Maya Robertson
TikTok is reporting a significant surge in its in-stream shopping operations, with U.S. sales on TikTok Shop increasing by 120% so far in 2025 compared to the same period last year. The growth reflects the platform’s continued push to integrate commerce into the social experience, blending entertainment and online shopping through short-form video and live content.
TikTok Shop, which launched in the U.S. in September 2023, now features over 70 million products spanning more than 750 categories. Top-performing segments include womenswear, beauty and personal care, health, electronics, and sports and outdoors. TikTok attributes much of this growth to its “discovery commerce” model, where users encounter products organically through creator content, livestreams, and shoppable videos.
According to joint research conducted by GlobalData and TikTok Shop, 83% of surveyed shoppers say they’ve discovered a new product on the platform, and 70% say they’ve found a new brand. Livestreams have become an increasingly important commerce driver, with over 8 million hours of LIVE shopping sessions hosted by brands and creators in the U.S. alone over the past year. Three out of four consumers who engaged with TikTok Shop made a purchase from a livestream in the last 12 months.
Small businesses are also finding momentum. TikTok reports that more than 171,000 U.S.-based small and local sellers are now active on the platform. Sales to this segment grew by 70% year-over-year, with over a third of all U.S. TikTok Shop purchases in 2024 going to small businesses. The platform says it is committed to expanding seller support with new tools and training, including its recently launched “A.C.E.” framework—focused on Assortment, Content, and Empowerment—to help sellers better attract audiences and drive sales.
TikTok is preparing to capitalize on this momentum with its upcoming “Deals for You Days” event from July 7–19. The campaign will feature discounts up to 50% across top brands and categories, along with a “LIVE Price Match Guaranteed” program that offers cash back to shoppers who find better prices off-platform for select livestreamed products. For eligible buyers, Venmo integration will unlock additional savings at checkout.
Despite the platform’s U.S. growth, TikTok’s commerce ambitions still face headwinds. While Douyin—TikTok’s Chinese counterpart—generated nearly $490 billion in gross merchandise value (GMV) in 2024, TikTok’s global in-app spending was a fraction of that, estimated at $6 billion for the same period. TikTok has also restructured its U.S. commerce team after missing internal performance benchmarks in 2024.
TikTok continues to expand its shopping offerings into new regions including Mexico, Brazil, and parts of Europe, signaling an intent to replicate Douyin’s success outside of China. Meanwhile, future features under consideration may include service-based offerings like food delivery and ride-hailing—mimicking models that have already gained traction in Asia.
Amid questions about its long-term presence in the U.S., as regulatory pressure continues, TikTok is working to strengthen trust. The company recently published its 2025 safety and intellectual property rights (IPR) reports and claims it has invested nearly $1 billion into tools, technologies, and personnel aimed at combating counterfeits, fraud, and other forms of abuse across TikTok Shop.
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