TikTok Shop surpasses $500M in holiday weekend sales as livestream buying accelerates

TikTok Shop recorded more than $500 million in U.S. sales between Black Friday and Cyber Monday, marking a significant jump in activity as more consumers turned to the platform for holiday purchases. The surge was fueled in part by a sharp increase in first-time or returning buyers, with TikTok reporting nearly 50% more shoppers completing transactions compared with last year.

While TikTok did not provide year-over-year figures for the full weekend, the company previously disclosed $100 million in sales on Black Friday alone in 2024, highlighting the scale of its recent growth.

A large portion of the momentum came from livestream commerce. Brands and creators hosting live sessions saw 84% higher sales than during the same four-day window last year. Over 760,000 livestreams ran across the weekend, drawing 1.6 billion views as users browsed product demos, limited-time offers, and influencer-led promotions.

The expanding roster of high-profile participants is also pushing the format further into the mainstream. Major brands and well-known personalities have been testing TikTok LIVE as a sales channel, including Kim Kardashian, who hosted her first livestream on December 3 featuring exclusive discounts and limited bundles.

The rise isn’t limited to TikTok. Whatnot, another livestream shopping platform, reported over $75 million in Black Friday sales, roughly triple the amount generated a year earlier, according to data shared with EMARKETER. The wider trend signals growing consumer comfort with purchasing directly from real-time content across multiple platforms.

The latest holiday performance adds to TikTok Shop’s rapid U.S. expansion. Analysts expect the platform to reach $15.82 billion in retail ecommerce revenue this year—more than double its 2024 total. That momentum is drawing increased participation from major brands, including Ralph Lauren, Samsung US, and the Disney Store, which are listing more products to capitalize on TikTok’s engaged audience and high-conversion formats.

With 28% of consumers in the U.S. and U.K. using social platforms like TikTok for holiday shopping ideas, the platform’s position within social commerce continues to strengthen. The current trajectory suggests TikTok Shop could command an even larger share of holiday spending in the years ahead.