TikTok Shop GMV by Category: Statistics and Facts 2026

TikTok Shop in numbers

TikTok Shop lets people buy products directly inside the TikTok app, from short videos, live streams and a shop tab. It began in Southeast Asia and the United Kingdom in 2021, launched in the United States in September 2023 and expanded to Europe, Latin America and Japan in 2024 and 2025. Gross merchandise value, or GMV, is the total value of goods sold before returns, cancellations and fees, and it is the standard way to measure the size of an online marketplace.

TikTok and its owner ByteDance do not publish GMV, so the figures in this report come from firms that track sales on the platform. Momentum Works, a Singapore research company, and Tabcut, a TikTok data tool, publish market totals. EchoTik, Charm.io, Kalodata and Cube Asia measure categories and brands, and NielsenIQ compares TikTok Shop with other retailers. TikTok short-video audiences, the base of these sales, are covered in our report on countries with the most TikTok users.

Global GMV: from 33 billion to 64 billion dollars

According to Momentum Works and Tabcut, TikTok Shop sold 33.2 billion dollars of goods worldwide in 2024. In 2025 GMV almost doubled, by 94 percent, to 64.3 billion dollars across 16 markets. Before 2024 the published series covers Southeast Asia only, where GMV grew from 0.6 billion dollars in 2021 to 4.4 billion dollars in 2022 and 16.3 billion dollars in 2023.

Almost doubled in a year: TikTok Shop added about 31 billion dollars of sales in 2025.

Growth has continued in 2026. The same firms estimate global GMV of 50.3 billion dollars in the first half of 2026, up 92 percent from 26.2 billion dollars a year earlier, and say TikTok Shop is on track to pass 100 billion dollars for the full year. The United States grew even faster than the global total in that period.

Doubling again: first-half GMV rose by about 24 billion dollars in a year, and the US share edged up from 22 to 23 percent.

These are independent estimates, not company figures, and press reports based on anonymous sources have given different numbers. Bloomberg reported in early 2024 that global GMV was about 20 billion dollars in 2023, and Chinese media reported in January 2026 that 2025 GMV was close to 100 billion dollars. TikTok has confirmed none of these. For comparison with the largest marketplaces, see our reports on Amazon, Alibaba and PDD revenue.

GMV by category: beauty first, womenswear second

The most complete category breakdown across markets comes from EchoTik, which tracked about 30.5 billion dollars of TikTok Shop sales in 15 countries in the second quarter of 2026. It publishes ranges rather than exact values. Beauty and personal care led with 9.0 to 9.5 billion dollars, followed by womenswear at 4.0 to 4.5 billion dollars, food and beverage and electronics at 2.5 to 3.0 billion dollars each, and sports and outdoor at 1.5 to 2.0 billion dollars.

Beauty is in a league of its own: on EchoTik figures it accounts for about 30 percent of tracked GMV, more than twice the next category.

On these midpoints, beauty makes up about 30 percent of the tracked total and the top five categories together about 68 percent, with the rest spread over home goods, health, menswear, accessories, toys, pet products and collectibles. Food and beverage ranks unusually high compared with most online marketplaces, reflecting how well snacks, drinks and supplements sell through short videos and live streams.

In the United States, Charm.io estimates that beauty and personal care accounted for about 19 percent of TikTok Shop GMV in 2025, about 2.7 billion dollars, and womenswear about 12.5 percent, about 1.8 billion dollars. Momentum Works and Tabcut rank the same two categories first and second in the US in 2025, with sports and outdoors third. Monthly Kalodata snapshots for early 2025 show a similar order.

Momentum Works also tracks which categories are growing fastest and how prices move. In the US in 2025, the fastest growing were kids fashion, baby and maternity, and Muslim fashion, while average prices fell in 15 of 27 categories. Jewellery accessories saw the biggest price rise, at 36 percent.

Beauty: the category that defines TikTok Shop

Beauty and personal care is the top category in every market for which data are published. In Brazil, Momentum Works and Tabcut measured beauty at 21.3 percent of TikTok Shop GMV in August 2025, a few months after launch. In Indonesia, Cube Asia puts beauty at about 26 percent of TikTok Shop GMV in the first quarter of 2026.

One in five dollars or more: beauty takes between 19 and 30 percent of TikTok Shop sales wherever it is measured.

TikTok Shop is also winning share of the wider beauty market. Cube Asia estimates that TikTok holds 47 percent of online beauty sales in Indonesia in the first quarter of 2026, up from 17 percent in 2023 and 37 percent in 2025. In the United States, NielsenIQ ranked TikTok Shop the fourth largest online retailer of health and beauty products in March 2026, with sales of more than 4.4 billion dollars, up 84 percent. Nearly 10 percent of US households shop there, spending 118 dollars a year on average.

Quarterly data show the pace. Charm.io estimates US beauty GMV on TikTok Shop at 980 million dollars in the second quarter of 2026, up 82 percent from a year earlier. In the United Kingdom, TikTok says beauty sales grew 60 percent in 2025 and that NielsenIQ ranked it the fourth largest beauty retailer in the country on 2024 data. K-beauty is a particular strength: TikTok reported that US K-beauty sales rose 132 percent in its 2025 holiday season update.

Top brands: Medicube leads beauty

Brand rankings show how concentrated TikTok Shop sales can be. Charm.io estimates that Medicube, a Korean skincare brand, sold 62.8 million dollars on TikTok Shop US in the second quarter of 2026, the most of any beauty brand. Dr. Melaxin followed with 38.8 million dollars, ahead of Tarte, Based Bodyworks and Color Wow.

Korean skincare on top: the leading brand sold more than six times as much as the fifth.

Estimates for the same brand can differ widely between data firms, because some count only beauty products and others count the whole store, and each uses its own model of unseen sales. EchoTik, for example, ranks the largest US stores in the second quarter of 2026 as medicube (150 to 170 million dollars), Dr.Melaxin and QVC (45 to 55 million dollars each) and Mellow Sleep (25 to 35 million dollars). Earlier, in January 2025, Kalodata measured supplement brand MaryRuths at 5.3 million dollars for the month, with its liquid multivitamin selling more than 105,000 units.

GMV by market: Southeast Asia still the largest region

Southeast Asia remains the largest region for TikTok Shop. Momentum Works and Tabcut estimate 45.6 billion dollars of GMV there in 2025, double the year before, against 15.1 billion dollars in the United States. That leaves about 3.6 billion dollars for the other markets combined, including the United Kingdom, Mexico, Brazil, Japan and the European countries launched in 2025.

Seven in ten dollars from Southeast Asia: the region generated about 71 percent of TikTok Shop GMV in 2025.

Within Southeast Asia, Indonesia is the biggest single market at 13.1 billion dollars in 2025, the second largest TikTok Shop market after the United States. In the first half of 2025, Indonesia was briefly the largest market of all, at 6.0 billion dollars against 5.8 billion dollars in the US, before the US moved back ahead. Newer markets start small: Brazil, launched in May 2025, reached 46.1 million dollars of GMV in August 2025, according to Momentum Works and Tabcut.

Country-level reach of the TikTok app, which shapes where TikTok Shop can grow next, is in our data on TikTok penetration by country, and app download trends in our TikTok quarterly downloads series.

United States: 15.1 billion dollars and climbing

The United States is the fastest growing large market. Momentum Works and Tabcut estimate US GMV at 9.0 billion dollars in 2024, the first full year after launch, and 15.1 billion dollars in 2025, up 68 percent. Charm.io puts 2025 US GMV at more than 14 billion dollars. In the first half of 2026, US GMV reached 11.8 billion dollars, up 103 percent.

On track for more than 20 billion dollars: US sales grew 68 percent in 2025 and doubled again in the first half of 2026.

EMARKETER forecasts US TikTok Shop sales of 23.41 billion dollars in 2026, up 48 percent, and more than 30 billion dollars by 2028. It estimates that TikTok Shop accounted for 18.2 percent of US social commerce in 2025 and projects 57.7 million US buyers in 2026. US retail e-commerce trends more broadly are in our report on retail e-commerce sales growth.

TikTok itself gave a growth figure at the start of the 2025 holiday season, saying US sales were up 120 percent year on year and that food sales had more than doubled. In May 2026 it said sales by US small businesses grew 66 percent in 2025, from more than 215,000 active small business sellers, up 25 percent.

Southeast Asia: second to Shopee

In Southeast Asia, TikTok Shop competes with Shopee, Lazada and Tokopedia, which TikTok took control of in 2024. Momentum Works estimates that total platform e-commerce in the region was 128.4 billion dollars in 2024. Shopee led with 66.8 billion dollars, followed by TikTok Shop with 22.6 billion dollars, Lazada with 18 billion dollars and Tokopedia with 12.8 billion dollars.

Number two together: TikTok Shop and Tokopedia combined had 35.4 billion dollars of GMV in 2024, about 28 percent of the region.

In 2025 the regional market grew 22.8 percent to 157.6 billion dollars. Momentum Works puts Shopee at 53 percent of the total and TikTok Shop and Tokopedia combined at 65.7 percent of Shopee GMV, which is about 35 percent of the market. The top three groups together held 98.8 percent. Content commerce, sales made through video and live streams, reached 49.7 billion dollars, 32 percent of all GMV, up from 20 percent in 2024.

Cube Asia, which measures the same platforms with a different method, puts Shopee at 59 percent, TikTok Shop at 31 percent and Lazada at 9 percent of 2025 GMV in the six main countries, with TikTok Shop growing 66 percent. Both firms agree on the direction: TikTok Shop is the only major platform gaining share quickly.

Sellers and creators: more stores, more million-dollar sellers

The number of sellers and creators on TikTok Shop has grown as fast as sales. Momentum Works and Tabcut counted 803,500 US stores in 2025, more than half of them without a single sale, and 15.4 million influencers. Only 2,143 US stores sold more than 1 million dollars in the year, and 135 more than 10 million dollars. By the first half of 2026, there were 1.35 million stores and 20 million influencers.

The number of stores selling more than 10 million dollars in six months of 2026 is almost four times the number that did so in the whole of 2025, a sign that sales are concentrating among larger sellers. TikTok said in its 2025 holiday report that brands with more than 10 million dollars of annual revenue grew their sales by 76 percent. Audience demographics behind these sales are in our data on the distribution of TikTok users by gender.

Black Friday and Cyber Monday: TikTok official figures

Holiday sales are one of the few areas where TikTok publishes its own numbers. For 2024, TikTok said US sales on Black Friday alone passed 100 million dollars, three times the year before, with 165 percent more shoppers and about 500,000 live shopping sessions. A third of purchases went to small and medium businesses.

For 2025, TikTok said US sales over the four days from Black Friday to Cyber Monday passed 500 million dollars, its biggest weekend ever. It reported about 50 percent more shoppers, 760,000 live sessions with 1.6 billion views and nearly 10 million shoppable videos. The 2024 and 2025 figures cover different periods, one day and four days, so they cannot be compared directly. Holiday sales on a rival platform are in our data on Amazon Prime Day sales.

Where TikTok Shop operates

TikTok Shop has expanded market by market. After early launches in Southeast Asia and the United Kingdom, it was forced to close in Indonesia in October 2023 under a new rule separating social media from e-commerce. In December 2023 TikTok agreed to invest 1.5 billion dollars for a 75.01 percent stake in Tokopedia, the online marketplace of GoTo, and moved its Indonesian shop onto that business.

Momentum Works counted 16 markets in 2025, and the four new European markets added in June 2026 take the total higher. TikTok says more than 100,000 European businesses sell on the platform. The breadth of audience across countries helps explain the pace: TikTok has said it has more than 1 billion users worldwide, as set out in our ranking of social networks by number of users.

TikTok Shop in eight numbers

Questions about TikTok Shop sales and categories