TikTok Shop GMV and sales
- US GMV hit about $15.1 billion in 2025, up 68% from $9 billion in 2024, per Momentum Works. eMarketer, with a wider methodology, reports $15.82 billion for 2025.
- US sales grew 407% in 2024 and another 108% in 2025 to reach $15.82 billion, per eMarketer.
- Global GMV more than doubled to $33.2 billion in 2024, per Momentum Works.
- US sales are forecast to surpass $20 billion in 2026 and reach over $30 billion by 2028, per eMarketer.
TikTok Shop's share of social commerce
| Metric | Figure | Source |
|---|---|---|
| TikTok Shop share of US social commerce (2025) | 18.2% | eMarketer |
| Projected share by 2027 | 24.1% | eMarketer |
| US social commerce sales (2025) | $87.02B, up 21.5% YoY | eMarketer |
| US social commerce sales (2026 forecast) | Over $100B | eMarketer |
| Social commerce share of US retail ecommerce (2025) | 6.9% | eMarketer |
Source: eMarketer, December 2025. TikTok Shop launched in the US in September 2023, so this share was built in roughly two years.
TikTok shoppers and buyers
- US TikTok buyers will reach 53.2 million in 2025, up 13.6%, and 57.7 million in 2026, per eMarketer. These figures cover TikTok broadly, not TikTok Shop alone.
- By 2026, TikTok's buyer base surpasses 50% of US social buyers, meaning 1 in 2 US social shoppers buy on TikTok, per eMarketer.
- Total US social buyers reach 108.3 million in 2025, or 47.9% of social network users, per eMarketer.
- The buyer base skews young, with growth driven mainly by Gen Z and millennial adoption, per eMarketer.
Turn these numbers into a creator program
Hubfluence helps TikTok Shop brands and agencies recruit and manage affiliates at scale, so you can ride the growth these stats describe.
Top TikTok Shop categories
Per eMarketer, the leading TikTok Shop categories in order are:
- Health, wellness, and beauty (the top cluster)
- Accessories
- Household items
- Fashion
- Cosmetics
What the data means for creator programs
The through-line in every credible TikTok Shop dataset is that growth is creator-led. eMarketer attributes best-seller performance directly to "strong creator amplification," and the categories winning (beauty, wellness, fashion) are the ones where creator demos and reviews drive purchase.
- Discovery is the moat. eMarketer notes no other platform matches TikTok's ability to inspire users to shop, which is why creator content, not paid search, is the front door.
- Breadth of creators matters. With sales this concentrated in creator-amplified categories, the brands winning are the ones running affiliate programs across many creators at once, not one-off collabs.
- The halo is real. TikTok Shop's beauty dominance is reshaping where those brands sell everywhere, so creator-driven demand on TikTok lifts Amazon and retail too.
Sources
Every figure above is drawn from the primary sources below, current as of August 2026. Where two credible numbers exist, both are named in-text so you can cite the one that matches your framing.
- Momentum Works, TikTok Shop US GMV grew 68% to reach $15.1B in 2025 (US and global GMV growth).
- Momentum Works, via TechNode Global, TikTok Shop US GMV surpasses $9B in 2024 (2024 global GMV of $33.2B).
- eMarketer, TikTok Shop makes up nearly 20% of social commerce in 2025 (US sales, social commerce share, buyer counts, categories, forecasts).
- eMarketer, TikTok Shop reshapes US beauty ecommerce landscape (fourth-largest health and beauty retailer).
