TikTok Shop in the U.S. 2025

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Description

TikTok Shop’s U.S. business began to show signs of structural maturation in 2025. After a volatile first full year, the platform continued to scale rapidly, reaching US$15.1 billion in GMV (+68% YoY). Growth remained strong, but the underlying dynamics shifted: live commerce gained share, store-led selling became more prominent, pricing pressure stabilised, and participation across creators and merchants broadened significantly.

TikTok Shop in the U.S. 2025 is Momentum Works’ third deep-dive report on the U.S. TikTok Shop ecosystem, following our 2024 and H1 2025 publications. Built on large-scale platform data from Tabcut and Momentum Works’ ongoing ecosystem research, the report goes beyond headline GMV growth to examine changes in sales channels, category dynamics, creator behaviour, and merchant performance.

The report also places the U.S. market in a global context, comparing its trajectory with Southeast Asia and newly launched markets, and assessing how TikTok Shop’s positioning as “discovery commerce” is reshaping how products are marketed, sold, and scaled in the U.S.

What’s new in this edition (Feb 2026):

• Latest 2025 U.S. TikTok Shop performance data, including GMV, YoY growth, and channel mix across video, live and Shop tab
• Global context and positioning, including TikTok Shop’s expansion into Europe, Japan and Latin America, and implications for the U.S. market’s competitive path
• Deep dives into stores, products and pricing, including category-level GMV, average price movements, and commission trends
• Creator and live commerce dynamics, covering influencer GMV distribution, sales channels, top-performing videos, and million-dollar live sessions
• Forward-looking analysis, covering ecosystem maturity, merchant enablement, and the impact of upcoming logistics integration into TikTok Shop’s infrastructure

This report is designed for:

• Executives and leadership teams at brands, sellers, and platforms
• Strategy, intelligence, growth and operations teams
• Investors and funds tracking ecommerce, social commerce and creator-led retail
• Agencies, MCNs, and service providers supporting creators,merchants and brands
• Founders and operators building or scaling on TikTok Shop in the U.S.

How leaders use this report:

• To understand where U.S. TikTok Shop growth is really coming from and how it is changing
• To assess live vs. video vs. Shop strategies and allocate resources more effectively
• To identify category opportunities, pricing pressure points, and commission trends
• To benchmark creator, store, and brand performance against market leaders