TikTok Shop’s U.S. business continued to scale rapidly in 2025, with GMV growing 68% yoy to reach US$15.1 billion, up from US$9 billion in 2024. Growth remained strong, but the underlying dynamics of the ecosystem began to shift, signalling a transition away from the platform’s initial launch phase.

Today, we are happy to release TikTok Shop in the U.S. 2025, our third collaboration report with Tabcut on the U.S. TikTok Shop ecosystem.This report examines how TikTok Shop’s U.S. market evolved through 2025 in terms of headline growth, sales channels, creators, merchants, and products.


Below are some of the interesting topline dynamics from the report:

  1. TikTok Shop U.S. growth remains strong, but less explosive. TikTok Shop generated US$15.1B in GMV in the U.S. in 2025, representing 68% YoY growth. 
  2. TikTok Shop’s global GMV reached US$64.3B in 2025 (+94% YoY) across 16 markets. Southeast Asia remained the core growth engine, with regional GMV doubling YoY to US$45.6B.
  3. Sales mix continued to shift toward Live and the Shop tab. In 2025, Live commerce increased its GMV share from 10% to 14%, while Video and Shop tab contributed 50% and 36% respectively.
  4. TikTok Shop counted 15.4M influencers and 803.5k stores in the U.S. in 2025. More than half of stores recorded no sales, while more than 2,000 stores exceeded US$1M in GMV.
  5. Beauty & Personal Care remained the largest category, followed by Womenswear & Underwear and Sports & Outdoors. Meanwhile, Kids’ Fashion, Baby & Maternity, and Muslim Fashion recorded the fastest growth from smaller bases.
  6. After widespread price declines in 2024, pricing stabilised in 2025. While 15 of 27 categories still saw price declines, Jewelry Accessories & Derivatives stood out with a 36% YoY price increase.

The report breaks down global performance, U.S. store and product dynamics, influencer and live commerce trends, and what upcoming changes, including TikTok Shop’s planned logistics integration could mean for merchants and creators going forward.

Find out the above insights and more by purchasing TikTok Shop in the U.S. 2025 here.

Some highlights of the report:

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