TikTok Shop’s U.S. sales have increased 120% compared to the same period last year, according to the company’s announcement. The platform has expanded its community of sellers into more than 750 categories, offering shoppers a selection of over 70 million products across the marketplace.

Research conducted by GlobalData and TikTok Shop reveals that 83% of shoppers have discovered a new product on the platform, while 70% have discovered a new brand. This “discovery e-commerce” approach focuses on shoppable videos and livestreams, where sellers and creators demonstrate products and answer questions in real-time.

Live Shopping Drives Engagement

Live shopping has become a significant driver of TikTok Shop’s growth. According to the announcement, brands and creators hosted over 8 million hours of live shopping sessions in the U.S. in 2024. The GlobalData survey reveals that 76% of consumers who engaged with TikTok Shop made a purchase from a livestream within the past year.

“People don’t come to TikTok Shop just to buy—they come to explore and discover,” the company states in its announcement. The platform combines “the convenience of online shopping together with the joyful entertainment you get through shoppable videos and livestreams.”

Small Business Growth and Category Performance

Small businesses represent a substantial portion of TikTok Shop’s seller base, with over 171,000 local and small businesses now operating on the platform. Sales to small U.S. businesses have grown by 70% year-over-year, and over one-third of all TikTok Shop U.S. purchases each month in 2024 went to small businesses.

The top performing categories on TikTok Shop include womenswear, beauty & personal care, health, sports & outdoors, and electronics, which have “consistently been the top favorites among customers throughout 2024.”

International Expansion and New Initiatives

TikTok Shop has recently expanded beyond the U.S. market, introducing the platform in Mexico, Brazil, and Europe. The company launched in the U.S. in September 2023 and has been steadily building its presence in global markets.

The platform is introducing A.C.E., a new growth framework centered around “Assortment, Content, and Empowerment.” As part of this initiative, TikTok Shop has launched a new tool in Seller Center that provides tailored, actionable guidance aligned with these pillars.

This growth comes as TikTok Shop’s Seattle-area operations undergo management restructuring. ByteDance has brought in Chinese executives to oversee its U.S. e-commerce operations. The transition included the demotion of Nico Le Bourgeois, who previously oversaw U.S. e-commerce operations.

Upcoming Sales Event and Safety Measures

TikTok Shop is preparing for its summer “Deals for You Days” from July 7-19, offering discounts up to 50% across all categories. The event will feature brands including Briogeo, By Nature Skincare, The Heritage Store, PacSun, Fenty Beauty, and Crocs. For the first time, the platform will launch a Live Price Match Guaranteed program for select livestreams.

The company also emphasized its commitment to safety, noting that TikTok Shop has invested nearly $1 billion in tools, technologies, and people to protect customers, sellers, brands, and the marketplace from counterfeit activities and fraudulent behavior.