TikTok Shop statistics 2026: GMV, sellers, buyers and growth

TikTok Shop sold an estimated $64.3 billion of goods worldwide in 2025, up 94% on 2024, and $50.3 billion in the first half of 2026 alone, according to Momentum Works. The United States was its largest market in 2026, with $11.8 billion in the first half after $15.1 billion for all of 2025. eMarketer counts 53.2 million US TikTok Shop buyers in 2025. TikTok does not publish its own sales totals, so every sales (GMV) figure here is an outside estimate, and we name who made it.

Below are the TikTok Shop statistics sellers, brands and agencies ask about most, each with a linked source and period, then our own count of what shoppers searched on TikTok this week. For the app as a whole, see TikTok statistics; for search habits, TikTok search statistics.

Checked 30 September 2026. Every outside figure, its period and its source is listed in our sources file.

TikTok Shop statistics at a glance (2025 to 2026)

GMV (gross merchandise value) is the value of goods ordered, before returns and cancellations. Sources: Momentum Works, 11 Feb 2026; Momentum Works, 6 Aug 2026; eMarketer via ICTbusiness, 23 Dec 2025; Modern Retail, 19 May 2026; ECDB. Our own pull: search snapshot.

How big is TikTok Shop?

TikTok Shop's global GMV was $64.3 billion in 2025, up 94% across 16 markets, according to Momentum Works, a Singapore research firm that estimates from Tabcut sales tracking. In the first half of 2026 GMV reached $50.3 billion, up 92%, and Momentum Works says 2026 is on track to pass $100 billion.

Southeast Asia is still most of the business. Regional GMV doubled to $45.6 billion in 2025, about 71% of the global total. In the region as a whole, Momentum Works put ecommerce GMV at $157.6 billion for 2025 and found that TikTok Shop, counted together with Tokopedia (its Indonesian marketplace), was about two-thirds the size of Shopee, as reported by Yicai Global in April 2026.

How much does TikTok Shop sell in the US?

Three research firms put US TikTok Shop sales for 2025 between $14 billion and $16 billion. Momentum Works estimates $15.1 billion of GMV, up 68% from $9 billion in 2024. eMarketer estimates $15.82 billion of retail ecommerce sales, up 108%. Charm.io, an ecommerce data company, estimates more than $14 billion, according to Modern Retail.

The growth rates differ more than the totals. eMarketer's 108% implies a 2024 base near $7.6 billion, against Momentum Works' $9 billion, so quote growth with the firm that made it.

2026 is moving faster. US GMV was $11.8 billion from January to June 2026, up 103%, and the US took back its place as TikTok Shop's largest market (Momentum Works, August 2026). Charm.io counted about $6.75 billion from January to April 2026, nearly double the same months of 2025. eMarketer forecasts US sales above $20 billion for 2026 and says TikTok Shop made up 18.2% of US social commerce in 2025, rising to 24.1% by 2027, according to its December 2025 release.

How many sellers and creators are on TikTok Shop?

There were 803,500 TikTok Shop stores in the US in 2025, according to Momentum Works, and more than half of them recorded no sales. More than 2,000 US stores passed $1 million in GMV that year. In the first half of 2026 alone, more than 5,700 US stores crossed $1 million, eight times as many as a year earlier, and 506 sold more than $10 million.

TikTok's own figure is narrower. TikTok Shop told Modern Retail in May 2026 that more than 215,000 US small businesses (under $15 million in yearly revenue) were actively selling, up 25%, and that their sales grew 66% in 2025. The "15 million sellers" number repeated on many stats blogs has no primary source we could find, so it is not on this page.

Creators drive the video side. Momentum Works counted 15.4 million "influencers" on TikTok Shop in the US in 2025, meaning accounts that promoted products, not only full-time creators. Turnover at the top is high: 8 of the 10 biggest US influencers by GMV in the first half of 2026 were new to the ranking. During the 2025 Black Friday weekend, creator affiliates posted nearly 10 million shoppable videos, according to TikTok.

How many people shop on TikTok Shop?

53.2 million people in the US bought on TikTok Shop in 2025, up 13.6%, and eMarketer expects 57.7 million in 2026. TikTok has not published a global shopper count. Its own event numbers point the same way: nearly 50% more US shoppers bought during Black Friday to Cyber Monday 2025 than in 2024, and the four days brought in $500 million, as reported by Net Influencer from TikTok's announcement.

In a GlobalData survey paid for by TikTok Shop, 67% of consumers said they go to TikTok Shop to discover new products, against 57% for Amazon (Modern Retail, May 2026). Read it as TikTok's claim.

How much of TikTok Shop's sales come from LIVE?

Live streams made 14% of US TikTok Shop GMV in 2025, up from 10% in 2024, according to Momentum Works. Videos with product links made 50% and the Shop tab (TikTok's storefront, where people browse and search) made 36%. In the first half of 2026 the order flipped: the Shop tab rose to 51.4%, videos fell to 40.4% and live fell to 8.2%.

Live still matters on sale days. Over Black Friday to Cyber Monday 2025, sellers and creators ran more than 760,000 live streams with 1.6 billion views, and live-stream sales grew 84%, TikTok said. For a seller, live is a peak-day tool; most US orders now start in the Shop tab or a video, and both run on search (see TikTok Shop SEO).

What sells best on TikTok Shop?

Beauty and personal care is TikTok Shop's largest category in the US. Momentum Works ranks it first for 2025, ahead of womenswear and underwear and then sports and outdoors. Charm.io puts beauty at about 19% of US sales in 2025, about $2.7 billion, with womenswear second at about 12.5%, about $1.8 billion (Modern Retail, May 2026).

Rankings show where the money is, not where the room is. For what is rising now, see trending products for October 2026 and the product research guide.

What is the average order value on TikTok Shop?

TikTok Shop's gross average order value was $60.70 in 2025, according to a modelled estimate by ECDB, an ecommerce data company. After discounts and returns, ECDB puts the net figure at $46.39, and it estimates a 2.5% conversion rate. TikTok does not publish order values.

Prices rose through 2025 and then eased. Charm data reported by Modern Retail in December 2025 showed the average footwear price going from $14.06 to $28.64 in a year. In the first half of 2026, Momentum Works found US average prices fell in 21 of 27 categories.

Which countries have TikTok Shop?

TikTok Shop sold in 16 markets in 2025, according to Momentum Works. On 15 June 2026 it opened in Austria, Belgium, the Netherlands and Poland, which took it to 10 European markets, according to Novadata; TikTok announced the Austrian launch on 28 May 2026. Counts beyond that differ: the logistics firm DPL listed 24 markets in August 2026, adding the Czech Republic, Greece, Hungary and Portugal, which we could not confirm from TikTok.

The spread shows in search. TikTok's suggestions for "tiktok shop" on 30 September 2026 included "tiktok shop philippines", "TikTok Shop USA" and searches in Indonesian, Vietnamese, Spanish, Chinese and Burmese, plus "tiktok shop not showing up".

What do shoppers search for on TikTok? Our data

People search TikTok for Amazon products as much as for TikTok Shop ones. On 30 September 2026 we pulled TikTok's search data for seven shopping searches ("tiktok shop", "tiktok made me buy it", "amazon must haves", "tiktok shop finds", "skincare must haves", "tiktok shop live" and "tiktok shop haul"). They returned 92 different topics. 67 were topic labels TikTok writes itself to group many searches, such as "shopping apps and TikTok Shop" at 4,586,275, and all of those were above 1,000,000. The other 25 read like searches people type. Here are the shopping ones:

Data: TikTok Creator Search Insights via TokConnect, pulled 30 September 2026. Searches are TikTok's 7-day global search count. "Change" compares the 7-day count on the last day of the week with the first; "new" means none on day one. Videos are the videos TikTok matched to the topic. Snapshot with all 92 topics.

Four things stand out for a seller.

• "Amazon must haves" is a TikTok habit. Thirteen variations drew 2,237,665 searches in the week, more than twice the 900,151 for six "made me buy it" searches. Your TikTok Shop listing competes with Amazon links inside the same feed; our made me buy it guide shows what those videos look like.
• Seasons move fast. "fall amazon must haves" nearly tripled in a week, from 89,673 to 265,620, and "amazon vacation must haves" rose 166.8%. A roundup posted this week lands while the searches climb.
• Some searches have no videos at all. "nurse amazon must haves" had 176,211 searches and 0 matched videos; "Amazon Cruise Must Haves" had 125,637 and 0. A video that says the exact phrase has no competition in search.
• Shoppers get lost. "can't find tiktok shop" appeared with 270,181 searches, and "my shopping cart on tiktok shop" had 287,013. Help content about finding and using the Shop is a real search market.

The #TikTokShop hashtag itself has 992,953,757,591 lifetime views across 163,890,634 videos, about 6,059 views per video. The Indonesian tag, #tiktokshopindonesia, has 48,895,889,273 views on 9,053,914 videos, which fits Southeast Asia's weight in sales.

Do this in TokConnect

Ask TokConnect: "What are people searching for on TikTok about Amazon must haves this week?" When we ran that search through TokConnect's TikTok data on 30 September 2026, it returned 13 typed searches with their 7-day counts, led by "Amazon Prime Day Must Haves" at 292,512. The weekly series showed "fall amazon must haves" up 196.2%, and three of the searches had zero matched videos, including "nurse amazon must haves" at 176,211.

Next, pick the rising or zero-video search closest to your product. Say the exact phrase in the first seconds of the video, put it in the on-screen text, caption and product title, and check the search again in a week.

TokConnect reads TikTok search demand, videos, creators, hashtags and comments. It does not track TikTok Shop sales or GMV; for sales estimates, a tool like Kalodata or FastMoss is the right pick (compared in Kalodata vs FastMoss). The Free plan has 50 credits, and a question like this one uses a few.

How we got these numbers

Outside figures: we read each source on 30 September 2026 and kept only figures with a named source and period. eMarketer's release and TikTok's newsroom blocked our reads, so those figures come from the coverage linked beside them. Momentum Works, eMarketer, Charm.io and ECDB figures are estimates; figures labelled TikTok are the company's own.

Our figures: nine TikTok data pulls through TokConnect on 30 September 2026. That was TikTok's top 15 topics for each of seven shopping searches, TikTok's search suggestions for "tiktok shop" and a hashtag search for "tiktokshop". Searches are TikTok's 7-day global count from Creator Search Insights, not monthly and not US-only (what the number means). A topic list shows TikTok's top matches, not every search.