TikTok Shop Statistics 2026
By Axis Intelligence Research
Co-authors: Elena Rodriguez & Alex Rivera | Last updated: July 22, 2026 | License: CC BY 4.0
TikTok Shop generated US$64.3 billion in global gross merchandise value in 2025, according to Momentum Works and Tabcut data — a 94% year-over-year increase across 16 active markets. The US market alone contributed US$15.1 billion, up 68% from 2024. Southeast Asia remains the platform’s commercial engine, accounting for US$45.6 billion of that total.
Quick Answer: TikTok Shop by the Numbers
According to Axis Intelligence Research’s analysis of Momentum Works, Tabcut, eMarketer, and TikTok’s own official announcements:
- Global GMV (2025): US$64.3 billion (+94% YoY) — Momentum Works/Tabcut, February 2026
- US GMV (2025): US$15.1 billion (+68% YoY) — Momentum Works/Tabcut, February 2026
- US social commerce share (2025): 18.2% — eMarketer, December 2025
- Active markets (mid-2026): 16 countries, with 4 more expected by year-end
- US registered stores (2025): 803,500, of which more than half recorded no sales
Key Findings
- TikTok Shop’s global GMV reached US$64.3 billion in 2025, nearly doubling from US$32.6 billion in 2024, according to Momentum Works and Tabcut’s joint report published in February 2026.
- Southeast Asia doubled year-over-year to US$45.6 billion, representing 70.9% of global GMV in 2025, making it the platform’s indispensable growth engine even as the US accelerates.
- Affiliate creator content drives 42% of all US TikTok Shop GMV, with the top 0.5% of creators (approximately 4,000 accounts) generating 38% of all affiliate revenue, per Tabcut/Dashboardly data.
- TikTok Shop captured 18.2% of US social commerce in 2025 — up from near-zero in 2022 — and eMarketer projects that share will reach 24.1% by 2027.
- The de minimis exemption end (May 2, 2025) triggered an immediate 20–25% month-over-month decline in daily foreign-seller sales on the US platform, representing the most material structural disruption since launch, per Business Insider reporting confirmed by TikTok’s own seller communications.
How Large Is TikTok Shop’s Global GMV?
TikTok Shop’s global gross merchandise value reached US$64.3 billion in 2025, according to Momentum Works and Tabcut’s February 2026 joint report — a 94% increase on 2024’s US$32.6 billion, which itself was roughly three times the 2023 figure of approximately US$11 billion.
The scale of this growth over a short time frame is difficult to overstate. The platform launched as a shopping feature in Southeast Asia in 2021 with roughly US$0.9 billion in annual GMV. By 2025, global GMV exceeded that figure 71-fold. The 2021 comparison should be read with care: that figure covers Southeast Asian markets only, whereas 2025’s US$64.3 billion spans 16 countries. The raw multiplier reflects both genuine consumer adoption and a massive expansion in geographic scope.
TikTok Shop Global GMV: Annual Progression
| Year | Global GMV (US$B) | YoY Change | Geographic Scope | Source |
|---|---|---|---|---|
| 2021 | ~0.9 | — | Southeast Asia only | Tabcut/Momentum Works |
| 2022 | ~4.4 | ~389% | Southeast Asia | Momentum Works, SEA 2024 Report |
| 2023 | ~11.0 | ~150% | SEA + early US (Sep 2023) | Momentum Works, SEA 2024 Report |
| 2024 | 32.6 | ~196% | SEA + US + UK | Momentum Works/Tabcut, Jan 2025 |
| 2025 | 64.3 | +94% | 16 markets | Momentum Works/Tabcut, Feb 2026 |
Note: Pre-2024 figures are Momentum Works/Tabcut estimates rounded to nearest $0.1B. 2024 and 2025 figures are reported as of the Momentum Works publication date. GMV is gross transaction value before returns and cancellations.
Elena Rodriguez: The jump from $11B to $32.6B in a single year deserves more attention than it typically receives. That is not the trajectory of a feature gaining traction — it is the trajectory of a marketplace actively subsidizing its way to liquidity. The discount and incentive spending that Momentum Works attributed to TikTok’s 2024 growth has real costs attached. The question for operators is whether the platform’s unit economics will survive the transition to a fee structure that actually covers those costs.
Source: Axis Intelligence Research — CC BY 4.0
TikTok Shop US Market Statistics
How Much Does TikTok Shop Generate in the United States?
The United States generated US$15.1 billion in TikTok Shop GMV in 2025, up 68% from US$9 billion in 2024, according to Momentum Works and Tabcut. This positions the US as TikTok Shop’s largest individual national market by GMV, a position it took from Indonesia during 2024.
For context, eMarketer’s independent count puts US TikTok Shop sales at US$15.82 billion in 2025, representing 108% year-over-year growth, with the difference from Momentum Works reflecting different methodological scopes (eMarketer includes some marketplace fee revenue; Momentum Works tracks gross transaction value). Both figures point to the same directional conclusion.
eMarketer projects TikTok Shop US sales will surpass US$20 billion in 2026, and exceed US$30 billion by 2028.
TikTok Shop US Sellers and Stores
The Momentum Works/Tabcut 2025 report counted 803,500 registered stores in the US by end-2025. The concentration of activity in that base is extreme:
| Segment | Count | Share of Stores |
|---|---|---|
| Total registered stores | 803,500 | 100% |
| Stores with any recorded sales | ~370,000 | ~46% |
| Stores exceeding US$1M GMV | >2,000 | <0.3% |
| Stores exceeding US$10M GMV | ~77* | <0.01% |
*Source: Momentum Works/Tabcut, TikTok Shop in the U.S. 2025 (February 2026); 77 figure is 2024 data from Tabcut/Fitsmallbusiness, January 2025.
Axis Intelligence Research calculates that US GMV per registered store averages US$18,793 — computed as US$15.1 billion (Momentum Works 2025 GMV) divided by 803,500 registered stores. This number means almost nothing at the individual store level: the actual distribution is a power law, with the vast majority of stores inactive and a tiny tier capturing most of the volume.
TikTok Shop US Sales Channel Mix (2025)
Sales on US TikTok Shop flow through three distinct channels, per Momentum Works/Tabcut:
| Channel | 2024 Share | 2025 Share | Shift |
|---|---|---|---|
| Short-form video | 58% | 50% | −8 pp |
| Shop tab (marketplace browse) | 32% | 36% | +4 pp |
| Live commerce (LIVE shopping) | 10% | 14% | +4 pp |
Short-form video is still the dominant route to purchase but its share is eroding. Live commerce, though the smallest channel, grew fastest in absolute and relative terms — GMV from LIVE sessions rose 86% year-over-year. The Shop tab gain reflects increasing intent-driven behavior: users arriving at TikTok knowing what they want to buy rather than discovering it by accident.
Elena Rodriguez: The channel mix shift tells the longer story. A platform where 58% of revenue comes from short-form video discovery has effectively built an impulse-purchase engine. One where 14% comes from live commerce and 36% from a browse tab is building something that more closely resembles a marketplace. Those two business models require different operating infrastructures, different seller capabilities, and different margin profiles. TikTok Shop is mid-transition between them.
TikTok Shop Southeast Asia Statistics
Which Southeast Asian Markets Lead in GMV?
Southeast Asia generated US$45.6 billion in 2025 TikTok Shop GMV, doubling year-over-year, according to Momentum Works. This makes the region responsible for 70.9% of the platform’s global total despite representing a fraction of global consumer spending power — a function of volume-driven, low average-order-value commerce at extraordinary scale.
| Market | H1 2025 GMV (US$B) | Notes |
|---|---|---|
| Indonesia | ~6.0 | Leads SEA by volume; regulatory history complicated 2021-2023 rollout |
| Vietnam | High-growth | Among fastest-growing SEA markets alongside Thailand |
| Thailand | High-growth | Strong live commerce adoption; beauty dominant |
| Malaysia | Mid-tier | Lower AOV (~US$4.64 per item) than Singapore |
| Philippines | Mid-tier | Volume-driven |
| Singapore | Highest AOV | Average item price ~US$19.77, close to US average |
Source: Momentum Works/Tabcut, January 2025 and February 2026 reports. H1 2025 Indonesia figure from TTS Vibes / Momentum Works.
Momentum Works’ Ecommerce in Southeast Asia 2024 report documented TikTok Shop’s SEA GMV reaching US$16.3 billion in 2023, nearly quadrupling from US$4.4 billion in 2022, and positioning it as the region’s second-largest e-commerce platform after Shopee (which held 48-52% market share through 2024).
Live commerce penetration in Southeast Asia runs meaningfully higher than in the US. Momentum Works estimates that live commerce accounts for 20–30% of TikTok Shop GMV in core SEA markets, compared to 14% in the US — reflecting a cultural headstart from consumer familiarity with livestream retail in the region.
TikTok Shop Category Statistics
What Are the Top-Selling Categories on TikTok Shop?
Beauty and personal care is the dominant category on TikTok Shop in every major market. In the US, it generated approximately US$2.49 billion in GMV in 2025, representing roughly 22% of US platform sales, according to eMarketer and Tabcut/AfterShip data. That is a 107.7% year-over-year increase in beauty dollar sales, versus Amazon’s 23.9% growth over the same period (52 weeks ended December 27, 2025), per eMarketer’s June 2026 analysis.
US TikTok Shop Category GMV Breakdown (2025)
| Category | Approx. US GMV Share | Notes |
|---|---|---|
| Beauty & Personal Care | ~22% | Largest category; ~US$2.49B; KOLs drove 14/20 top live sessions |
| Womenswear & Underwear | ~13% | Largest store count (14,930+ shops) |
| Fashion (combined) | ~24% | Women’s + men’s + footwear combined |
| Health & Wellness | ~10% | Fastest-growing post-de minimis (Health up 7.63% in April 2025) |
| Food & Beverages | ~7% | Largest MoM decline in April 2025 tariff data (−48%) |
| Home Supplies | ~4% | |
| Other | ~20% | Sports, electronics, accessories, etc. |
Source: eMarketer, Tabcut/AfterShip, Kalodata (April 2025 US marketplace monitor). Shares are directional estimates from multiple industry trackers; TikTok does not publish official category breakdowns.
The average item price in the US stood at approximately US$19.64, according to Momentum Works/Tabcut (January 2025 data). That positions TikTok Shop as a low-to-mid basket value platform by e-commerce standards, which constrains absolute GMV but maximizes purchase frequency.
Kids’ Fashion, Baby & Maternity, and Muslim Fashion posted the fastest growth rates in 2025 from smaller bases, according to the Momentum Works/Tabcut February 2026 report — a signal that the platform is expanding beyond its initial beauty and fashion stronghold toward household purchasing.
TikTok Shop Creator and Affiliate Statistics
How Much TikTok Shop Revenue Comes From Creators?
The affiliate creator network is the commercial architecture of TikTok Shop. Affiliate content drove 42% of all US TikTok Shop GMV in 2025, making it the platform’s single largest sales channel. The creator base counted 15.4 million influencers globally (Momentum Works/Tabcut February 2026), with 800,000+ US-based creators actively monetizing through TikTok Shop’s affiliate program.
Revenue concentration within that base is severe:
| Creator Tier | Estimated US Count | Affiliate GMV Share |
|---|---|---|
| Top 0.5% (mega/elite) | ~4,000 accounts | 38% of affiliate GMV |
| Mid-tier (10K–100K followers) | ~180,000 | 29% of affiliate GMV |
| Micro (under 10K followers) | Remainder | 33% of affiliate GMV |
Source: Dashboardly, citing Tabcut and industry tracker data, 2025-2026.
Average affiliate commission rates have climbed to approximately 13% of sale value. Commission ranges from 2% to 20%, with beauty and personal care at the high end and electronics at the low end, according to TikTok’s Seller Center benchmarks.
Live commerce conversion rates — 7.8% platform-wide, reaching 10.4% for TikTok Shop-managed (invitation-only) streams — meaningfully outpace standard feed commerce (approximately 4.7%), per Dashboardly and Kalodata data. Affiliate-run live sessions convert at 8.4% while averaging US$2,900 per stream.
Elena Rodriguez: The 42% affiliate GMV share is the operating constraint that most operators underweight in their planning. It means TikTok Shop functions less like a marketplace and more like a commission-based influencer sales network with a checkout attached. The platform fee (approximately 8%) plus affiliate commissions (average 13%) plus returns means a brand keeping 67 cents of every reported GMV dollar needs gross margins well above 60% to survive. That is a beauty and supplements business model, not a general merchandise model.
TikTok Shop Market Share: Social Commerce Position
What Is TikTok Shop’s Share of US Social Commerce?
According to eMarketer’s December 2025 inaugural TikTok Shop forecast, TikTok Shop held 18.2% of total US social commerce in 2025. eMarketer projects that share will reach 24.1% by 2027, with the remaining market dominated primarily by Facebook Marketplace and Instagram Shopping.
US social commerce total was US$87.02 billion in 2025 (eMarketer), with TikTok Shop’s contribution of ~US$15.8 billion calculated from that 18.2% share. eMarketer forecasts the total market to surpass US$100 billion in 2026 and approach US$119 billion by 2027.
| Year | US Social Commerce Total | TikTok Shop Share | TikTok Shop US GMV |
|---|---|---|---|
| 2024 | ~US$71.7B | ~10.6% | ~US$7.6B* |
| 2025 | US$87.0B | 18.2% | US$15.82B |
| 2026 (proj.) | >US$100B | ~22.8% | >US$20B |
| 2027 (proj.) | ~US$119B | 24.1% | ~US$28.6B |
2024 TikTok US share implied from eMarketer’s 407% growth in 2024 and 2025 base figure. Source: eMarketer, December 2025.
For perspective: TikTok Shop’s projected US GMV of more than US$20 billion in 2026 would exceed Target’s online sales, Best Buy’s total annual US e-commerce, and Kroger’s digital business — businesses that took decades to build.
The TSCI™: Axis Intelligence Research’s TikTok Shop Commerce Index
Axis Intelligence Research introduces the TikTok Shop Commerce Index (TSCI™) as this article’s original composite metric. The TSCI™ measures the commercial maturity of TikTok Shop across four dimensions, providing a single comparable score for tracking the platform’s evolution from discount-driven growth to sustainable marketplace status. The baseline reading as of July 2026: 70.6 / 100.
TSCI™ Formula and Inputs
TSCI™ = (GMV Growth Score × 0.35) + (Market Share Score × 0.25) + (Geographic Diversification Score × 0.20) + (Channel Maturity Score × 0.20)
All inputs were sourced from fetched primary documents as of July 2026:
Component 1 — GMV Growth Score (weight: 35%): 94.0 points
- Input: 94% global YoY GMV growth in 2025 (US$32.6B → US$64.3B)
- Source: Momentum Works/Tabcut, February 2026
- Normalization: raw percentage capped at 100; 100% growth = 100 points
Component 2 — Market Share Score (weight: 25%): 60.7 points
- Input: 18.2% US social commerce share in 2025
- Source: eMarketer, December 2025
- Normalization: 18.2% / 30% theoretical single-platform ceiling × 100
Component 3 — Geographic Diversification Score (weight: 20%): 54.5 points
- Sub-inputs: 16 active markets (40.0 pts from market breadth = 16/20 × 50) + revenue diversity (14.5 pts = (1 − 70.9% SEA concentration) × 50)
- Sources: Momentum Works (16 markets); Momentum Works/Tabcut (SEA $45.6B / total $64.3B = 70.9% concentration)
- Rationale: more markets = higher score; lower geographic concentration = higher score
Component 4 — Channel Maturity Score (weight: 20%): 58.0 points
- Sub-inputs: live commerce share 14% (40 × 14/20 = 28 pts); non-video share 50% (60 × 0.50 = 30 pts)
- Sources: Momentum Works/Tabcut February 2026 (US channel mix)
- Rationale: higher live and browse-tab share signals stickier, intent-driven behavior over algorithmic impulse
TSCI™ Baseline Reading (July 2026): 70.6
Calculation: (94.0 × 0.35) + (60.7 × 0.25) + (54.5 × 0.20) + (58.0 × 0.20) = 32.90 + 15.17 + 10.91 + 11.60 = 70.6
The 70.6 baseline reflects a platform with exceptional growth velocity (Component 1) and meaningful market concentration (Component 2), partially offset by geographic revenue concentration in Southeast Asia (Component 3 held down by 70.9% SEA share) and a channel mix still dominated by short-form video impulse rather than live or intent-driven browse (Component 4). As of this first published reading, TSCI™ 70.6 represents an inaugural baseline — subsequent readings will track whether tariff headwinds and European expansion shift the geographic and channel components.
Axis Intelligence Research licenses this metric CC BY 4.0. Citation format: “Axis Intelligence Research, TikTok Shop Commerce Index (TSCI™), v1.0, July 2026, axis-intelligence.com.” Reproduce with attribution and methodology link.
TikTok Shop Europe Expansion Statistics
Where Is TikTok Shop Available in Europe?
TikTok’s official newsroom announcement (May 28, 2026) confirmed that TikTok Shop is expanding to Austria, Belgium, the Netherlands, and Poland from June 15, 2026, bringing the total European market count to ten: the UK, Germany, France, Italy, Spain, Ireland, Austria, Belgium, the Netherlands, and Poland. The total active global market count at mid-2026 stands at 16.
Over 100,000 European businesses joined TikTok Shop across France, Germany, Ireland, Italy, and Spain since the EU launch in late 2024 and early 2025. TikTok reported triple-digit growth in daily GMV across those five markets between August 2025 and February 2026.
The UK remains TikTok Shop’s most mature Western market outside the US, hosting more than 200,000 small and mid-size businesses. In Spain, the platform became the 16th-largest online retailer by sales volume within 18 months of launch; in Germany, it reached 15th even faster.
A “Sell Across Europe” feature — allowing single-registration access to multiple EU markets — was announced alongside the June 2026 expansion. EU commission fees rose from 5% to 9% in January 2026 for most categories (7% for consumer electronics), following the fee progression pattern the platform already executed in the UK.
The EU customs reform finalised in March 2026 — eliminating the €150 de minimis exemption and holding marketplaces directly liable for product compliance — adds structural cost to the cross-border seller model in Europe, mirroring the US de minimis changes of May 2025.
TikTok Shop Tariff and Regulatory Impact
How Did the De Minimis Rule Change Affect TikTok Shop?
The US government ended the de minimis exemption for packages from China and Hong Kong effective May 2, 2025, then extended the closure to all countries effective August 29, 2025. Under the old rule, packages valued under US$800 entered the US duty-free. Under the new rules, packages from China face duties of up to 30% of declared value (or a flat fee of US$50–75 per item depending on shipping method), as confirmed in TikTok Shop’s own published De Minimis Policy.
The market impact was immediate. Daily sales from foreign sellers on TikTok Shop fell 20–25% month-over-month starting in early May, according to Business Insider reporting. The Kalodata marketplace monitor for April 2025 recorded US TikTok Shop GMV at US$882.19 million for the month — down 15.52% from March’s tariff-driven spike. Health was the only top-10 category to post growth in April (+7.63%); Food & Beverages declined 48%.
TikTok issued a written notice to US merchants on April 7, 2025 warning that duties would apply to all impacted shipments regardless of value. In response, many Chinese cross-border sellers began reducing US exposure and redirecting to European and Middle Eastern markets, per South China Morning Post reporting.
By contrast, the tariff disruption is structurally neutral — and potentially advantageous — for domestic US sellers, who no longer compete against Chinese direct-ship competitors benefiting from duty-free logistics.
TikTok Shop Consumer Behavior Statistics
Who Shops on TikTok Shop?
TikTok Shop’s US buyer base reached 53.2 million in 2025, growing 13.6% year-over-year, according to eMarketer. Projections put US buyers at 57.7 million by 2026, representing approximately half of TikTok’s US monthly active user base.
The buyer demographic skews female (approximately 70–75% of purchasers) and young (the 18–24 cohort is 3.2× more likely to shop on TikTok than the average consumer). This demographic concentration directly explains category dominance: beauty and personal care, fashion, and health — the top three segments — all over-index with younger female consumers.
Nearly 49.7% of US TikTok users who shop on the platform do so at least once a month, a purchase frequency that exceeds that of Facebook, Instagram, and Pinterest, per Fitsmallbusiness/multiple source analysis.
Average spending per US shopper under 60 years old was approximately US$708 in 2024, per PartnerCentric research, though this figure will shift as the buyer base expands beyond early adopters into mainstream demographic segments.
Methodology
How Axis Intelligence Research Compiled These Statistics
Data collection period: Sources were fetched and reviewed between July 21–22, 2026. All figures reflect data published as of that retrieval date.
Primary sources used:
- Momentum Works/Tabcut, TikTok Shop in the U.S. 2025 (February 11, 2026) — global GMV, US GMV, channel mix, store counts, creator counts
- Momentum Works/Tabcut, TikTok Shop GMV in 2024 surpassed US$30 billion (January 6, 2025) — 2024 full-year global GMV, US market position, AOV by country
- eMarketer, TikTok Shop Makes Up Nearly 20% of Social Commerce in 2025 (December 9, 2025, official press release) — US social commerce share, buyer count, growth rates, 2026–2028 projections
- eMarketer, TikTok Shop Reshapes US Beauty Ecommerce Landscape (June 2026) — beauty category dollar sales data vs Amazon
- TikTok Newsroom, TikTok Shop Expands Across Europe (May 28, 2026) — European market count, seller enrollment, GMV growth rates, expansion countries
- TikTok Seller Center, De Minimis Policy (April 25, 2025) — official policy on tariff obligations for sellers
- Kalodata / chinesellers.substack.com, TikTok Marketplace Monitor — April 2025 — category-level April 2025 US GMV and MoM changes
- South China Morning Post (April 9, 2025) — cross-border seller impact of tariff changes
GMV definition: “Gross merchandise value” as used across all cited sources refers to total transaction value of goods before returns and cancellations. It is not equivalent to revenue earned by ByteDance/TikTok as a platform.
Category share estimates are directional approximations compiled from Tabcut/AfterShip data as reported by Branvas, eMarketer, and Kalodata. TikTok does not publish official category-level GMV breakdowns.
TSCI™ methodology: Described in full in the TSCI™ section above. Formula version 1.0. Inputs updated whenever a new Momentum Works quarterly or annual report or eMarketer forecast revision is available.
Geographic scope: Southeast Asia figures follow Momentum Works’ six-country definition (Indonesia, Thailand, Vietnam, Philippines, Malaysia, Singapore).
Known limitations: TikTok/ByteDance does not disclose platform revenue from Shop operations separately from broader ByteDance financials. All GMV figures are third-party estimates from analytics firms with stated methodologies. The US and global GMV figures from eMarketer and Momentum Works differ by methodology — this article uses Momentum Works figures for global/SEA/US GMV and eMarketer figures for social commerce share and buyer demographics, noting the methodological basis in context.
About This Dataset
Dataset title: TikTok Shop Statistics 2026 — Global GMV, US Market, Sellers, Categories, TSCI™
Coverage period: 2021–2026, with primary data concentrated on 2024–2025 performance.
Spatial coverage: Global, with country-level breakdown for the US, Indonesia, Vietnam, Thailand, Malaysia, Philippines, Singapore, and the EU (aggregate).
Creator: Axis Intelligence Research
License: Creative Commons Attribution 4.0 International (CC BY 4.0)
Citation format:
Axis Intelligence Research. “TikTok Shop Statistics 2026: GMV, Sellers, Categories & Global Growth.” Axis Intelligence Research, July 2026. https://axis-intelligence.com/tiktok-shop-statistics/
The dataset is updated when Momentum Works publishes a new quarterly TikTok Shop market report, when eMarketer revises its TikTok Shop social commerce forecast, or when TikTok makes material official announcements about active market counts, seller enrollment, or category structure. Minor corrections are documented in the site’s /corrections/ page.
Citation Block
APA: Axis Intelligence Research. (2026, July). TikTok Shop statistics 2026: GMV, sellers, categories and global growth. Axis Intelligence Research. https://axis-intelligence.com/tiktok-shop-statistics/
MLA: Axis Intelligence Research. “TikTok Shop Statistics 2026: GMV, Sellers, Categories and Global Growth.” Axis Intelligence Research, July 2026, axis-intelligence.com/tiktok-shop-statistics/.
Chicago: Axis Intelligence Research. “TikTok Shop Statistics 2026: GMV, Sellers, Categories and Global Growth.” Axis Intelligence Research, July 2026. https://axis-intelligence.com/tiktok-shop-statistics/.
Frequently Asked Questions
What is TikTok Shop’s total GMV in 2025?
TikTok Shop generated US$64.3 billion in global gross merchandise value in 2025, a 94% year-over-year increase from US$32.6 billion in 2024, according to Momentum Works and Tabcut’s February 2026 report. Southeast Asia accounted for US$45.6 billion of that total.
How much does TikTok Shop generate in the United States?
TikTok Shop’s US GMV reached US$15.1 billion in 2025, up 68% from US$9 billion in 2024, per Momentum Works and Tabcut. eMarketer’s independent estimate puts US sales at US$15.82 billion in 2025, with projections exceeding US$20 billion in 2026.
What percentage of US social commerce does TikTok Shop control?
TikTok Shop held 18.2% of total US social commerce in 2025, according to eMarketer’s December 2025 inaugural forecast for the platform. That share is projected to reach 24.1% by 2027, with Facebook Marketplace and Instagram collectively dominating the remaining market.
What are the top categories on TikTok Shop?
Beauty and personal care leads in every major market. In the US, it accounted for approximately 22% of platform GMV (roughly US$2.49 billion) in 2025, followed by fashion (combined ~24%) and health and wellness (~10%). Globally, beauty dominates Indonesia, where 9 of the 10 top shops are beauty-category sellers.
How many sellers are on TikTok Shop?
As of end-2025, there were 803,500 registered stores in the US, but fewer than half recorded any sales, per Momentum Works/Tabcut. Globally, the platform counted approximately 15.4 million influencer creators alongside the merchant seller base. More than 2,000 US stores exceeded US$1 million in annual GMV in 2025.
What is the TSCI™?
The TikTok Shop Commerce Index (TSCI™) is an original composite metric created by Axis Intelligence Research to measure TikTok Shop’s commercial maturity on a 0–100 scale. The July 2026 baseline reading is 70.6, computed from four weighted components: GMV growth rate (35%), US social commerce market share (25%), geographic revenue diversification (20%), and sales channel maturity (20%). Full methodology is disclosed in the TSCI™ section above.
How did the 2025 US tariff changes affect TikTok Shop?
The end of the de minimis exemption for China/Hong Kong shipments (effective May 2, 2025) caused daily foreign-seller sales on TikTok Shop to fall an estimated 20–25% month-over-month, per Business Insider. Kalodata data for April 2025 (ahead of the effective date) showed US platform GMV at US$882 million, down 15.52% from March. Chinese cross-border sellers began redirecting inventory to European and Middle Eastern markets in response.
In how many countries is TikTok Shop available?
As of July 2026, TikTok Shop operates in 16 markets: the US, the UK, Germany, France, Italy, Spain, Ireland, Austria, Belgium, the Netherlands, Poland, Indonesia, Thailand, Vietnam, Malaysia, the Philippines, and Singapore. TikTok’s May 2026 newsroom announcement confirmed the June 15, 2026 expansion to Austria, Belgium, the Netherlands, and Poland.
What share of TikTok Shop GMV comes from affiliate creators?
Affiliate creator content drives approximately 42% of all US TikTok Shop GMV, making it the single largest sales channel on the platform, according to Tabcut and Dashboardly data. The top 0.5% of creators (roughly 4,000 accounts) account for 38% of all affiliate revenue.
What is eMarketer’s TikTok Shop forecast for 2026 and 2027?
eMarketer projects TikTok Shop US sales to exceed US$20 billion in 2026 and surpass US$30 billion by 2028. Social commerce market share is projected at approximately 22.8% in 2026 and 24.1% in 2027.
Internal Links
- TikTok Statistics 2026 — platform-level user, revenue, and engagement data
- TikTok Active Users & Demographics — user base breakdown by age, gender, and market
- Social Media Time Spent Statistics — engagement benchmarks across platforms
- Instagram Statistics — competing social commerce platform data
- Gen Z Statistics — the demographic driving TikTok Shop’s buyer base
- Agentic Commerce Statistics — next-wave of AI-driven commerce