How much of TikTok Shop revenue comes from affiliates?
By DanielUpdated 21 October 2026Data to 19 October 202630 days from 20 SeptemberTikTok Shop US, estimatedHow this is estimated
Affiliate creators drove 82.4% of the estimated $981.23M that 1,070 tracked brands made on TikTok Shop US in the 30 days to 19 October 2026. The median brand took 88.7% through affiliates, and 963 of 1,070 brands (90%) earn most of their revenue that way.
Key statistics
Free to quote and share with a link to this page. Each figure comes from the data listed under Method and sources.
Affiliates drove 82.4% of the estimated $981.23M made by 1,070 tracked TikTok Shop US brands in the 30 days to 19 October 2026.
The median brand takes 88.7% of its revenue through affiliates (30 days to 19 October 2026).
963 of 1,070 brands (90.0%) earn most of their revenue through affiliates; 495 take 90% or more that way (30 days to 19 October 2026).
Only 54 brands (5.0%) make most of their revenue through their own accounts, and 39 through the shop tab and mall (30 days to 19 October 2026).
Affiliate share runs from 3% in Collectibles to 90% in Household Appliances among categories with 15 or more brands (30 days to 19 October 2026).
Affiliates are the main sales channel for brands
Across 1,070 brands, the shop's revenue came from three places in the 30 days to 19 October 2026: affiliate creators ($808.58M, 82.4%), the brands' own accounts ($87.30M, 8.9%) and the shop tab and TikTok Shop mall ($85.39M, 8.7%). 977 brands (91.3%) get more revenue from affiliates than from anything else.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Group | Brands | Est. revenue | Affiliates | Own accounts | Shop tab and mall |
|---|---|---|---|---|---|
| All tracked brands | 1,070 | $981.23M | 82.4% | 8.9% | 8.7% |
| Beauty & Personal Care | 231 | $241.18M | 85.4% | 8.3% | 6.3% |
| Womenswear & Underwear | 167 | $188.22M | 86.4% | 8.7% | 4.9% |
| Sports & Outdoor | 66 | $63.63M | 86.7% | 6.8% | 6.5% |
| Health | 71 | $61.51M | 87.1% | 6.9% | 6.0% |
| Shoes | 32 | $42.41M | 87.3% | 8.7% | 4.0% |
| Tools & Hardware | 24 | $41.56M | 79.2% | 8.7% | 12.1% |
Go deeper in TokConnectRank TikTok Shop US brands in [my category] by the share of their revenue that comes through affiliates in the last 30 days, then show the top affiliates for the first three.
It varies by category
Collectibles leans least on affiliates (3% of its revenue) and Household Appliances most (90%). Only categories with 15 or more brands are shown, so each bar rests on a real group of brands.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Category | Brands | Est. revenue | Affiliate share | Own accounts share | Median brand |
|---|---|---|---|---|---|
| Household Appliances | 27 | $34.50M | 89.8% | 3.2% | 91.1% |
| Home Supplies | 37 | $24.70M | 89.5% | 5.5% | 92.7% |
| Menswear & Underwear | 42 | $27.22M | 88.8% | 7.7% | 90.8% |
| Textiles & Soft Furnishings | 19 | $18.62M | 88.4% | 7.1% | 92.0% |
| Shoes | 32 | $42.41M | 87.3% | 8.7% | 91.5% |
| Health | 71 | $61.51M | 87.1% | 6.9% | 91.6% |
| Food & Beverages | 19 | $10.49M | 87.0% | 10.0% | 88.8% |
| Sports & Outdoor | 66 | $63.63M | 86.7% | 6.8% | 89.0% |
| Womenswear & Underwear | 167 | $188.22M | 86.4% | 8.7% | 92.9% |
| Beauty & Personal Care | 231 | $241.18M | 85.4% | 8.3% | 91.1% |
| Phones & Electronics | 60 | $36.44M | 82.9% | 8.3% | 86.3% |
| Automotive & Motorcycle | 24 | $11.44M | 80.9% | 13.6% | 83.6% |
| Computers & Office Equipment | 15 | $8.41M | 79.3% | 3.5% | 92.2% |
| Furniture | 54 | $34.99M | 79.3% | 8.4% | 80.1% |
| Tools & Hardware | 24 | $41.56M | 79.2% | 8.7% | 83.2% |
| Fashion Accessories | 65 | $37.35M | 65.1% | 14.4% | 78.0% |
| Home Improvement | 19 | $15.66M | 62.8% | 9.9% | 65.4% |
| Collectibles | 26 | $11.86M | 3.4% | 54.4% | 0.0% |
Bigger brands lean on affiliates about as much
Brands earning $250K to $500K take a median 88% from affiliates; brands earning $5M or more take 91%. Brand size does not move a brand away from creator-led selling in this data.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| 30-day revenue | Brands | Median affiliate share | Weighted affiliate share |
|---|---|---|---|
| $250K to $500K | 523 | 87.8% | 78.8% |
| $500K to $1M | 318 | 89.2% | 81.3% |
| $1M to $2M | 148 | 89.2% | 83.2% |
| $2M to $5M | 59 | 89.4% | 84.3% |
| $5M or more | 22 | 90.7% | 84.5% |
Most brands sit at the affiliate-heavy end
495 brands take 90% or more of their revenue through affiliates; 81 take under 40%. Retailers behave the same way: affiliates drove 76% of the $102.13M that 198 tracked retailers made.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Affiliate share of revenue | Brands |
|---|---|
| 0 to 20% | 56 |
| 20 to 40% | 25 |
| 40 to 60% | 65 |
| 60 to 80% | 186 |
| 80 to 90% | 243 |
| 90 to 100% | 495 |
The brands that sell for themselves
79 brands make 40% or more of their revenue through their own accounts. The largest is BASED ($2.28M, 44% of its revenue).
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Brand | Own-account revenue | Share of its revenue |
|---|---|---|
| BASED | $2.28M | 43.5% |
| WANSE | $1.13M | 66.1% |
| AllPokeTCG | $796.2K | 75.1% |
| BurtonBreaks | $771.1K | 77.1% |
| Alondrix sexy curves | $704.1K | 75.1% |
| BRXL | $694.3K | 53.8% |
| Byenblan | $659.9K | 80.1% |
| The Shoe Game Co. | $580.5K | 85.1% |
| Dani Morgans Boutique | $572.1K | 74.8% |
| The Ballers Bank | $526.7K | 75.0% |
| Hibbent | $488.6K | 57.6% |
| simplymandys | $474.0K | 55.6% |
| IRIS & RAINBOW | $425.7K | 44.5% |
| Crippen Rippen | $389.3K | 52.0% |
| Snatched Body | $384.5K | 41.6% |
What this means
For brands
If 82% of the shop's brand revenue runs through creators, your affiliate programme is your sales team. A brand at the median takes 89% that way; below that, your own accounts or the shop tab are carrying more than is usual.
For affiliates
963 of 1,070 brands make most of their money through creators, so the offers are open almost everywhere. In Collectibles affiliates carry 3% of revenue and in Household Appliances 90%; pitch where the brand already depends on you.
For sellers
Own-account selling is the exception: 54 brands make most of their revenue that way. A new shop that plans to sell only through its own account is planning against the pattern of 91% of brands.
What TokConnect adds to this study
This page is one snapshot of one question. TokConnect runs the same Shop Analytics live, for your own niche, brand or product, down to the creator, the video and the LIVE.
- Affiliates of a brandFor the TikTok Shop US brand [brand], show the affiliate share of revenue and the follower bands of the creators who sell most.Ask in TokConnect
- Affiliate share in your nicheRank TikTok Shop US brands in [my category] by the share of their revenue that comes through affiliates in the last 30 days, then show the top affiliates for the first three.Ask in TokConnect
- Find creators to approachList TikTok Shop US affiliates selling products like [product link] who earned over $5K in the last 30 days, with contact channels where listed.Ask in TokConnect
- Own-account brandsWhich TikTok Shop US brands in [my category] make over 40% of revenue through their own accounts, and what do they post?Ask in TokConnect
50 free credits, no card, failed calls are free. Works in , , and TokConnect Chat. Try the free TikTok Shop analytics tool or read the TikTok Shop MCP guide.
Questions about this study
What share of TikTok Shop brand revenue comes through affiliates?
82.4% for the 1,070 brands tracked by TokConnect Shop Analytics, an estimated $808.58M of $981.23M in the 30 days to 19 October 2026. The median brand takes 88.7%.
Do most TikTok Shop brands rely on affiliates?
Yes. 963 of 1,070 brands (90%) make most of their revenue through affiliates, and 495 make 90% or more that way (30 days to 19 October 2026).
Which TikTok Shop categories use affiliates the most?
Household Appliances has the highest affiliate share (90%) among categories with 15 or more brands, and Collectibles the lowest (3%), in the 30 days to 19 October 2026.
Do bigger TikTok Shop brands sell less through affiliates?
Not much. The median affiliate share is 88% for brands earning $250K to $500K and 91% for brands earning $5M or more in the 30 days to 19 October 2026.
How is the affiliate share measured?
Each brand's estimated revenue is split by the source into affiliate creators, the brand's own accounts, and the shop tab and mall. We add each group up across brands. Estimates come from TikTok sold counts and listed prices.
Method and sources
Estimated from TikTok Shop sold counts and listed prices, 30 days to 19 October 2026. The shop pool holds every BRAND shop with $250K or more of estimated revenue in 30 days that the source returned for 29 search characters across 6 revenue bands (1,337 shops including 198 retailers; storefronts of one brand are merged, leaving 1,070 brands). Revenue is split by the source into affiliates, own accounts and mall; the three add up to revenue. Category is the shop's main category as the source files it. Pulled 21 October 2026, data to 19 October 2026. Read the full method and corrections policy. Questions or corrections: dj@tokconnect.com.
