Hungarian free-from food brand Szafi is entering TikTok Shop as one of the first Hungarian brands to experiment with the platform’s expanding European social-commerce ecosystem.
The company plans to integrate as much of its existing online catalogue as is eligible for sale through TikTok Shop rather than creating a small selection specifically for the platform. Szafi intends to start with at least 50 of its most popular products.
TikTok Shop combines product discovery, video demonstration and checkout within the same platform. A consumer can discover a product while watching a recipe, see how it is used and purchase it without separately searching for the item or moving to a conventional online store.
From recipe video to checkout
Szafi plans to build its TikTok Shop strategy around live recipe demonstrations, shoppable videos and collaborations with content creators. Flour mixes, sweeteners and other ingredients featured regularly in the company’s recipes are expected to be among the products receiving the greatest exposure.
Customers may want to understand what a particular flour mix can be used for, how dough made from it should look or what the finished bread, pancake or cake will be like. TikTok allows the demonstration and transaction to happen almost simultaneously.
If a consumer sees bread, pancakes or a cake being prepared in a Szafi video, the ingredients used in the recipe can effectively become part of the content itself, and potentially be purchased immediately.
More than 100,000 businesses have joined TikTok Shop in major European markets
TikTok Shop is now available to local shoppers and merchants in the United Kingdom, Ireland, Spain, France, Germany, Italy, Austria, Belgium, the Netherlands and Poland, the latter being added on June 15, 2026.
TikTok says more than 100,000 businesses have already joined TikTok Shop across France, Germany, Italy, Spain and Ireland. The total value of products sold through the platform recorded triple-digit growth between August 2025 and February 2026 across those markets.
