According to EchoTik, a data analysis firm, TikTok Shop estimated global sales to be $19 billion in the third quarter of this year. Of these, the United States, as its largest market, contributed between $4 billion and $4.5 billion, an increase of approximately 125 per cent over the second quarter of 2025.
The transformation potential of large consumer groups and high-line off-line shopping in the United States is one of the key factors driving the rapid upgrading of GMV at TikTok Shop. In addition, TikTok ‘ s short video + live, people-carrying and advertising are closely linked, increasing the return on ads and the efficiency of their conversion, making the commercial model of the United States of America ‘ s ads working with people-to-people amplifiers. It is worth noting that eBay’s total sales in the last quarter amounted to $20.1 billion – while TikTok Shop did not formally enter the United States market until September 2023, and eBay has been in operation for over 30 years. It’s amazing how fast it goes. As the independent electrician analyst Juozas Kaziukėnas notes: “We have long focused on the political narrative of whether `TikTok should be banned’, but almost ignores — TikTok Shop’s share in the American electricity market is steadily and quietly rising.
In a highly saturated United States electrician pattern, TikTok Shop broke down on the basis of what he saw. The creators publish short videos in TikTok and buy links directly inside the platform. This model greatly simplifys the process of shopping: consumers do not have to go through the multiplicity of words on traditional electric power platforms, but see for themselves the real effects of the products used by real users.
Theoretically, the live tape should have pushed that advantage to the extreme, as in the Chinese market. In recent years, live broadcasters have completely reshaped the country ‘ s way of shopping and have become one of the byte core income pillars. However, despite TikTok ‘ s strenuous attempts, it has not been possible to replicate this success in the United States. Juozas Kaziukėnas stated that TikTok Shop ‘ s overall performance, and in particular that of live broadcasters, may not have met the byte beat expectations. Compared to China, TikTok Shop’s live sales in the United States remain minimal. “In the United States, about 80% of TikTok users are purely for entertainment; the remaining 20% are interested in shopping content; of these 20%, only about one tenth is watching live– In other words, only 2% of TikTok traffic in the United States goes to live shopping content. And in the Chinese market, `renewers account for almost 50% of the total tremors’.”
TikTok refused to disclose the specific sales figures of TikTok Shop, as reported in the United States Newsline magazine. Its spokesperson, Kathryn Hull, in his mail, stated that in September 2025, TikTok Shop had a 72 per cent increase in live airtime and in June there had been a 120 per cent increase in sales. It was revealed that TikTok was tightening business access rules in order to limit the influx of overseas sellers; but ironically, it had also hurt the real home-grown small and medium-sized American traders, further delaying the establishment of indigenous ecology. Speaker Hull confirmed that in the first half of 2025, the Platform had rejected 1.4 million applications for new vendors and had stressed that “the TikTok Shop business had been subjected to strict scrutiny”, but had not responded to whether the rules were intended to restrict non-United States vendors. Overall, TikTok Shop performed much better in South-East Asia than in the United States. The best performers in the third quarter of 2025 (except for the United States) were Thailand, Indonesia, Viet Nam and the Philippines. Although sales in one country are not as good as in the United States, the combined four countries constitute a more successful growth story of TikTok — especially as live broadcasters are resonating with consumers in the region.
