- GMV (gross merchandise value) on TikTok is the total amount paid for orders in a period, including orders later canceled or refunded, before TikTok's fees and creator commission.
- Shark Home made an estimated $8.66M in GMV on TikTok Shop US in the 30 days to 18 October 2026: 81% from shoppable videos, 12% from LIVE and 6% from product cards.
- GMV is not what the seller banks. On a $199 sale, the 6% US referral fee and a 5% affiliate commission take $21.89 before shipping, returns and ads.
- In vacuums, serums and leggings, the 10th best-selling product made an estimated $295K to $334K in 30 days, and the product ranked about 100th made $39K to $54K.
- Creator GMV is the sales a creator's videos and LIVEs drove. The top affiliate selling Shark Home products drove an estimated $1.11M of its GMV in 30 days.
GMV on TikTok means gross merchandise value: the total amount paid for TikTok Shop orders in a period, before refunds, TikTok's fees and creator commission are taken out. For example, Shark Home made an estimated $8.66M in GMV on TikTok Shop US in the 30 days to 18 October 2026, according to TokConnect Shop Analytics, and 91% of it came through affiliate creators.
So the short answer to what is GMV on TikTok: whether a seller, a creator or a TikTok Ads screen says it, GMV is the value of the orders, not the money the seller keeps. Below: TikTok's own definition and formula, what separates GMV from revenue and payout, and how to check the GMV of any shop, product or creator, with the real numbers.
Key statistics
Free to quote and share with a link to this page. Each figure comes from the data listed under Sources and data.
Shark Home made an estimated $8.66M in GMV on TikTok Shop US from 48,490 units in the 30 days to 18 October 2026.
81.2% of Shark Home's estimated $8.66M in 30-day GMV on TikTok Shop US came from shoppable videos, 12.4% from LIVE and 6.4% from product cards, in the 30 days to 18 October 2026.
Affiliate creators drove 91.2% of Shark Home's TikTok Shop US GMV in the 30 days to 18 October 2026, an estimated $7.90M, against $210.03K from the brand's own account.
TikTok Shop's US referral fee is 6% for most categories, charged on the customer payment plus platform discount minus tax, as of 20 October 2026.
The median product in the top 100 on TikTok Shop US made an estimated $85.3K in GMV for vacuums, $108.5K for serums and $74.8K for leggings in the 30 days to 18 October 2026.
The top affiliate creator selling Shark Home products drove an estimated $1.11M of Shark Home's TikTok Shop US GMV in the 30 days to 18 October 2026, 12.8% of the shop's total.
What GMV means on TikTok Shop
TikTok's US Shop Analytics guide defines GMV as "the total amount paid for orders during the selected period, including canceled and refunded orders." It is counted at the time of payment. The formula, in TikTok's words:
GMV = product list price × items sold + shipping fee − seller-funded discounts − platform-funded discounts − tax
Three things follow from that. GMV includes orders that are later refunded, so it is always higher than what the seller is paid. It excludes tax. And it is the same idea as GMV anywhere else in online retail: the standard definition is the total value of merchandise sold through a marketplace over a time frame, before costs and returns.
TikTok also splits GMV by where the order came from. Video GMV is orders from shoppable videos, LIVE GMV is orders from products in LIVE streams, and product card GMV is orders from product cards in the Shop tab and search. Here is that split for one real US shop.
| Shark Home, TikTok Shop US | Estimated GMV | Share |
|---|---|---|
| Total GMV (48,490 units, average $178.70) | $8.66M | 100% |
| By channel | ||
| Shoppable videos | $7.04M | 81.2% |
| LIVE | $1.07M | 12.4% |
| Product card (Shop tab and search) | $553.28K | 6.4% |
| By who sold it | ||
| Affiliate creators | $7.90M | 91.2% |
| Shark Home's own account (@sharkhome) | $210.03K | 2.4% |
| Shop mall (no creator) | $552.68K | 6.4% |
Estimated revenue (GMV) and units, 30 days to 18 October 2026. Data: TokConnect Shop Analytics, shop method sales, pulled 20 October 2026. Open the snapshot.
The pattern is typical of a brand that sells through creators. Shark Home's own account ran LIVEs worth an estimated $210.03K, while creators' videos carried most of the shop. Its three biggest products were the Navigator NV360 upright vacuum ($1.45M), the EveryMess vacuum and stain remover ($1.42M) and the StainForce portable stain cleaner ($1.13M).
What is the GMV of Shark Home on TikTok Shop? Show the last 30 days.
GMV vs revenue vs payout on TikTok
GMV is the top line. Revenue, in a seller's books, is what is left after refunds. Payout is what TikTok actually settles to the seller after its fees and the creator's commission. The gap is easiest to see on one order.
Take one Shark EveryMess VX102 sold through an affiliate's video at its average 30-day price of $199.00, with the 5% commission the listing offered. TikTok's US referral fee page sets the fee at 6% for most categories (5% for five fine-jewellery subcategories and pre-owned), charged on the customer payment plus any platform discount, minus tax, checked 20 October 2026.
| Line | What it is | One $199 order |
|---|---|---|
| GMV | What the shopper paid for the item (tax excluded) | $199.00 |
| Referral fee | TikTok Shop US, 6% of the order | −$11.94 |
| Affiliate commission | 5% to the creator whose video made the sale | −$9.95 |
| Left for the seller | Before shipping, fulfilment, returns, ads and the cost of the vacuum | $177.11 |
Our calculation, simplified: no shipping, discounts or tax on the order. Fee rate from TikTok Shop Academy (US), checked 20 October 2026. Price and commission from TokConnect Shop Analytics, 30 days to 18 October 2026. Open the snapshot.
At shop level, the 6% referral fee alone on Shark Home's estimated $8.66M is about $519,859 for the month, before a single refund or commission. If an order is refunded, it stays in GMV but leaves the payout. That is why a GMV figure is the right number for sizing a shop or a product, and the wrong one for judging profit. The TikTok Shop fees guide has every other fee and a calculator for your own margin.
How to check any shop's or product's GMV
Your own GMV is in Seller Center, under Shop Analytics. Nobody else's is: TikTok shows a public "sold" count on each listing and nothing about revenue over time. TokConnect fills that gap with Shop Analytics, sales estimates for TikTok Shop products, shops, creators, videos, LIVEs and categories in 17 markets, which you can ask about in ChatGPT, Claude, Cursor or TokConnect Chat. Here is the method, run on vacuums.
1. Rank a niche by GMV
Start with the products, not the shops. product_top_selling ranks every matching TikTok Shop US product by estimated revenue for the window you pick.
Rank the top 10 vacuums on TikTok Shop US by estimated GMV over the last 30 days, with units, average price and commission for each.
| Product (vacuum search) | Est. 30-day GMV | Est. units | Avg price | Comm. |
|---|---|---|---|---|
| 1. BISSELL PowerClean FurFinder cordless stick vacuum | $1.59M | 6,826 | $233.00 | 10% |
| 2. Shark Navigator Deluxe upright vacuum NV360 | $1.45M | 7,279 | $199.00 | n/a |
| 3. Shark EveryMess vacuum and stain remover VX102 | $1.42M | 7,151 | $199.00 | 5% |
| 4. Roomba 2020 DustCompactor 2-in-1 robot vacuum (LIVE exclusive) | $1.24M | 2,699 | $459.00 | n/a |
| 5. BISSELL CrossWave Turbo wet dry vac | $828.36K | 4,375 | $189.34 | 10% |
| 6. BISSELL Pet Hair Eraser Allergen Lift-Off vacuum | $454.91K | 2,855 | $159.34 | 10% |
| 7. Roborock Qrevo Series robot vacuum and mop | $454.28K | 1,205 | $377.00 | 6% |
| 8. SEESE portable cordless car vacuum | $339.96K | 10,741 | $31.65 | 6% |
| 9. Trucozie T350 rechargeable cordless vacuum | $312.30K | 4,164 | $75.00 | 5% |
| 10. Roborock Qrevo Q Series robot vacuum | $305.62K | 615 | $496.95 | 4% |
Estimated revenue (GMV) and units, TikTok Shop US, 30 days to 18 October 2026, for the search "vacuum". Rows with an unreliable listed price are left out. Data: TokConnect Shop Analytics, product_top_selling, pulled 20 October 2026. Open the snapshot.
The channel split changes the story. The Roomba made an estimated $906.07K of its $1.24M on LIVE with only 22 creators, while the BISSELL FurFinder made $1.56M of its $1.59M from videos by 485 creators. Same niche, two different ways to sell.
2. Read the daily trend before you trust the total
A 30-day total hides when the money came in. product method trend returns estimated GMV and units per day, split into video and LIVE.
The NV360 averaged about $4,428 a day until 26 September. On 27 September it sold an estimated 453 units for $90,147, almost all from videos, and it stayed in that range, peaking at $118,803 on 9 October. Videos made up 95.9% of its 30-day GMV. Its $1.45M month is really three weeks of creator-driven sales, which tells a competitor far more than the total.
Show the daily GMV trend for the Shark Navigator NV360 on TikTok Shop US over the last 30 days, split into video and LIVE, and tell me the day sales jumped.
3. Split a shop's GMV by channel and by seller
shop method sales returns a shop's estimated GMV and units with both splits from the table above: video, LIVE and product card, and affiliates, own accounts and the mall. shop method creators then lists the affiliates behind it. That is how we got Shark Home's numbers.
For a quick look without signing up, try the free TikTok Shop analytics tool. To track a rival over time, the competitor sales guide covers the method end to end.
What counts as good GMV on TikTok Shop
"Good" depends on the niche, so we pulled the top 100 products by estimated 30-day GMV for three searches on TikTok Shop US: vacuums, serums and leggings. Rows with an unreliable listed price were left out before reading the ranks, leaving 82, 79 and 88 products.
| Estimated 30-day GMV | Vacuum | Serum | Leggings |
|---|---|---|---|
| Best seller | $1.59M | $1.75M | $1.07M |
| 10th | $305.62K | $295.22K | $334.12K |
| 50th | $65.89K | $96.85K | $69.46K |
| Median of the top 100 | $85.32K | $108.47K | $74.76K |
| Lowest in the top 100 | $40.16K | $53.70K | $38.98K |
| Products at $100K or more | 33 of 82 | 45 of 79 | 33 of 88 |
| Share of the list's GMV held by the top 10 | 53.6% | 47.6% | 43.1% |
Estimated revenue (GMV), TikTok Shop US, 30 days to 18 October 2026. Data: TokConnect Shop Analytics, product_top_selling (two pages of 50 per search), pulled 20 October 2026. Open the snapshot.
A rough rule from these three niches: about $40K to $54K a month gets a product into its niche's top 100, $75K to $108K is the middle of that list, and about $300K makes it a top-10 seller. Serums are the deepest list, with 45 products at $100K or more. Vacuums are the most top-heavy: the top 10 hold 53.6% of the list's GMV.
For category scale, category_trends put Beauty & Personal Care at an estimated $95.02M in GMV across 16,014 shops in the 7 days to 18 October 2026, and Home Supplies at $23.37M across 18,406 shops, where the top 10 shops took only 10.2%. More market-level numbers are in the TikTok Shop statistics guide.
Rank the top 100 serums on TikTok Shop US by estimated GMV over the last 30 days, and tell me the GMV of the 10th, 50th and 100th product.
What GMV Max is
GMV Max is TikTok's automated ad campaign for TikTok Shop. TikTok's help page for Product GMV Max calls it "an automation solution for TikTok Shop Ads that optimizes for your TikTok Shop's total channel ROI." It builds ads from video and product card formats and places them in the TikTok feed, search, the Shop tab and TikTok Ad Network. Authorized affiliate videos of the selected products are pulled in automatically.
It is not optional. TikTok's migration notice says that from July 2025, GMV Max is "the default and only supported campaign type for TikTok Shop Ads", and advertisers can no longer create, edit or duplicate Video, Product or LIVE Shopping Ads. Existing campaigns move over with "your historical ROI results as your target ROI."
One detail matters when you read its numbers: orders from organic videos of the advertised products are attributed to the campaign. So GMV Max's GMV is total-channel GMV for those products, not GMV the ads alone created. Check the product's daily trend before and after a campaign starts, as in step 2 above, to see what the ads added.
GMV for affiliates: what creator GMV means
For a creator, GMV is the total value of the orders their videos and LIVEs drove. TikTok's Shop Analytics guide attributes an affiliate order when the shopper pays within 14 days of clicking the product link, and that attributed GMV is the base for commission. In the creator Earnings Analytics guide, GMV counts paid orders, leaves out gift and sample orders, and also sets the creator's level.
Shark Home shows how concentrated creator GMV is. Its top affiliate (handle masked, @de***) drove an estimated $1.11M of Shark Home's GMV in the 30 days to 18 October 2026 from 5,580 units, 12.8% of the whole shop. Across every shop they sell for, the same creator drove an estimated $1.50M from 10,380 units, $1.49M of it from videos, with 42.81M video views.
Ranking creators works the same way. creator_top_selling with the keyword "finds" matches creator names and bios, so it returns the top TikTok Shop US creators with "finds" in their name or bio, ranked by GMV:
Follower count barely predicts GMV. The fourth creator, with 9.54K followers, drove an estimated $282.08K, more than three creators on the same list with two to three times as many followers. For a brand picking affiliates, creator GMV is the number to sort by.
Which affiliate creators drove the most GMV for Shark Home on TikTok Shop US in the last 30 days? Show each one's GMV, units and followers.
Is it accurate, is it allowed, what does it cost
- Accurate? These are estimates from TikTok Shop sold counts and listed prices, built on TikTok's own displayed sold counts times the listed price. Your own exact GMV is in Seller Center; use TokConnect for everyone else's.
- Allowed? TokConnect is read-only. It uses public TikTok data and never logs in to your TikTok account or Seller Center.
- Cost? 50 free credits with no card, then $49 a month for 500, checked 20 October 2026. One lookup is one credit, and failed calls are free. Every plan includes Shop Analytics.
- Works in my AI? One click to connect ChatGPT or Claude, one line for Cursor, or use TokConnect Chat with nothing to set up. See the TikTok Shop MCP guide.
How we got these numbers
All sales figures are TokConnect Shop Analytics estimates for TikTok Shop US, pulled on 20 October 2026 through the TokConnect MCP server (v3, 31 tools). Units track TikTok's sold counter and revenue is units times the listed price. Every window is the 30 days from 19 September to 18 October 2026 unless a row says otherwise.
- Shark Home:
shopmethodsales(GMV and both splits),products,strategyandcreators. Snapshot. - Vacuum ranking and the NV360 trend:
product_top_selling(keyword "vacuum"),productmethodtrendand methodsales. Snapshot. - What good looks like:
product_top_sellingfor "vacuum", "serum" and "leggings", two pages of 50 each, pluscategory_trendsmethodlist(level 1, a 7-day figure). Snapshot. - Creators:
creator_top_selling(keyword "finds", independent creators) andcreator_commercemethodsales. Handles of individual creators are masked on this page and in the snapshot. Snapshot. - Outside facts: TikTok's GMV definition, fee rates and GMV Max pages, each checked 20 October 2026, and the worked $199 example. Snapshot.
Rows the feed flags as having a placeholder price (revenue per unit outside the listing's price range) are left out of every table and chart. A keyword ranking matches product titles, so "vacuum" also returns a few car and handheld vacuums alongside floor models.
Frequently asked questions
Does GMV on TikTok include returns and refunds?
Yes. TikTok's US Shop Analytics guide defines GMV as the total paid for orders in the selected period, including canceled and refunded orders, counted at the time of payment. Refunds are reported as a separate metric, so a refunded order lowers what the seller is paid but not the GMV figure.
Is GMV the same as profit on TikTok Shop?
No. GMV is the value of the orders. Profit is what is left after TikTok's referral fee (6% for most US categories, checked 20 October 2026), affiliate commission, shipping and fulfilment, returns, ad spend and the cost of the goods. On a $199 vacuum sold through a creator at 5% commission, the fee and commission alone take $21.89.
What is attributed GMV on TikTok?
Attributed GMV is the GMV TikTok credits to a creator or campaign. For affiliates, TikTok counts paid orders placed within 14 days of a shopper clicking the product link in the creator's video or LIVE, and that attributed GMV is the base for commission. GMV Max campaigns also attribute orders from organic videos of the advertised products.
How do you calculate GMV on TikTok Shop?
TikTok's formula is product list price times items sold, plus the shipping fee, minus seller-funded discounts, minus platform-funded discounts, minus tax. For a quick estimate, multiply units sold by the average selling price: the Shark Navigator NV360 sold an estimated 7,279 units at $199 in 30 days, about $1.45M.
What is a good monthly GMV for a TikTok Shop product?
It depends on the niche. In the 30 days to 18 October 2026, the median product in the top 100 on TikTok Shop US made an estimated $85K in vacuums, $108K in serums and $75K in leggings. The 10th best seller in each made $295K to $334K, and four vacuums passed $1M.
What does GMV mean for TikTok Shop creators?
For a creator, GMV is the total value of the orders their videos and LIVEs drove, which TikTok uses for commission and for Creator Level. Commission is a percentage of it, so a creator's earnings are GMV times the product's commission rate, minus returned orders. The top TikTok Shop US creator with "finds" in their name drove an estimated $983.92K in GMV in the 30 days to 18 October 2026.
Sources and data
- How to navigate Shop analytics in Seller Center: GMV definition and formula (TikTok Shop Academy US, checked 20 October 2026)
- Referral fee rates and formula (TikTok Shop Academy US, checked 20 October 2026)
- How to Use Earnings Analytics: creator GMV (TikTok Shop Academy US, 21 September 2026, checked 20 October 2026)
- About Product GMV Max (TikTok Ads Help Center, checked 20 October 2026)
- About GMV Max migration for TikTok Shop Ads (TikTok Ads Help Center, checked 20 October 2026)
- Gross merchandise volume (Wikipedia, checked 20 October 2026)
- Shark Home 30-day GMV, channel split and creators, pulled 20 October 2026 (snapshot)
- Top 100 products in three niches, pulled 20 October 2026 (snapshot)
