TikTok Shop delivered a remarkable growth performance in the first half of 2025. Its global gross merchandise value (GMV) surpassed $26 billion in just six months, doubling compared to the same period last year. With this momentum, the platform is on track to potentially double its total 2024 GMV by year-end.
The United States has been a major driver of this growth. GMV in the U.S. surged by approximately 91% year-over-year, reaching $5.8 billion. As of 2025, the U.S. has become TikTok Shop’s second-largest market worldwide. The country now hosts over 470,000 stores on the platform, along with more than 15 million active content creators and influencers.
The Future of Social Commerce on TikTok: Video, Live Sales, and Evolving Markets
TikTok Shop’s success in the U.S. is fueled not only by user numbers but also by the variety of sales channels. Short-form videos accounted for about 50% of total GMV, in-app shop features made up 36%, and live-streamed sales contributed 14%—up from 10% the year before. This shift highlights how social commerce is becoming more multichannel in nature.
Globally, Indonesia ranked first in total GMV, followed by Thailand and Vietnam. Meanwhile, Malaysia stood out as the fastest-growing market, while Singapore was the only country to register a decline in sales during this period.
The most popular product categories in the first half included personal care, fashion, and home décor. One notable shift came from live-streaming activity: the number of sessions generating over $1 million in sales decreased, signaling a broader focus on other formats within the platform.
In the second half of 2025, TikTok Shop is expected to expand into more markets and enhance its AI-powered recommendation systems. These developments suggest the platform will continue playing a central role in shaping the future of global social commerce.
