TikTok Shop performance benchmarks for 2026 from 12,881 US selling videos: median views, units, GMV, and sales per 1,000 views by tier and category.
The median US TikTok Shop selling video in October 2026 reached 2,039 views and sold 9 units for $330 in GMV, based on 12,881 videos in Hubfluence Social Intelligence. That is about $130 in GMV and 3.6 units per 1,000 views, at a median of $33.58 per unit sold. Sales are concentrated: the top 10% of videos drove 54% of GMV, and half sold fewer than 10 units.
Most TikTok Shop benchmarks are platform totals: GMV, seller counts, growth rates. Useful for a pitch deck, not much help when you are deciding whether a creator's video did well. This page benchmarks the unit that actually sells, the individual shoppable video, using 12,881 US TikTok Shop selling videos from Hubfluence's Social Intelligence dataset, broken down by creator tier, category, ad support, and video length.
These are the core TikTok Shop performance benchmarks for a selling video, three to four weeks after it was posted. Every video in the sample made at least one sale.
| Metric | 25th percentile | Median | 75th percentile | Top 10% |
|---|---|---|---|---|
| Views | 920 | 2,039 | 6,552 | 22,636+ |
| Units sold | 4 | 9 | 21 | 46+ |
| GMV per video | $140 | $330 | $778 | $1,660+ |
Three ratios are more useful than the raw totals, because they let you compare videos of different sizes:
The median selling video ran 31 seconds.
Very. Within the sample:
That concentration shows up at shop level too. Momentum Works, a Singapore-based research firm, reported in its TikTok Shop in the U.S. H1 2026 report that more than 5,700 US stores crossed $1 million in GMV in the first half of 2026, an eightfold increase year over year, and 506 of them passed $10 million.
For a brand, the planning implication is simple: a creator program is a volume game. Most videos will sell a handful of units, and a small number will carry the month. You cannot predict which ones in advance, so the number of creators posting is the lever you control.
Creator tier changes the economics of a selling video more than any other variable in the data.
| Creator tier | Share of selling videos | Est. share of GMV | Median views | Median units | Median GMV | GMV per 1,000 views |
|---|---|---|---|---|---|---|
| Nano (1K to 10K) | 15.4% | 7.5% | 1,839 | 5 | $178 | $77 |
| Micro (10K to 50K) | 43.0% | 34.8% | 1,720 | 8 | $284 | $129 |
| Mid (50K to 500K) | 36.6% | 43.2% | 2,436 | 12 | $465 | $158 |
| Macro (500K to 1M) | 2.9% | 7.4% | 3,991 | 24 | $846 | $188 |
| Mega (1M+) | 1.9% | 7.0% | 7,352 | 30 | $1,102 | $141 |
Share of selling videos is from 84,830 US selling videos tracked across the 14 categories in the 30 days to November 5, 2026. Creators under 1,000 followers made up 0.3%. GMV share is estimated from the weighted sample.
What the tier table says:
Selling-video engagement follows the same tier pattern. The full breakdown is in our TikTok engagement rate benchmarks by tier.
Category sets the price point and the commission, which in turn set what a "good" video looks like.
| Category | Selling videos (30 days) | Median GMV per video | GMV per 1,000 views | GMV per unit | Avg. listed price | Avg. commission |
|---|---|---|---|---|---|---|
| Beauty & Personal Care | 23,820 | $300 | $122 | $25.50 | $34.22 | 13.9% |
| Womenswear & Underwear | 15,479 | $356 | $126 | $33.37 | $34.12 | 11.8% |
| Health | 8,259 | $342 | $171 | $31.25 | $35.51 | 17.5% |
| Sports & Outdoor | 5,836 | $396 | $129 | $44.50 | $68.17 | 11.4% |
| Phones & Electronics | 5,260 | $440 | $127 | $46.61 | $49.98 | 11.6% |
| Home Supplies | 4,320 | $279 | $123 | $24.90 | $31.02 | 12.5% |
| Fashion Accessories | 3,710 | $303 | $114 | $56.07 | $37.34 | 12.6% |
| Menswear & Underwear | 3,442 | $335 | $115 | $37.00 | $30.49 | 12.2% |
| Shoes | 3,425 | $335 | $152 | $49.21 | $65.16 | 9.6% |
| Household Appliances | 3,085 | $616 | $198 | $99.99 | $101.33 | 11.3% |
| Food & Beverages | 2,604 | $188 | $90 | $29.63 | $24.31 | 13.7% |
| Toys & Hobbies | 2,284 | $222 | $118 | $29.35 | $41.23 | 12.1% |
| Kitchenware | 1,791 | $232 | $113 | $32.79 | $34.83 | 12.6% |
| Pet Supplies | 1,515 | $290 | $122 | $36.94 | $42.40 | 13.1% |
Average listed price and average commission are category-wide averages across listed products in Hubfluence Social Intelligence (US, aggregated November 5, 2026), not just the products in selling videos.
The patterns worth acting on:
Most of it. Weighted to the full set of tracked selling videos, 86.8% were flagged as having run as paid ads, and those videos accounted for 88.5% of sample GMV.
That fits how TikTok now sells ads. GMV Max, TikTok Shop's automated campaign type, pulls organic videos, paid ads, and affiliate posts into one campaign and directs spend toward whatever is selling. TikTok's own business blog says advertisers using GMV Max reported a 20% uplift in GMV, citing internal 2025 data, and that GMV Max now factors affiliate commissions, coupons, and referral fees into its optimization.
The benchmark that matters most here: ad-boosted and organic selling videos earned almost the same GMV per 1,000 views, about $130 each. Boosting buys reach. It did not make the average view convert better. So the creative and creator are what set conversion, and ad spend is what scales a video that already converts.
Less than most people expect, per view.
| Video length | Share of selling videos | Median GMV per video | GMV per 1,000 views |
|---|---|---|---|
| Under 15 seconds | 18.1% | $284 | $120 |
| 15 to 30 seconds | 27.2% | $264 | $129 |
| 30 to 60 seconds | 38.5% | $382 | $134 |
| 1 to 3 minutes | 12.7% | $476 | $127 |
| Over 3 minutes | 0.6% | $255 | $90 |
The 30 to 60 second range is the most common format and has the best GMV per 1,000 views. One to three minute videos earn the most per video because they get more views, not because each view converts better. Past three minutes, conversion per view drops off.
Hubfluence Social Intelligence tracks views, units, and GMV on TikTok Shop videos by creator and category. Book a call and we will benchmark your creators against your category.
Video is where most discovery happens, but less of the checkout. In Momentum Works' TikTok Shop in the U.S. H1 2026 report:
Read with the video data above, that means a selling video's measured GMV likely understates its full effect. Some viewers buy later from the Shop tab or search, which a per-video number does not credit.
TikTok does not publish a platform-wide conversion rate, and most numbers you will see quoted are agency estimates. What a video-level dataset can measure is units sold per view.
Across the sample, the median selling video sold 3.64 units per 1,000 views, or about 0.36% of views. That is a view-to-unit rate, not a click-to-order conversion rate, so it is not comparable to the product page conversion rate in Seller Center. Use the view-based number to judge creators and videos, and the Seller Center number to judge your listing.
These benchmarks depend on your category, price point, commission rate, ad budget, and the creators you work with. Treat them as a band, not a guarantee.
For the market-level picture (GMV, seller counts, and affiliate share), see the TikTok Shop statistics 2026 roundup.
The benchmarks point to one operating model. Conversion per view is set by the creator, the product, and the format. Reach is bought or earned. Results are concentrated in a few videos you cannot pick ahead of time. The brands that grow are the ones that get the most mid-tier creators posting, measure every video on GMV per 1,000 views, and put ad spend behind the ones that already convert.
That is an operations problem as much as a strategy one. Hubfluence is the #1 TikTok Shop affiliate outreach and management platform for brands and agencies, combining AI creator discovery, 1,000+ DMs and emails a day, sample management, and affiliate CRM in one tool, with Social Intelligence data like the figures on this page built in.
If you want to see how your creators and videos stack up against these benchmarks for your category, book a demo with our team and we will run the comparison with you.
From outreach to GMV reporting, Hubfluence runs every part of your creator campaigns. Start with your first shop and scale to every brand you manage.
Creator Discovery
Campaign Management
Social Intelligence
Reporting & Analytics
