You can't open a TikTok Shop that sells to Australian shoppers yet, because TikTok Shop has no Australian marketplace. But Australian brands can sell on TikTok Shop US or UK today. For the US, that usually means setting up a US LLC with an EIN and a US address, registering in TikTok Shop Seller Center, and shipping from stock held in the US. Most brands go from decision to first live listing in 4–8 weeks.
Why Australian brands are selling overseas first
TikTok Shop is the in-app store inside TikTok. Shoppers watch a video or livestream, tap the product and buy without leaving the app. Creators earn a commission for every sale they drive, so brands can have hundreds of creators making content about their products at once.
It's live in the US, the UK and a growing list of markets across Europe and Asia. Australia isn't one of them yet, and TikTok hasn't confirmed when (or if) a local marketplace will open. We cover the latest in Is TikTok Shop coming to Australia?
That's why a growing number of Australian brands aren't waiting. TikTok's own ANZ team has described TikTok Shop as an opportunity for Australian businesses to reach shoppers overseas, and well-known Aussie brands like Hismile are already selling through it in the US and UK.
The upside of going first: the brands that build a creator network, a content library and real sales history in the US now will be miles ahead of competitors who start from zero on launch day, wherever that launch happens.
The two ways in
1. Set up a US entity and sell as a US business (the route we use)
This is the most common path for Australian brands. You form a US company (usually an LLC, which can be owned by you or by your Australian Pty Ltd), get an EIN (the US tax ID), and register in TikTok Shop's US Seller Center with that US business. Your stock is held in the US, usually with a 3PL warehouse or TikTok's own fulfilment, so orders reach customers quickly.
It takes more paperwork up front, but it gives you a properly set-up US business you control, and it's the route we take our clients through in our Launch package.
2. TikTok's cross-border seller program
TikTok also runs cross-border programs for businesses registered outside the destination country. In 2026 these have become stricter. Industry reports describe minimum company ages, security deposits for US cross-border stores, no registrations for individuals, and invitation-only or category-limited access for some lanes. The rules change often and vary by market, so check the current requirements in Seller Center before choosing this path.
Step by step: selling on TikTok Shop US from Australia
- Check your products and category. Make sure your products can be sold on TikTok Shop US and find out whether your category needs extra approval. Cosmetics, supplements and food often need additional documents and certifications.
- Form your US LLC. Choose a state, appoint a registered agent and file the formation documents. The LLC can be owned by you personally or by your Australian company.
- Get your EIN. Apply to the IRS for an Employer Identification Number. Non-US owners can apply without a US Social Security Number, but it usually takes longer than for US residents.
- Sort your US address, bank and payouts. You'll need a US business address and a way to receive payouts from TikTok in USD.
- Plan your fulfilment. Decide where your US stock will live (a US 3PL or TikTok's fulfilment service) and how you'll handle returns. Shipping every order from Australia is slow and expensive, and it's hard to meet TikTok's delivery requirements that way.
- Register in TikTok Shop Seller Center. Apply with your US business details, verify your identity and documents, and link your bank account. Our seller account setup guide walks through this part in detail.
- List your products. Write listings for US shoppers: US spelling, US sizing, clear benefits and strong images and video.
- Get creators selling for you. Set up affiliate commissions, send samples and recruit creators in your niche. This is where sales actually come from, and it's the heart of our Scale package.
How long does it take? Most brands go from decision to first live listing in 4–8 weeks. The EIN and category approvals are usually the slowest parts.
What does it cost to sell? TikTok charges a referral fee on each sale plus payment processing, and the rates vary by category. On top of that you'll pay creator commissions, fulfilment and the one-off costs of setting up your US entity. Build all of this into your US pricing before you launch.
Is your brand a good fit?
TikTok Shop rewards products that are easy to show. The Australian brands that do best with us usually sell:
- Skincare and beauty: routines, before-and-afters and honest reviews
- Pet products: pets are made for TikTok
- Activewear: try-ons, fit checks and workout content
- Health and wellness, including supplements: strong repeat purchase, with extra compliance steps
You'll also want healthy margins (to cover fees and creator commissions), enough stock to send samples to creators, and products that can legally be sold in the US.
Mistakes that slow Australian brands down
- Mismatched documents. Your LLC name, EIN letter, address and bank details all need to match exactly. Small differences are one of the most common reasons applications get rejected.
- Shipping everything from Australia. Slow delivery hurts your shop's performance score and your reviews.
- Treating it like a website launch. A TikTok Shop with no creators and no content won't sell. Plan your creator outreach before you go live.
- Waiting for an Australian launch. No date has been confirmed. Every month in the US is a month of content, creators and data you'll keep.
Doing it yourself vs. done for you
You can absolutely do all of this yourself. Here's what that tends to look like for a first-timer, and where we take things off your plate.
| Step | Doing it yourself | With Glow Commerce |
|---|---|---|
| US LLC + EIN | Researching states and registered agents, filing, then waiting on the IRS. Non-resident EIN applications can take several weeks, and a mistake can mean starting again. | We file the LLC and EIN for you, including for LLCs owned by an Australian Pty Ltd. |
| Seller Center application | Documents that don't match exactly are one of the most common reasons for rejection, and each re-application costs more time. | We prepare and check every document before applying, and we've launched brands that were rejected before. |
| Fulfilment + payouts | Comparing US 3PLs, setting up a USD payout account and working out returns from scratch. | We map out your shipping, logistics and returns setup as part of Launch. |
| Listings | Rewriting your listings for US shoppers and learning TikTok's listing rules as you go. | We set up and optimise your catalogue for US shoppers. |
| Creators + sales | Finding creators, sending samples and following up yourself, usually alongside running the rest of the business. | Our Scale package runs creator recruiting and outreach for you, with weekly GMV reporting. |
Doing it yourself mostly costs you time: weeks of admin before you make your first sale. If you'd rather spend those weeks selling, that's what we're for.
Want us to handle it for you?
We set Australian brands up on TikTok Shop US and UK, from the US LLC and EIN through to approval, listings and creators. Tell us about your brand and grab a free 15-minute call.
Book a free strategy callFAQs
Yes, but not to Australian shoppers yet. Australian brands can sell to US and UK shoppers by setting up in those markets. For the US, that usually means a US LLC, an EIN and US-based stock.
No. You can run a US LLC from Australia. You'll need a registered agent and US business address, an EIN and a way to receive payouts in USD.
Yes. A US LLC can be owned by an Australian company. Get advice from your accountant on the tax setup in both countries.
Most brands go from decision to first live listing in 4–8 weeks. EIN processing and category approvals are usually the slowest parts.
You can for some programs, but it's slow and makes it hard to meet TikTok's delivery standards. Most brands hold stock in the US with a 3PL or TikTok's own fulfilment.