TikTok Shop in the U.S. H1 2025

TikTok Shop’s global expansion is entering a new phase - high growth coupled with rapid ecosystem reshuffling.

In the first half of 2025, TikTok Shop’s global GMV reached US$26.2 billion, doubling year-on-year, driven primarily by continued momentum in the United States and Southeast Asia. Despite persistent political pressure and uncertainty around a potential U.S. ban, TikTok Shop U.S. remained resilient, generating US$5.8 billion in GMV (+91% YoY).

With three consecutive deadline extensions pushing any potential ban to September 2025, most ecosystem participants now operate under the assumption that TikTok Shop will continue to scale in the U.S. market.

Tiktok Shop in the U.S. H1 2025 is a decision-support report, jointly produced by Momentum Works and data analytics firm Tabcut. 

The report is designed to help leaders understand how TikTok Shop’s U.S. ecosystem is evolving beneath headline growth numbers - and what these shifts mean for brands, sellers, influencers, and competing platforms.

Building on our previous TikTok Shop in the U.S. 2024 report, this edition provides an updated and deeper view into changes across sales channels, categories, influencers, live commerce, and platform dynamics.

What’s new in H1 2025:

• TikTok Shop’s global and U.S. performance update, with Indonesia overtaking the U.S. as the largest market
• A clear shift in channel mix: Live and Shop gaining share, while Video declines
• Significant reshuffling among top stores, influencers, live sellers, and best-selling products
• Live commerce gaining traction in the U.S. (14% of GMV), but still trailing Southeast Asia
• Early signs of TikTok Shop’s new self-positioning as “discovery commerce” in 2025

Key dynamics shaping TikTok Shop U.S.:

• Rapid turnover at the top: most leading influencers, live sellers, and products in H1 2025 are new entrants
• Influencers remain the primary GMV driver, with 291 creators exceeding US$1M GMV in H1
• Video continues to dominate as a sales channel for most influencers
• Live commerce remains highly concentrated, with only one session exceeding US$1M GMV in H1
• Category dynamics shifting quickly, with beauty gaining ground alongside supplements

This report is designed for decision-makers including:

• Brands and sellers operating on, or evaluating, TikTok Shop in the U.S.
• Influencer agencies, MCNs, and live commerce operators
• Platform and ecosystem teams tracking the evolution of video and live commerce
• Investors and strategists assessing TikTok Shop’s sustainability and competitive impact

How leaders use this report:

• To reassess channel mix and go-to-market strategies on TikTok Shop
• To understand where value is concentrating — and where volatility remains high
• To pressure-test assumptions about live commerce maturity in the U.S.
• To benchmark TikTok Shop U.S. against Southeast Asia and global markets

Download TikTok Shop in the U.S. H1 2025 to understand what’s really changing beneath the surface of rapid growth - and how the ecosystem may evolve as TikTok Shop continues to scale amid uncertainty.

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