TikTok is reshaping the future of ecommerce even if its future in the U.S. hangs in the balance. As lawmakers debate whether to ban the app or force a sale to an American company, TikTok remains a powerhouse in the world of social commerce.
The all-in-one platform blends entertainment, education, community, and shopping, making it a compelling space for brands and creators alike. For small businesses, TikTok Shop offers a fast-growing, high-conversion sales channel. The latest TikTok Shop statistics below can help you decide how to make the most of it while the window of opportunity remains open.
Key takeaways:
- TikTok Shop has quickly become a major force in U.S. ecommerce, reaching 398,000 stores and $9 billion in GMV within a year of launching.
- Short videos dominate as the leading sales driver, while influencers play a critical role in shaping purchase behavior — 48% of users buy from influencer posts.
- U.S. shoppers spend an average of $708 annually on the platform, drawn by convenience, affordability, and trends.
- Despite ongoing uncertainty around a potential ban, TikTok retains a strong user base, with 99% staying active and support for a ban dropping to 34%.
TikTok data: A pulse on the TikTok ban
TikTok Shop is at a pivotal moment in the U.S. As of this writing, the future of TikTok — the platform hosting TikTok Shop — remains uncertain.
On his first day back in office, President Trump issued a 75-day extension on the ban, allowing time for a potential deal — extending the deadline of the company to find a U.S. buyer on April 5. Regardless of the outcome, there’s hope the app will remain accessible to its 170 million U.S. users.
Here are some notable data about this ban:
- Despite the headlines, the TikTok ban had limited impact on user retention — 99% of TikTok users were still using the app before the ban took effect. When asked how the ban affected their usage, 12% said they now use the app more, while 56% reported no usage change. On the other hand, 32% said they use it less than before.
- Forty-one percent of users say the platform has changed since the ban, suggesting shifts in content, algorithm behavior, or overall app experience, even if usage habits remained mostly stable.
- Support for a TikTok ban has declined, with only 34% of U.S. adults in favor (down from 50% in March 2023), while 32% oppose it and 33% remain unsure.
TikTok ecommerce statistics: Shops, products, and revenue
With its launch in the U.S. in September 2023, TikTok Shop has built a meaningful presence in the U.S. It is the youngest market for TikTok Shop, and yet it is the largest contributor to TikTok Shop’s global merchandise volume (GMV) in 2024. The stats below are from the TikTok Shop in the U.S. 2024 report by Momentum Works and Tab Cut.
1. TikTok Shop generated $33.2 billion in global GMV in 2024.
According to Momentum Works’s report, TikTok Shop generated $33.2 billion in total GMV in 2024, almost tripling its performance from the previous year ($11.09 billion). A majority of the GMV was from Southeast Asia, notably Indonesia, Thailand, and Vietnam.
2. In the U.S., TikTok Shop generated $9 billion in GMV in 2024.
TikTok Shop’s U.S. GMV grew steadily throughout 2024, reaching approximately $9 billion — a 650% year-over-year increase, according to the same report. November was the strongest month, generating $1.29 billion in GMV, including over $100 million from Black Friday alone.
3. The U.S. is the largest contributor to TikTok Shop’s GMV.
The U.S. has overtaken Indonesia as the largest country by GMV. The report shows that the U.S. generated $9 billion in GMV, followed by Indonesia at $6.2 billion and Thailand at $5.7 billion.
It is interesting to note that among the countries that contributed the biggest to TikTok Shop’s GMV, the U.S. is the youngest market, having only launched TikTok Shop in 2023. This is not surprising, as TikTok Shop generated $363 million in consumer spending just two months after its launch in the U.S.
4. There are 398,000 TikTok Shops in the U.S.
As of December 2024, the TikTok U.S. market had 398,000 live stores, with 216,000 having active sales. Among these listed stores, almost half had zero sales; but 1,033 of them had more than $1 million in annual GMV last year. Seventy-seven stores even achieved more than $10 million GM each.
5. The top TikTok Shop in the U.S. generated around $63.4 million in GMV in 2024.
Micro Ingredients, a premier raw and pure nutrition ingredients supplier in California, generated the most sales in 2024, selling over 2.5 million units and generating $63.4 million in GMV. According to the report, 70.06% of its GMV sales came from video, with 17.36% coming from live streaming and 12.58% from the shop tab.
Halara U.S. and Tarte Cosmetics come in second and third, with $62.2 million and $58.6 million GMV respectively.
Rank | TikTok Store | Category | Units sold (M) | GMV | |||
Total GMV ($M) | % from live streaming | % from video | % from shop | ||||
1 | Health | 2.5 | 63.4 | 17.36% | 70.06% | 12.58% | |
2 | Sports & Outdoors | 2.3 | 62.2 | 7.42% | 78.73% | 13.85% | |
3 | Beauty & Personal Care | 2.0 | 58.6 | 11.20% | 64.63% | 24.17% | |
4 | Beauty & Personal Care | 1.4 | 40.1 | 5.85% | 83.95% | 10.20% | |
5 | Health | 1.9 | 39.7 | 14.39% | 70.27% | 15.34% | |
6. Short videos contribute most of the sales on TikTok Shop in the U.S.
There are three main ways products are sold on TikTok Shop: through short videos, via the in-app Shop (similar to a marketplace), or during live streaming sessions. Among these, short videos proved to be the most effective sales channel. In 2024, creators and sellers in TikTok Shop’s U.S. ecosystem produced 17 million short videos and 4 million live streams.
Short videos accounted for 58% of total sales, making them the dominant driver of purchases. In comparison, the in-app Shop contributed 32%, while live streaming accounted for just 10%, highlighting its more niche role in the overall sales mix.
7. Beauty and personal care is the top-selling category in the U.S.
The beauty and personal care category represented 21% of the total U.S. GMV in 2024, followed by womenswear and underwear (13%) and sports and outdoors (7%). This category has been the top selling category globally in 2023 as well. The top three selling sub-categories are curling irons, jeans, and sports collectible cards.
8. Health leads and automotive and motorcycles follows as the fastest-growing selling categories in 2024.
Among the listed categories in TikTok, health, followed by automotive and motorcycles, stood out as the fastest-growing categories. Both categories had 10x YoY growth — exceeding 1,000% — each. Tools & Hardware and Books, Magazines, & Audio followed behind.
Rank | Category | YoY Growth |
|---|---|---|
1 | Health | 1,331% |
2 | Automotive and motorcycles | 1,080% |
3 | Tools and hardware | 920% |
4 | Books, magazines, and audio | 892% |
5 | Textiles and soft furnishings | 879% |
9. The average prices of most product categories in TikTok Shop trended down in 2024.
In 24 out of 27 categories, the average transaction prices in 2024 reduced by an average of 14.08%. This is an indication that TikTok Shop has traded average order value (AOV) for GMV growth in 2024.
TikTok Shop Data: Shopping Behavior and Trends
Knowing the shopping behavior of TikTok users on the platform is crucial in crafting your TikTok ecommerce marketing strategy. It’s important to take note of the following TikTok stats.
1. Roughly half (49.7%) of TikTok shoppers in the U.S. purchase something from the platform once a month.
Roughly half (49.7%) of social shoppers on TikTok buy something from the platform at least once per month — this is more than the frequency of shopping done on Facebook, Instagram, or Pinterest by the same group.
Source: EMARKETER
2. U.S. shoppers spent an average of $708 on TikTok Shop in 2024.
According to a February consumer survey by PartnerCentric, U.S. shoppers under 60 spent an average of $708 on TikTop Shop last year. They averaged one purchase a month with an average of $59 per TikTok Shop purchase.
3. 46% of U.S. shoppers’ purchases are personal accessories.
The most popular purchases on TikTok Shop according to the PartnerCentric survey are personal accessories (46%), followed by household items (43%), fashion items and/or clothing (40%), cosmetics (33%), and technology (27%).
4. Consumers shop on TikTok because of convenience.
The same survey noted that nearly half of consumers (49%) use TikTok Shop because it’s easy to purchase. Low price (48%) and sale items (39%) followed closely behind.
5. Nearly a quarter of TikTok users buy an item by browsing through TikTok Shop.
Product discovery also happens in-app. Twenty-three percent of TikTok users found an item they bought by browsing TikTok Shop. Meanwhile, 25% found an item they bought through a TikTok Ad.
6. Nearly 1 in 4 TikTok users make impulse purchases on TikTok Shop.
Impulse buys are also prevalent when shopping on the platform — nearly one in four admit doing impulse buys on TikTok.
See also:
7. 23% regret at least one purchase from TikTok Shop.
Nearly a quarter of shoppers regretted at least one purchase from TikTok Shop; top regrets include that the item was a cheap quality (17%), it was an impulse purchase (8%), and the item was not as advertised (8%).
8. A third of TikTok users buy products because everyone is talking about it.
TikTok is great at community building, too. Sixty-percent of TikTok users feel communities on TikTok are supportive and inclusive. This is where “hype” and virality factor in with TikTok trends—31% of TikTok users buy to fit in with the community or simply because everyone is talking about it.
9. 62% of U.S. adults use TikTok for product reviews and recommendations.
A Pew Research Center survey said that a majority (62%) of U.S. adults who use TikTok say that they use the site to look at product reviews or recommendations. For context, users of other platforms say they use them for product recommendations — Instagram (44%), Facebook (37%), and X (29%). In fact, TikTok is the place to be — 81% of users say TikTok helps them discover new topics/trends they didn’t know they liked.
See also:
- User-generated Content for Ecommerce: Ultimate Guide
- How to Use User Generated Content for Marketing (+ Examples)
- UGC Marketing Ideas for Small Businesses
10. Influencers are driving purchases on TikTok Shop.
A major consumer trend is embracing the influencer:Â 63%Â of Americans under 60 take advice or suggestions from influencers, and nearly half (48%) of the purchases they made on TikTok Shop were from influencer posts.
Top suggestions shoppers value from influencers include product recommendations (50%), recipes (41%), DIY and/or home hacks (31%), workout routines (26%), and even health advice (23%).
11. Americans spend an average of $95 on a product suggested by their trusted influencer.
The trust for influencers runs deep. In the survey, when asked how much they would spend on a product recommended by their most trusted influencer, responses averaged $95.
Read also:
- Influencer Marketing Statistics You Should Know
- Ultimate Guide to Influencer Marketing: What It Is & How It Works
- 5 Influencer Marketing Campaigns for Small Business Promotion
TikTok Shop User Demographics
TikTok has a broad, international customer base, with the U.S. having the most TikTok users. And they’re active, too, with U.S. adults spending nearly an hour on TikTok daily. As a TikTok Shop seller (or someone keen on being one), knowing who is using the app the most and how they are using it can clearly help how you market your products. More importantly, you can determine if your target audience is in the app.
1. TikTok has a monthly average user (MAU) of 1.55 to 1.7 billion.
Since its launch in the international market in 2017, TikTok has registered approximately 1.9 billion users worldwide. It is estimated to reach 2.25 billion users in 2027. When it comes to monthly average users, TikTok has seen a remarkable growth in adoption, reaching an MAU count of 1.55 to 1.7 billion in 2024.
In the U.S., TikTok has 170 million MAU as of 2024, up from 100 million users in 2020. Indonesia has 150 million MAU, while Brazil follows behind with 105 million.
2. There are more male TikTok users than females.
As of early 2025, TikTok’s global user base is composed of 44.3% women and 55.7% men, with the typical user falling between the ages of 25 and 34.
3. Millennials and Gen Z are the primary users of TikTok.
TikTok has a generally young user base. Globally, Gen Z and Millennials make up more than 85% of the active adult users on TikTok.
4. The U.S. has the highest number of TikTok users worldwide.
As of January 2025, the U.S. has the highest number of registered users aged 18 and above, with 136 million active TikTok users.
Indonesia, Brazil, and Mexico came in next with the following figures:
- U.S.:Â 136 million
- Indonesia:Â 108 million
- Brazil:Â 91.7 million
- Mexico:Â 85.4 million
5. 33% of U.S. adults use TikTok.
A third of U.S. adults use TikTok — mostly younger adults. Fifty-nine percent of adults under 30 say they use the app, compared with 40% of those ages 30 to 49, 26% of those 50 to 64, and 10% of those 65 and older.
Source: Pew Research Center
6. Gen-Z is 68% of adult Gen-Zers in the U.S. are likely to purchase on TikTok.
More than two-thirds (68%) of U.S. adult Gen Zers are more likely to make a purchase on TikTok, along with YouTube, and behind only Instagram.
Related:Â Gen Z Consumer Behaviors: Understand Gen Z Shopping Habits
7. U.S. adult consumers spend close to an hour a day on TikTok
An eMarketer study shows that the average time spent daily on TikTok has risen dramatically since 2019, with U.S. adults spending an estimated 58.4 minutes daily on the platform.
In fact, TikTok surpassed YouTube in 2021 for time spent on the platform everyday among U.S. adults.
Source: eMarketer
TikTok Shop Trends for Marketing
1. Brands experience a 41% increase in viewer trust when they advertise on TikTok consistently over an extended period of time.
A TikTok study comparing trust scores for brands from December 2018 to December 2022 showed that users trust brands that advertise on TikTok consistently. This is primarily due to TikTok content being known as authentic.
Further, reports show that after seeing an ad on TikTok, viewers are 41% more likely to trust the brand (vs. before seeing an ad on TikTok) and 31% more likely to be loyal to a brand (vs before seeing an ad on TikTok).
2. TikTok ads are more memorable than TV ads.
TikTok ads are gaining traction among other platform ads. An in-person setting study shows that TikTok In-Feeds ads are 23% more memorable than TV ads.
3. TikTok drives higher credibility, trust, loyalty, and likelihood of recommendation than other platforms.
TikTok’s study shows that after three weeks of ad exposure, TikTok users change their views about brands. Brands experience higher credibility (19%), higher trust (14%), higher loyalty (9%), and have a higher likelihood of being recommended (19%).
TikTok Shop Stats Frequently Asked Questions (FAQs)
Click through the sections below to get answers to your most frequently asked questions about TikTok Shop statistics.
TikTok Shop generated $33.2 billion in total GMV in 2024, almost tripling its performance from the previous year ($11.09 billion). In the U.S., TikTok Shop brought in $9 billion in GMV in 2024.
Nearly half (49.7%) of TikTok social shoppers make a purchase on the platform at least once a month — more frequently than they do on Facebook, Instagram, or Pinterest.
Beauty and personal care were the top-selling categories in the U.S. in 2024 and globally in 2023.
With high user engagement and substantial sales figures, TikTok Shop presents a valuable opportunity for sellers, especially in trending categories like beauty and fashion.
Challenges include managing inventory due to unpredictable, viral demand and navigating a competitive marketplace where maintaining visibility requires continuous marketing efforts.
Bottom Line
Retail businesses, whether they are brick-and-mortar or online stores, will benefit from including TikTok in their store’s marketing strategy. On top of including the platform in marketing efforts, selling on TikTok will help promote products, increase visibility, and boost store sales.
Use the TikTok Shop statistics in this article to make better strategic decisions in your marketing efforts on social media.
