TikTok Shop – statistics & facts
TikTok is pioneering a new era in social commerce. TikTok Shop lets users buy products without leaving the app, merging entertainment and shopping into one ecosystem. With over 1.3 billion users in 2025, the platform has a massive reach. Its gross merchandise value (GMV) grew from roughly one billion U.S. dollars in 2021 to an estimated 64 billion in 2025.
From Southeast Asia to the world's top shopping markets
As social commerce has its roots in Asia, it's not surprising that Southeast Asia is one of TikTok's most successful shopping regions. In 2024, stores from Indonesia, Thailand, Vietnam, and Malaysia comprised the bulk of TikTok Shops worldwide. In 2025, Indonesia overtook the United States as TikTok's biggest market by GMV. Meanwhile, U.S. retail sales on TikTok Shop are forecast to surpass 28 billion U.S. dollars by 2027, highlighting the country's continued growth potential. Asia still accounts for roughly 68 percent of TikTok Shop's estimated GMV, but North America's share of open job roles signals heavy investment in that region.
Beauty leads the product mix
When looking at which products perform best on TikTok Shops worldwide, beauty and personal care hold the largest market share among TikTok Shop categories in 2025, at nearly 18 percent. In the United States, beauty and personal care account for nearly one-fifth of GMV in 2025. The same goes for Southeast Asia, especially in Singapore.Â
Regulatory hurdles in the U.S., rapid European expansion
TikTok has thrived in the United States, but the app faces a potential ban unless ByteDance finds an American buyer. On the other side of the world, however, TikTok keeps expanding its e-commerce presence. The United Kingdom was one of the platform's earliest e-commerce adopters back in 2021, Spain and Ireland followed in late 2024, and France, Germany, and Italy joined in early 2025. The Seller Center app averaged roughly 1.6 million downloads per month in early 2026, reflecting sustained seller interest.
As social commerce revenue is projected to approach one trillion U.S. dollars by 2030, TikTok's near-doubling of GMV year over year and continued European expansion suggest the platform's commerce ambitions are just getting started.
