U.S. small businesses on TikTok Shop increased sales by 66% in 2025 compared to the prior year, the company told Modern Retail. The platform now has more than 215,000 small businesses actively selling in the U.S., up 25% year over year. 

In the UK, more than 200,000 small and midsize businesses have set up storefronts on the platform. TikTok Shop defines small businesses as sellers with less than $15 million in annual revenue.

The figures accompany a new GlobalData report commissioned by TikTok Shop, based on a nationally representative survey of 6,000 U.S. consumers ages 16 and older conducted in April and May.

Patrick Nommensen, Head of Strategic Initiatives at TikTok Shop, said the influx of larger brands onto the platform has not slowed growth for smaller sellers. “We really see it as an ecosystem and a platform where brands of all sizes can be successful,” he said in a statement.

Discovery Favors Smaller Sellers

The GlobalData report found that 67% of consumers turn to TikTok Shop when looking to discover new products and brands, ahead of Amazon at 57% and search engines at 35%. Of brands discovered on the platform in the past 12 months, 72% were small businesses, compared with 40% for midsize and 33% for large brands. About 58% of consumers who discovered a small brand on TikTok Shop subsequently purchased from that brand, with more than half completing the purchase within days and roughly one-fifth buying on the same day.

Creator recommendations drive major purchasing activity. The report found that 70% of TikTok Shop consumers have purchased a product recommended by a creator, and 88% of those purchases occurred within the past year.

TikTok Shop’s reach extends beyond its core shopping audience. In the U.S., 43% of users have used the marketplace, surpassing those who have used an effect or added trending audio to a post, according to an April 2026 Morning Consult survey cited by eMarketer. In the UK, 50% of users have used TikTok Shop, outpacing those who have uploaded a video (32%) or followed a brand account (44%).

Neil Saunders, Managing Director of GlobalData, attributed small business performance in part to content authenticity. “One of the things that really helps the smaller brands on TikTok Shop is authenticity,” he said. “What a lot of the users want and what better algorithms surface is great storytelling, great narratives, really authentic content that resonates.”

Small Brands Report Rapid Growth

Several small businesses have reported notable revenue gains since joining the platform, per eMarketer. Mavwicks Fragrances founder Megan Reep said her company grew from $300,000 to $400,000 in annual sales to $32 million in its first year on TikTok Shop. 

Connecticut-based BumpaBuilt, which sells 3D-printed toys, expanded from one printer to 70 within months after videos went viral. Mississippi Candle Company grew more than 600% year over year following a viral video, and now employs more than 20 people.

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