Brands are increasingly looking to replicate their TikTok Shop success when entering overseas markets.Modern Retail spoke with three brands — gaming consoles business Nex Playground, K-beauty company MBX and luxury resale platform Fashionphile — about how they are using TikTok Shop to expand internationally, and why they believe the momentum they have experienced on the platform in the U.S. will translate to success abroad.
As these brands venture into new territories, such as the U.K., Europe and Japan, they say that the key to a global approach to TikTok Shop involves tailored marketing campaigns, creator partnerships, and a commitment to experimenting with new tools and services within the TikTok ecosystem.
Building on holiday momentum
After selling out during the 2025 holiday season on TikTok Shop, gaming console Nex Playground is launching on the platform in the U.K. and Ireland.
The brand launched in the U.K. and Ireland through Amazon U.K., Argo and Smyths Toys. It will also be available on TikTok Shop later this month.
