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Description
Video commerce in the United States is entering a new phase - rapid adoption, evolving consumer behaviour, and an ecosystem still finding its shape.
Despite launching in the US only in September 2023, TikTok Shop emerged as the platform’s largest market globally in 2024, generating US$9.0 billion in GMV and contributing to TikTok Shop’s US$33.2 billion global GMV, more than doubling year-on-year.
TikTok Shop in the U.S. 2024 is a decision-support report by Momentum Works and Tabcut designed to help leaders understand how video commerce is taking shape in the US, which channels are driving real transactions, and how stores, influencers, content formats, and categories interact within the TikTok Shop ecosystem.
Built on granular platform-level data and ecosystem analysis, the report examines what is working, what is not, and what remains structurally different between the US and more mature video commerce markets such as China and Southeast Asia.
What’s covered in this report:
- TikTok Shop’s rapid rise to become its largest market by GMV
- How short videos, shops, and live streams contribute differently to sales
- Why video — not live — is currently the dominant sales channel in the US
- Which categories drive scale versus breakout growth
- The role influencers play in shaping demand and conversion
- Structural differences between US and China’s live commerce ecosystems
Who this report is designed for:
- Ecommerce and retail executives
- Brands and sellers exploring TikTok Shop in the US
- Influencer marketing and content commerce teams
- Platform strategy and operations leaders
- Investors tracking the evolution of video commerce
- Founders and operators assessing new growth channels
How leaders use this report:
- To understand how video commerce differs structurally from traditional ecommerce in the US
- To identify which channels, categories, and content formats actually drive GMV
- To benchmark US performance against China’s mature live commerce ecosystem
- To assess the long-term role of influencers, live selling, and platform incentives
- To inform go-to-market, content, and channel strategies on TikTok Shop
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