TikTok Shop achieved $19 billion in global quarterly sales, matching eBay’s volume, according to analytics firm EchoTik. The platform’s U.S. market generated $4-4.5 billion, representing 125% growth compared to the previous quarter despite ongoing regulatory challenges.

The e-commerce arm continues its expansion less than two years after launching in the U.S., with American sales increasing 120% year-over-year in June. This growth occurs against the backdrop of President Trump’s tariff policies and persistent debates about potential platform bans.

Video Content & Sales Growth

According to a WIRED report, TikTok Shop broke into the U.S. e-commerce market in 2023 through video content. Creators post short videos demonstrating products with embedded purchase links, creating a more straightforward shopping experience.

“I need to see how it works in action,” explained Ivy Yang, founder of Wavelet Strategy, who recently chose a TikTok Shop vacuum cleaner over an Amazon purchase after seeing its features demonstrated.

Research from GlobalData and TikTok Shop reveals 83% of shoppers discover new products on the platform, while 70% find new brands. This “discovery e-commerce” approach focuses on shoppable videos and livestreams where sellers demonstrate products in real-time.

Livestream Shopping

Despite TikTok’s significant investment, livestream shopping remains a small fraction of U.S. sales compared to its success in China. Only about 2% of U.S. TikTok traffic goes to livestream shopping content, compared to nearly 50% on Douyin, the Chinese version of the app.

“Livestream e-commerce accounts for nearly 50% of all Douyin traffic,” said Dandan He, CEO of CHC Fashion Group, which hosts TikTok livestreams for U.S. sellers.

TikTok reports livestream shopping sessions increased 72% year-over-year in September, though analysts note that these numbers still fall short of ByteDance’s expectations based on Chinese market performance.

Regional Success Varies

TikTok Shop performs significantly better in Southeast Asia than in the U.S. Thailand, Indonesia, Vietnam, and the Philippines collectively represent a larger success story for the platform, particularly in livestream commerce adoption.

“It’s now mainstream across Thailand and Southeast Asia,” said Warin Tinprapa, Chief Growth Officer at MI Group, a Thai social media marketing agency. According to her, the livestream shopping model “fits perfectly with the region’s shopping-as-entertainment culture and mobile-first habits.”

Small Business Participation

Small businesses represent a substantial portion of TikTok Shop’s seller base, with over 171,000 local and small businesses operating on the platform. The top-performing categories include women’s wear, beauty and personal care, health, sports and outdoors, and electronics.

TikTok Shop continues to refine its strategy, with companies like CHC Fashion Group now splitting resources equally between livestreaming and short video production. The platform faces challenges with merchant vetting, having declined 1.4 million new seller applications in the first half of 2025, according to company spokesperson Kathryn Hull.

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