TikTok Shop’s U.S. business kept accelerating in the first half of 2026, with GMV growing 103% year-on-year to reach US$11.8 billion — reclaiming its position as TikTok Shop’s largest market globally. The platform’s global GMV crossed US$50.3 billion for the half (up 92% YoY), putting it on track to comfortably surpass US$100 billion for the year.
Momentum Works and data analytics platform Tabcut have released TikTok Shop in the U.S. H1 2026, their fourth collaboration report on the U.S. TikTok Shop ecosystem, following earlier editions covering 2024, H1 2025 and 2025. The report examines how TikTok Shop’s U.S. market evolved in the first half of 2026 — and, beyond the headline growth, how the ecosystem is settling into a more structured, disciplined stage.
Key Topline Dynamics
Here’s what changed under the hood:
- Shop, not video or live, is now where sales actually close. Shop’s (i.e. marketplace) share of attributed GMV rose from 36% to 51.4%, while Live narrowed to just 8.2% — a different conversion model from the live-led sales that dominate in China and Southeast Asia. Video (40.4% of GMV) still drives discovery, but the transaction itself increasingly happens on Shop.
- A much larger group of sellers and creators are reaching real scale. More than 5,700 stores crossed US$1 million in GMV, a 8x increase YoY. Amongst these 506 stores grossed above US$10 million.
- Competition intensified. Average prices fell in 21 of 27 categories, and 8 of the top 10 influencers by GMV were new to the ranking — TikTok Shop U.S. is becoming easier to enter, but harder to win. The increasingly prolific AI-generated videos and livestreaming will likely drive competition further.
- TikTok U.S. ecosystem playbook is evolving differently compared to Asia. Many of the common tactics that drive user time and conversion in China and Southeast Asia failed to work in the U.S.. On the other hand, while live is a much smaller percentage of total GMV in the U.S., top influencers there created a different set of live tactics.Â
TikTok Shop in the U.S. H1 2026 is available now at US$52.95.
We are also launching a sister report – TikTok Shop in Brazil H1 2026 – next week. If you are interested in both, a bundle is available at US$74.95. ([Get the bundle here!]).
