TikTok Shop has turned into a global e-commerce powerhouse in 2025.
Despite the recent TikTok ban in the United States, 99% people in the US are still using the app, and TikTok Shop finds ways to keep growing globally.
TikTok now has over 1.6 billion active users and of which nearly 928 million (58%) of them shop directly on the app.
What’s more interesting is, TikTok Shop’s global GMV has doubled compared to last year, reaching nearly $26 billion by mid-2025.
In this report, we have provided important TikTok Shop numbers for 2025. It also covers how users shop, how influencers help sales, and how ads work on the platform.
Let’s quickly get into the details.
TikTok Shop Statistics: Key Insights 2025
- As of 2025, there are around 475,000 TikTok shops in the US.
- The global GMV reached $26 billion in the first half of 2025, with the United States contributing $5.8 billion to that total.
- Nearly 58% of TikTok users make purchases directly through the app.
- More than 15 million sellers are active on TikTok Shop globally.
- TikTok Shops recorded a GMV of $33.2 billion in 2024.
- Indonesia tops the list with 515,000* shops.
- With 14.93K stores, Womenswear & Underwear is the top category on TikTok Shop, following closely by Beauty and Personal Care shops.
- TikTok Shop charges sellers a commission of about 6% on each order, with some categories varying slightly.
How Many TikTok Shops Are There?
As of 2025, TikTok Shops hosts more than 15 million merchants worldwide, spanning over 70 million listed products across 750+ categories.
TikTok Shop launched in the U.S. in late 2023 and grew very quickly. In mid-2023, there were only about 4,450 shops, but by mid-2025, that number jumped to around 475,000 shops. That’s almost a 5,000% increase in just two years!
Out of these 475,000 shops, about 216,000 are actively selling products.
Among these shops:
- About 752 shops made over $1 million in sales each year.
- 36 shops sold more than $10 million each year.
These include both large brands and small, independent businesses. In fact, about 171,000 of them are small businesses, which together account for more than a third of total U.S. TikTok Shop transactions. Sales to these smaller merchants rose by 70% year-over-year.
Source: Momentum, Fit Small Business
Number of TikTok Shops by Country H1 2025
Among the countries analyzed, Indonesia leads the pack with around 515,000* shops, representing an over 18.39% increase from the last year.
The United States comes next with 475,000 stores, almost taking over Indonesia.
Following closely, Thailand and Vietnam make up significant shares as well, with 470,000* and 431,000* shops, respectively. These three countries alone account for more than 56% of the global TikTok shop count, showing how influential Southeast Asia is in the platform’s commerce ecosystem.
Other important countries with a strong TikTok Shop presence include Malaysia, the Philippines, and the United Kingdom.
Here is a quick look at the top countries with the number of TikTok shops as of H1 2025:
| Country | Number of Shops |
|---|---|
| Indonesia | 515,000* |
| United States | 475,000 |
| Thailand | 470,000* |
| Vietnam | 431,000* |
(Note: * represents estimated shops calculated using the average percent increase over the years.)
Source: Momentum
TikTok Shop Gross Merchandise Value (GMV)2024-2025
As of H1 2025, the TikTok Shop GMV reached around $26.2 billion within just 6 months.
This puts its projected GMV for 2025 at $66.2 billion, indicating continued robust growth of 100% year-over-year.
We can say it has almost doubled from 2024, when the total GMV was $33.2 billion.
Comparing further, this is an increase of 201.82% from 2023, when the total GMV generated was $11 billion. (nearly tripling within a year.)
| Year | GMV | % Growth YoY |
|---|---|---|
| 2023 | $11.0 Billion | – |
| 2024 | $33.2 Billion | 201.82% |
| 2025 | $66 Billion (projected) | 100% |
TikTok Shops GMV Amount by Region 2025
TikTok shop’s biggest markets remain in Southeast Asia, particularly Indonesia, Thailand, and Vietnam, which collectively account for a significant majority of sales.
Indonesia leads the GMV market, reaching $6 billion in GMV within H1 2025.
Within the first half of 2025, the United States generated $5.8 billion in GMV. This is 91% year-over-year increase.
Thailand and Vietnam succeeded in generating $4.6 billion and $3.4 billion, respectively.
The table below includes TikTok shop GMV generated by the different regions within the first half of 2025:
| Region | GMV (USD) | Percentage of increase in GMV from 2024 |
|---|---|---|
| Indonesia | $6 Billion | 107% |
| United States | $5.8 Billion | 91% |
| Thailand | $4.6 Billion | 92% |
| Vietnam | $3.4 Billion | 97% |
| Malaysia | $2.7 Billion | 150% |
| Philippines | $2.4 Billion | 93% |
| Singapore | $0.1 Billion | -58% |
Source: Momentum
In 2024, Indonesia generated $6.2 billion in GMV, followed closely by Thailand’s $5.7 billion. However, TikTok is also finding success in Western markets, with new operations established in France, Germany, Italy, Spain, and Ireland during 2024 and 2025.
US TikTok Shop GMV Market
For H1 2025, the US TikTok shop achieved $5.8 billion, showing an increase of 91% year over year.
In each month, the US TikTok shops generated almost 1 billion.
Take a look at the GMV generated by the US market in H1 2025:
| Month | GMV Generated |
|---|---|
| Jan | $953 Million |
| Feb | $870 Million |
| Mar | $1.09 Billion |
| Apr | $916 Million |
| May | $963 Million |
| Jun | $1.03 Billion |
In 2024, the US TikTok shop market generated around $9 billion in GMV. This was a huge increase of 650% from the previous year.
The best month was November, with sales of around $1.29 billion. On Black Friday alone, TikTok Shop made over $100 million in sales.
According to the U.S. Census Bureau, total retail sales of consumer goods in the U.S. between January and November 2024 were $7.7 trillion. This shows that there is a big market, and TikTok Shop has a good chance to grow even more in the U.S. market.
Here is the GMV generated by month by the US market in 2024:
| Month | GMV generated |
|---|---|
| Jan | $366 million |
| Feb | $334 million |
| Mar | $448 million |
| Apr | $461 million |
| May | $518 million |
| Jun | $580 million |
| July | $687 million |
| Aug | $658 million |
| Sep | $670 million |
| Oct | $794 million |
| Nov | $1.29 billion |
| Dec | $1.2 billion |
(Source: Momentum, Momentum 2, Statista
TikTok shop product GMV by Category
From a category perspective, Beauty & Personal Care is the standout across all markets. In H1 2025, this sector generated nearly $2.5 billion in GMV worldwide, representing roughly 22% of total transaction value.
Items like skincare, makeup, and wellness supplements further dominate sales.
Here is a quick insight into TOP TikTok shop GMV by category:
| Category | GMV (USD) | Percentage of Total GMV |
|---|---|---|
| Beauty & Personal Care | $2.49 Billion | 22.50% |
| Womenswear & Underwear | $1.39 Billion | 12.56% |
| Menswear & Underwear | $893.54 Million | 8.06% |
| Food & Beverages | $759.84 Million | 6.85% |
| Health | $600.42 Million | 5.42% |
| Muslim Fashion | $506.00 Million | 4.56% |
| Home Supplies | $457.50 Million | 4.13% |
| Phones & Electronics | $430.50 Million | 3.88% |
| Baby & Maternity | $412.59 Million | 3.72% |
| Shoes | $403.50 Million | 3.64% |
Source: aftership
TikTok Shop Users Worldwide
According to Amzscout.net, around 58% of TikTok users have used TikTok Shop.
Now, considering that TikTok has approximately 1.6 billion monthly active users worldwide as of 2025, this means that over 1 billion people globally are engaging with TikTok shopping features.
Whereas, in the United States alone, about 70 million people shop through TikTok Shop. By 2026, TikTok’s shopper share could reach 67% of its total users, i.e, around 80.4 million people. As TikTok’s user base expands at an estimated 5% CAGR between 2025 and 2027, its shopping activity is also set to rise steadily.
TikTok Shop Users Demographics
By far, TikTok Shop’s primary users are younger generations, particularly Generation Z (born 1997-2012) and younger Millennials (under age 34).
- Around 44.7% of all TikTok users belong to Gen Z, with over three-quarters of Gen Z TikTok users actively shopping or discovering products through the app.
- Notably, TikTok’s user base is aging up, with a considerable portion of users aged 35-54 (about 25.4% globally) engaging with the platform and shopping via TikTok Shop.
- Gen Z users aged 18–24 are about 3.2 times more likely to buy from TikTok Shop compared to the average shopper. The chances drop as the age range increases, with those over 55 being the least likely to make purchases on the platform.
| Age | Shoppers are likely to use TikTok Shop |
|---|---|
| 18-24 years | 3.2x |
| 25-34 years | 1.8x |
| 35-44 years | 1.3x |
| 45-54 years | 1.1x |
| 55-64 years | 0.7x |
| 65+ year | 0.3x |
Regarding gender, despite men making up a slight majority of total TikTok users worldwide (around 53.3%), TikTok Shop itself skews female, especially when considering actual shopping behaviors:
- Female Gen Z shoppers are the dominant force driving sales on TikTok Shop, representing about 75% of Gen Z women compared to 62% of Gen Z men who shop on the platform.
- Women are statistically more likely to take action after viewing TikTok content; for example, women are approximately 9% more likely than men to purchase after watching a TikTok video (31% vs 22%).
- The kinds of products purchased also vary by gender, with female Gen Z shoppers purchasing nearly three times as many beauty products as their male peers, who tend to buy more electronics, books, and games.
TikTok Shop User Buying Behavior
TikTok Shop user buying behavior reveals how millions of shoppers discover and purchase products while engaging with video content. Here are a few insights on how TikTok users engage and buy on TikTok Shop.
How Much Do People Spend on TikTok Shop?
In 2024, U.S. TikTok shoppers spent an average of $708 for the year, which equals roughly 12 purchases and an average order value of $59 per purchase.
Most buyers treated TikTok as a “discovery-first” shopping channel, responding to trends or influencers rather than planned purchases.
Roughly half (49.7%) of U.S. TikTok users buy something at least once a month, which makes the purchase frequency on TikTok higher than on Facebook, Instagram, or Pinterest.
37% of Americans under 60 have purchased at least 1 item since the TikTok Shop launched.
About 42% of buyers spend under $50 per year, largely on impulse or low-cost items like accessories, gadgets, or makeup. However, nearly 40% spend between $51 and $250. Only a few users make high-value buys above $500 annually.
| Annual Spending Range | Percentage of Users |
|---|---|
| Under $25 | 22% |
| $25–$50 | 20% |
| $51–$100 | 18% |
| $101–$250 | 18% |
| $251–$500 | 20% |
| Over $500 | 2% |
However, spending is still limited by:
- Product trust issues – Many users are skeptical about item quality and authenticity.
- Brand unfamiliarity – TikTok Shop hosts thousands of small sellers, and lower recognition affects average order size.
- Lower disposable income – TikTok’s younger users have less to spend per order than older audiences on Instagram or Facebook.
Interestingly, surveys show that 23% of users regretted at least one purchase, often citing poor product quality or misleading presentations.
Still, nearly nine in ten shoppers said they planned to buy again on TikTok Shop, proving that convenience and viral engagement outweigh short-term dissatisfaction.
Source: afterShip, partnercentric, YouGov, Fit Small Business
How Users Are Engaging with TikTok Shop
TikTok thrives on impulse buying. Around one in four shoppers admits that their most recent purchase was impulsive.
TikTok’s algorithm pushes trending products repeatedly, blending entertainment with buying opportunities. This design, along with direct links in videos and live streams, encourages instant conversions.
Influencers play a massive role in this behavior.
Close to 50% of TikTok Shop purchases are tied to influencer content, and users say they would spend up to $95 on recommendations from trusted creators.
The “social proof” of seeing peers or viral creators use an item drives sales far faster than traditional ads.
| Factor | Statistic | Impact on Sales |
|---|---|---|
| Impulse purchases | 25% of users | Instant buying behavior |
| Regretted purchases | 23% of users | Usually due to low quality |
| Influencer-driven sales | ~50% of orders | Builds trust and discovery |
| Repeat purchase intent | 90% | Most users plan to buy again |
What Encourages Consumers to Shop on TikTok?
TikTok users tend to buy a variety of products, but here are some reasons that consumers prefer shopping on TikTok.
The top reasons consumers choose TikTok Shop reflect its ease and value:
- 49% say convenience is a key factor, making buying quick and simple.
- 48% are drawn by low prices.
- 39% look for sale deals.
TikTok encourages shopping through multiple discovery routes:
- 23% of users discovered products by browsing TikTok Shop’s marketplace itself.
- 25% found products through TikTok ads.
- Nearly 25% admit to impulse buying, highlighting TikTok’s ability to inspire spontaneous purchases.
Promotions and price deals remain powerful incentives:
- 52% of buyers say discounts and promotions influence their purchases.
- While 45% list TikTok advertisements as powerful purchase motivators.
Interestingly, only about 12% cite influencer or celebrity recommendations as their main purchasing driver. This suggests that while influencers play a role, price and convenience weigh more for TikTok’s shoppers.
Source: aftership, Fit Small Business, Partnercentric, YouGov
How Influencers Impact Shopping Decisions on TikTok Shop
Influencers on TikTok play a key role when it comes to making a buying decision on the TikTok shop.
A significant 63% of Americans under 60 take advice or suggestions from influencers, and nearly half (48%) of their TikTok Shop purchases come from influencer posts.
These influencers don’t just recommend products; they create trends and communities built around lifestyle choices.
- The deep trust consumers place in influencers is reflected in spending: users average $95 per product recommended by a trusted influencer.
- Research shows that 78% of TikTok shoppers find new products via influencers.
- Influencers with over one million followers earn an average of around $1,200 per post.
- Top TikTok stars such as Charli D’Amelio are earning estimated annual incomes of $17.5 million due to their massive influence.
- The sheer economic scale is clear: influencers are central to TikTok Shop’s success, generating over $5.4 billion in GMV, which represents 60% of TikTok Shop’s total GMV.
- The majority of influencers focus on video content, which accounts for over 63% of influencer sales on TikTok. In contrast, 29% use both video and live streaming, while less than 8% rely solely on live streaming.
- Around 54,000 creators generate over $10,000 in annual GMV.
- The average commission rate for U.S. influencers selling on TikTok Shop has increased to 13.02%, with growth observed across all categories.
Top Categories on TikTok Shop
TikTok is filled with small and medium-sized sellers from different industries. The Womenswear & Underwear category tops the list with 14.93K stores (5.64% of all shops).
This is followed closely by Beauty & Personal Care and Home Supplies, which together account for nearly 11% of total shops.
The table below provides insights into Trending Categories on TikTok:
| Category | Stores | Share of Total |
|---|---|---|
| Womenswear & Underwear | 14.93K | 5.64% |
| Beauty & Personal Care | 14.79K | 5.59% |
| Home Supplies | 13.58K | 5.13% |
| Menswear & Underwear | 13.43K | 5.08% |
| Fashion Accessories | 13.25K | 5.01% |
| Muslim Fashion | 12.95K | 4.90% |
| Food & Beverages | 12.62K | 4.77% |
| Phones & Electronics | 12.5K | 4.72% |
| Shoes | 12.23K | 4.62% |
| Sports & Outdoor | 11.89K | 4.50% |
Product Sales by Category
When it comes to the total number of items sold, beauty and fashion are again in the lead. Beauty & Personal Care products account for 18.65% of all sales, showing that people favor affordable, everyday-use products that are easy to showcase in short videos.
Following closely, Womenswear & Underwear and Food & Beverages continue to play crucial roles in shaping the platform’s overall eCommerce growth, holding 14.36% and 6.96% market shares, respectively.
Here are the total product sales by category on TikTok Shops:
| Category | Total Sales (USD) | Share of Total Sales |
|---|---|---|
| Beauty & Personal Care | $370.09 million | 18.65% |
| Womenswear & Underwear | $284.86 million | 14.36% |
| Food & Beverages | $138.00 million | 6.96% |
| Home Supplies | $137.47 million | 6.93% |
| Fashion Accessories | $97.93 million | 4.94% |
| Muslim Fashion | $96.92 million | 4.88% |
| Menswear & Underwear | $94.90 million | 4.78% |
| Baby & Maternity | $90.72 million | 4.57% |
| Shoes | $77.82 million | 3.92% |
| Phones & Electronics | $68.97 million | 3.48% |
Top Stores on TikTok Shop
Stores like Skintificid, madebymitchell, and The Beachwaver use influencer collaborations and short video storytelling to showcase products effectively.
Fashion brands such as PARADOX and Thanh Tự House also perform well, showing how TikTok users engage with wearable trends and daily wear inspiration.
Asian markets, particularly Vietnam, Thailand, and Indonesia, are home to many of the highest-grossing TikTok Shops.
Here are the Top 10 TikTok Stores as of 2025:
| Rank | Store Name | Category | Country/Region | Estimated GMV (USD) | Estimated Sales Volume |
|---|---|---|---|---|---|
| 1 | PARADOX | Menswear & Underwear | Vietnam | 301M–500M | 201K–300K |
| 2 | พ่อค้าขายทุกอย่างงง | Beauty & Personal Care | Thailand | 101M–200M | 31K–50K |
| 3 | Skintificid | Beauty & Personal Care | Indonesia | 51M–100M | 1M–10M |
| 4 | Hằng Du Mục – HANGKAT | Food & Beverages | Vietnam | 51M–100M | 301K–500K |
| 5 | madebymitchell | Beauty & Personal Care | United Kingdom | 31M–50M | 1M–10M |
| 6 | Thanh Tự House | Womenswear & Underwear | Vietnam | 31M–50M | 301K–500K |
| 7 | Panda eyes | Womenswear & Underwear | Malaysia | 31M–50M | 1M–10M |
| 8 | plmakeupacademy | Beauty & Personal Care | United Kingdom | 31M–50M | 1M–10M |
| 9 | The Beachwaver | Beauty & Personal Care | United States | 21M–30M | 501K–1M |
| 10 | Ceo Basreng Sultan Bandung | Food & Beverages | Indonesia | 21M–30M | 1M–10M |
Source: aftership
TikTok Shop Live Shopping Statistics
TikTok Shop’s live shopping is growing fast and now makes up about 10% of its total sales. Influencers play a big role here, with half of the top 10 U.S.
In the first half of 2025, TikTok influencer count reached 15.3 million, with 851,000 (5.57%) actively selling products through videos or live streams, consistent with 2024 figures.
While 291 influencers exceeded $1 million in GMV, most generated under $10,000, underscoring sales concentration in a small group.
TikTok Shop influencers earn most of their sales from live streaming. One top live session even made $2.1 million in just 14 hours, which shows how powerful this feature can be.
However, big sessions like these are very rare; only four out of about four million live streams made over $1 million in sales.
Leading the live shopping scene in the U.S. are influencers and brands like CANVAS BEAUTY BRAND, simplymandys, and Jeffree Star, who hold the top spots for live session sales.
(Source: Momentum)
TikTok Shop Affiliate Statistics
TikTok Shop’s affiliate program is a way for creators to earn money by promoting products on TikTok.
Over 100,000 creators use this program to share affiliate links with their followers. These links get a good amount of interaction, with an engagement rate of 5.2%, which is 160% higher than Instagram’s affiliate links.
Looking closer at influencer engagement, smaller creators, called micro-influencers, tend to get more interaction.
- Creators with up to 50,000 followers have an average engagement rate of 30.1%.
- Those with 50,000 to 100,000 followers have a 14.5% engagement rate.
- Creators with 100,000 to 200,000 followers get about 7%.
This shows that smaller creators generally engage their audiences better than bigger influencers on TikTok.
(Sources: TikTok Newsroom, Momentum1, Momentum2, amzscout, YouGov, Fit Small Business, Partnercentric, Statista1, Statista2)
