop global GMV 2025 ($64.3B, +94% YoY), via Axis Intelligence, July 2026
- Axis Intelligence Research: TikTok Shop Statistics 2026, projected $112.2B global GMV
- Ecommerce Times: TikTok Shop US annualized GMV $32B (July 2026)
- Kalodata / Lengow Blog: €500M GMV across 4 EU markets, Q2 2026
- Delzonic: 42% GMV driven by affiliate creators
- TikTok Newsroom: Poland launch 15 June 2026
- Dealavo: 14.2M active TikTok users in Poland, BLIK & InPost integration
