TikTok Shop in the U.S. H1 2025

TikTok Shop’s global GMV reached US$26.2 billion in H1 2025, up 100% YoY driven by strong growth in the U.S. and Southeast Asia.

Despite ongoing political pressures and uncertainty around a potential ban, TikTok Shop U.S. continued its momentum, generating US$5.8 billion in GMV (+91% YoY). With President Trump granting three consecutive deadline extensions, now pushing the potential ban to September 2025, most stakeholders no longer believe the ban will materialise.

Beneath the surface, TikTok Shop U.S. is evolving rapidly. Live commerce gained share, contributing 14% of GMV (up from 10% in 2024), and the landscape of top influencers, live sessions, and best-selling products has been completely reshuffled. 

This report builds on our previous “TikTok Shop in the U.S. 2024”, offering an updated view of the TikTok Shop U.S. landscape. Download TikTok Shop in the U.S. H1 2025, a joint report by Momentum Works and Tabcut, for deeper analysis and the latest insights.

This report covers the following sections:

1. Introduction – TikTok Shop U.S. maintains growth amid shifting tides

2. TikTok Shop’s global performance

• In H1 2025, TikTok Shop’s global GMV hit US$26.2 billion
• Once TikTok Shop’s top market, the U.S. has now been overtaken by Indonesia
• Southeast Asia leads in TikTok Shop live maturity over the U.S.
• TikTok Shop is positioning itself as “discovery commerce” in 2025
• TikTok Shop has expanded to Japan, Europe and Latin America in 2025
• Southeast Asia is TikTok Shop’s most competitive market
 
3. TikTok Shop in the US: Stores, products & sales

• TikTok Shop achieved US$1B GMV in the U.S. in March and June
• Live and Shop expands GMV share while Video declines
• Only 1 of the top 3 sub-categories in H1 2025 remains the same as 2024
• Food & Beverages saw the biggest average price increase
• Influencers commission grew for most categories
• All categories grew in GMV, Kids’ fashion was the fastest growing
• 36 TikTok Shop stores achieved over US$10m GMV in H1 2025
• 5 out of the Top 10 stores are new to the list, generating US$118.3m GMV
• All top 5 selling items changed, with more beauty products joining supplements
 
4. TikTok Shop in the US: Influencers, videos & live

• Influencers generate the GMV in the TikTok Shop ecosystem 
• 291 influencers achieved more than US$1M GMV in H1 2025
• Video is even more dominant as a channel for influencers
• Top live sellers rely heavily on live selling – 9 out 10 of them are different from 2024
• Only one session in H1 2025 surpassed US$1M GMV
•The three top-performing live influencers
• Top 3 grossing videos on TikTok Shop in H1 2025
 
5. Conclusion and looking forward – The ecosystem is still taking shape, beneath the surface of growth