37+ TikTok Shop Usage and Financials Statistics (2024)
TikTok is the world’s fifth-biggest social media platform with over 1.582 billion monthly active users. It has become an all-in-one platform for its users, where they can consume content and purchase their favorite products with a single click.
The eCommerce division of TikTok was first tested and launched in the UK and various Southeast Asian countries in 2021. TikTok Shop was later launched in the US on September 12, 2023, and now has expanded to 8 countries the US, Thailand, Vietnam, Malaysia, Philippines, Singapore and the UK.
TikTok Shop has over 15 million sellers worldwide and over 500,000 merchants in the United States alone. The platform has approximately 55 million buyers in the United States.
This blog post will discuss TikTok Shop statistics in the US and worldwide.
Top TikTok Shop Statistics In 2024
- There are over 55 million TikTok Shoppers in the US.
- TikTok Shop has over 15 million sellers on the platform, and over 6 million new sellers joined in the last quarter of 2023.
- Indonesia has the highest number of TikTok shops with 54.3k active stores.
- The Beauty and Personal Care category dominates the category sales list with over 370.09 million sales globally.
- TikTok Shop generated a GMV of $11.09 billion worldwide in 2023.
- 37% of TikTok users have purchased at least once from TikTok Shop 2023
TikTok Shop User Demographics
TikTok Shop is expanding to more regions in the coming future. According to various surveys, the platform's user base is also expanding to different age groups in all countries including the US. Below we have compiled a variety of TikTok Shop user demographics data that will intrigue you.
1. Number of TikTok Shoppers
There are over 55 million TikTok Shop users in the US. These users are already the third-highest spenders in the country. By 2026, this number is expected to reach 67% of its user base, which is around 78.46 million. According to reports, the user base of TikTok is projected to have a CAGR of 5% from 2024 to 2026, which will increase the number of shoppers on the platform.
2. The gender gap in the TikTok user base is decreasing rapidly
TikTok globally has approximately 54.8% male users and 45.2% female users. In the United States, the platform has about 61.44% female users and 38.56% male users. The United States leads the TikTok Shop market, with over 60% of its users being female. This demographic trend has driven an increase in sales of products such as womenswear, underwear, beauty, and personal care items.
3. Over 18% of TikTok global users are female aged between 18 and 24 years
34.8% of TikTok’s users are Gen Z and females make up 15.9% of it. This also means that there is a high chance of 2 out of every 10 TikTok shoppers being Gen Z females. Take note of this if you’re a TikTok seller.
The second largest age group on TikTok is 25 to 34 accounting for 34% of the total user base, out of which 14.9% are female and 19.1% are male. People aged over 55 make up only 7.4% of TikTok’s user base.
4. The United States is the second largest market for TikTok
TikTok has over 120.5 million users in the United States making it the second largest market for TikTok after Indonesia with 157.6 million users. It is the only English-speaking country in the top ten. Following Indonesia and the US, there are Brazil, Mexico, and Vietnam with 105.2 million, 77.54 million, and 65.64 million users, respectively.
The table below shows the TikTok user base by country:
| Countries | Number of TikTok users |
| Indonesia | 157.6 million |
| United States | 120.5 million |
| Brazil | 105.2 million |
| Mexico | 77.54 million |
| Vietnam | 65.64 million |
| Pakistan | 62.05 million |
| Philippines | 56.14 million |
| Russian Federation | 56.01 million |
| Thailand | 50.81 million |
| Bangladesh | 41.14 million |
| Egypt | 37.65 million |
| Turkey | 37.5 million |
| Iraq | 33.17 million |
5. A quarter of the Gen Z population in the US have discovered a new product/brand on TikTok
25% of the Gen Z population in the country have reported discovering new brands on TikTok Shop. In comparison, only 4% of millennials and older consumers in the country found new brands on the platform.
Following TikTok, are platforms, like YouTube, Instagram, and Amazon, where 19%, 9%, and 4% of Gen Z shoppers discover new brands/products, respectively.
6. More than half of TikTok’s Gen Z users discovered new brands through ads on the platform
57% of Gen Z TikTok users in the US reported ads have helped them find new brands or products on TikTok. This offers marketers an unparalleled opportunity to reach Gen Z users effectively.
7. Gen Z shoppers are 3 times more likely to spend on TikTok Shop than an average buyer
Gen Z consumers aged 18-24 are 3.2 times more likely to purchase at TikTok Shop than the average shopper. The likeliness gets lower as we move further in the age groups. Shoppers aged above 55 are least likely to purchase TikTok.
| Age Group | Shoppers likely to shop on TikTok Shop vs. Avg. Buyer |
| 18-24 years | 3.2x |
| 25-34 years | 1.8x |
| 35-44 years | 1.3x |
| 45-54 years | 1.1x |
| 55-64 years | 0.7x |
| 65+ year | 0.3x |
8. Over two-thirds of the adult US Gen Z population purchases on TikTok Shop and YouTube
Most Gen Z in the US prefer buying directly on Instagram, with 71% making purchases there. TikTok and YouTube follow in the second spot with 68% votes each. Compared to the Gen Z population, 39% of the total shoppers in the country purchase on TikTok Shop.
9. Gen Z’s buying experience on TikTok Shop is highly influenced by the community
Gen Z customers are 1.8 times more likely to be influenced by the community to make purchases on TikTok Shop than on other online marketplaces.
TikTok Shop Statistics: Sales And Products
TikTok Shop has been a huge success since its launch. The platform's popularity has skyrocketed due to its easy-to-buy interface. Let's check out some popular TikTok eCommerce statistics.
10. Number of Sellers on TikTok
According to its first TikTok Shop Safety Report, there were over 15 million registered sellers on the platform globally at the end of 2023. Also, from July to December 2023, more than 6 million sellers were on boarded onto TikTok’s eCommerce platform.
TikTok Shop is planning to expand its reach to 5 more countries, including Germany, France, Mexico, Spain, and Italy, with this it will have its presence in 13 countries worldwide. This will help it add millions more new sellers to its platform.
11. TikTok Shop has seen a staggering 250% increase in registered sellers in the US from September to December 2023
TitTok data reveals that TikTok Shop had more than 500,000 registered sellers on its platform as of December 2023. This is a growth of 300K from its September 2023 data, which was 200,000.
12. 20.52% of registered TikTok stores are in Indonesia
TikTok Shop has more than 54.28K active stores in Indonesia, the highest in the world. On the 2nd and 3rd spot, Thailand and Vietnam have over 48.37K and 46.38K registered stores, respectively.
The table below shows the number of TikTok registered shops in different countries:
| Countries | Registered TikTok Shop Stores | Percentage |
| Indonesia | 54.28K | 20.52% |
| Thailand | 48.37K | 18.29% |
| Vietnam | 46.38K | 17.54% |
| Malaysia | 34.23K | 12.94% |
| United States | 31.29K | 11.83% |
| Philippines | 30.78K | 11.64% |
| UK | 16.38K | 6.19% |
| Singapore | 2.74K | 1.04% |
| Saudi Arabia | 24 | <0.01% |
| China Taiwan | 2 | <0.01% |
| Others | 12 | <0.01% |
13. The US ranks 5th worldwide on the list of registered stores on TikTok Shop
Since its launch in 2023, over 31,290 stores have registered on TikTok Shop in the United States. With this, the country is in the 5th position on the list of the total no. of TikTok Shops by country. Reports suggest that the US comprises around 11.83% of the total TikTok Shop registered stores globally.
14. The majority of TikTok Shops globally are in the Womenswear and Underwear category
The Womenswear and Underwear category accounts for 5.64% of the total TikTok Shops by category list worldwide with more than 14.93K stores. Following it, the Beauty and Personal Care and Home Supplies categories have over 14.79K and 13.58K stores, respectively.
Here is the table of the total number of stores under different categories registered on TikTok Shop worldwide:
| Categories | Registered TikTok Shop Stores | Percentage |
| Womenswear and Underwear | 14.93K | 5.64% |
| Beauty and Personal Care | 14.79K | 5.59% |
| Home Supplies | 13.58K | 5.13% |
| Menswear and Underwear | 13.43K | 5.08% |
| Fashion Accessories | 13.25K | 5.01% |
| Muslim Fashion | 12.95K | 4.90% |
| Food and Beverages | 12.62K | 4.77% |
| Phones and Electronics | 12.5K | 4.72% |
| Shoes | 12.23K | 4.62% |
| Sports and Outdoor | 11.89K | 4.50% |
| Others | 132.34K | 50.03% |
15. Perfume is the most searched item on TikTok shops globally
With 170,000 searches every month, perfumes are the most popular product on TikTok Shop globally. Following that, we have Cases, Screen Protectors, and Stickers, as well as T-shirts, which have 168K and 146K searches, respectively. These products have experienced 14% and 20% growth, respectively, compared to the previous month's trend.
Here is a table showing the most popular items on TikTok Shop:
| Product | Popularity | Increase in Popularity |
| Perfume | 170K | 8% |
| Cases, Screen Protectors and Stickers | 168K | 14% |
| T-Shirts | 146K | 20% |
| Casual Dresses | 122K | 8% |
| Serums and Essences | 118K | 8% |
16. Beauty and Personal Care is the most sold category on TikTok Shop
With over 370.09 million sales globally, the Beauty and Personal Care category accounts for around 18.65% of all TikTok shop sales. Womenswear and Underwear and Food and Beverages are next to the Beauty and Personal Care category with a sale of approximately 284.86 million and 138 million, respectively.
The table below shows the global sales number of different categories on TikTok Shop:
| Product Categories | Total items sold | Percentage |
| Beauty and Personal Care | 370.09 million | 18.65% |
| Womenswear and Underwear | 284.86 million | 14.36% |
| Food and Beverages | 138 million | 6.96% |
| Home Supplies | 137.47 million | 6.93% |
| Fashion Accessories | 97.93 million | 4.94% |
| Muslim Fashion | 96.92 million | 4.88% |
| Menswear and Underwear | 94.9 million | 4.78% |
| Baby and Maternity | 90.72 million | 4.57% |
| Shoes | 77.82 million | 3.92% |
| Phones and Electronics | 68.97 million | 3.48% |
17. Thailand accounts for 26% of all TikTok shop sales
TikTok Shop globally sold around 1.98 billion products, with Thailand leading at 512.79 million, followed by the Philippines at 500.51 million and Malaysia at 311.03 million. The United States stands at the sixth position in the list with 45 million products sold in 2023.
Here is the table with all the sales data of TikTok Shop in different countries:
| Country | Total Sales Number | Percentage |
| Thailand | 512.79 million | 25.84% |
| Philippines | 500.51 million | 25.22% |
| Malaysia | 311.03 million | 15.67% |
| Vietnam | 296.21 million | 14.93% |
| Indonesia | 272.9 million | 13.75% |
| United States | 45 million | 2.27% |
| UK | 42.39 million | 2.14% |
| Singapore | 3.4 million | 0.17% |
| Saudi Arabia | 10.23 thousand | <0.01% |
| Netherlands | 68 | <0.01% |
18. TikTok Shop charges 6% to 8% as sellers' fees on each order
TikTok Shop increased the sellers’ fees on each order from 6% to 8% in July 2024. Compared to TikTok Shop’s referral fees, the Amazon seller fees range from 8% to 20%. TikTok Shop and Amazon’s referral fees vary from category to category and have a minimum referral amount of $0.30.
TikTok Shop Revenue Statistics
As TikTok Shop’s popularity is increasing daily, its revenue is also growing rapidly. Since its launch, the platform has onboarded thousands of new sellers along with millions of new shoppers. Here are some of the interesting TikTok Shop revenue stats for you to check.
19. TikTok Shop’s total Gross Merchandise Value (GMV) was $11.09 billion in 2023
TikTok’s eCommerce platform generated a GMV of $11.09 billion across all operational countries in 2023. Reports indicate TikTok aims to reach a $20 billion GMV in 2024, with Indonesia and other South Asian markets contributing to this target.
The top 5 product categories in TikTok Shop that generated the highest GMV are Beauty and Personal Care, Womenswear and Underwear, Menswear and Underwear, Food and Beverages, and Health. They combinedly generated around 55.39% of TikTok Shop's global GMV which is $6.13 billion.
20. What is TikTok Shop revenue in the US in 2024?
TikTok was able to sell products worth $1 billion in the United States in the first 6 months of its launch. Various reports suggested that the platform is now attempting to reach the target of $17.5 billion GMV in 2024, giving tough competition to Amazon.
TikTok Shop's first holiday season sale in the US was a huge success as over 5% of all Americans used it to purchase gifts, out of which around 15% were Gen Z and 8% were millennials. Regardless of the threat of getting banned in the United States, TikTok is very positive about its eCommerce operations in the country.
21. In November 2023, US shoppers increased their spending on TikTok Shop by $100 million compared to October
TikTok Shop achieved a GMV of $363 million in the United States in November 2023. This is an impressive 72% increase from October's figure of $260 million. This jump can be mainly because of an increase in shopping frequency during Black Fridays and Cyber Mondays.
Here is a graph showing the monthly GMV of TikTok Shop in the first three months after launch:
22. TikTok Shops contributed to 68.1% of the total social commerce GMV in the US
TikTok Shop holds 68.1% of the social shopping GMV in the US, while Whatnot, a Livestream shopping app, follows with 31%. Facebook Shop, Flipp App, and Instagram Checkout combined account for less than 1% of the social shopping GMV.
23. The Beauty and Personal Care category contributes $2.49 billion to the global TikTok Shop GMV
The Beauty and Personal Care category generates the highest gross merchandise value (GMV) of $2.49 billion out of all the categories. This figure is 22.50% of the total TikTok Shop GMV worldwide, followed by Womenswear and Underwear and Menswear and Underwear categories, generating $1.39 billion and $893.54 million of GMV.
The table below shows the global GMV contributions of different categories of TikTok Shop:
| Category | GMV | GMV Share |
| Beauty and Personal Care | $2.49 billion | 22.50% |
| Womenswear and Underwear | $1.39 billion | 12.56% |
| Menswear and Underwear | $893.54 million | 8.06% |
| Food and Beverages | $759.84 million | 6.85% |
| Health | $600.42 million | 5.42% |
| Muslim Fashion | $506.00 million | 4.56% |
| Home Supplies | $457.50 million | 4.13% |
| Phones and Electronics | $430.50 million | 3.88% |
| Baby and Maternity | $412.59 million | 3.72% |
| Shoes | $403.50 million | 3.64% |
24. Thailand is the top contributor to global TikTok Shop GMV, accounting for 25.66%
TikTok Shop's global GMV stands at $11.09 billion in 2023 and 25.66% of this comes from Thailand. The country generates $2.85 billion, the highest among all countries, followed by Vietnam and Malaysia with $2.31 billion and $1.63 billion, respectively. The US contributes around $853.82 million to the TikTok Shop global GMV.
Here is the TikTok Shop's GMV share by different countries:
| Country | GMV Amount | GMV Share |
| Thailand | $2.85 billion | 25.66% |
| Vietnam | $2.31 billion | 20.79% |
| Malaysia | $1.63 billion | 14.68% |
| Philippines | $1.44 billion | 12.98% |
| Indonesia | $1.34 billion | 12.05% |
| United States | $853.82 million | 7.70% |
| UK | $603.35 million | 5.44% |
| Singapore | $76.07 million | 0.69% |
| Saudi Arabia | $24.51 thousand | <0.01% |
| Netherlands | $658 | <0.01% |
25. The US contributed $65 million in TikTok's global revenue from its iOS app
TikTok generated around $302.88 million from its iOS app in China, the highest in the world. The US is in the second spot contributing around $65 million in revenue, followed by Japan and Switzerland with approximately $28.7 million and $8.87 million, respectively.
All these figures are from October to December 2023.
The table below shows the data of TikTok's revenue from its iOS app in different countries:
| Country | Revenue Generated |
| China | $302.88 million |
| United States | $65.02 million |
| Japan | $28.7 million |
| Switzerland | $8.87 million |
| Germany | $8.84 million |
| Saudi Arabia | $8.56 million |
| United Kingdom | $8.54 million |
| Taiwan | $6.44 million |
| United Arab Emirates | $5.84 million |
| France | $5.4 million |
TikTok Shopping Trends: Users’ Behavior
TikTok shopping trends change regularly according to its shoppers' behaviors. This helps brands develop new marketing strategies for TikTok Shop users to increase their sales number. Here are some of the most interesting TikTok Shopping trends.
26. 4 out of 10 US shoppers have purchased atleast once on TikTok
Around 37% of TikTok Shop users in the United States have bought atleast once from it in 2023. This is a 37.04% increase from the previous year and a whopping 311% increase from 2020. With the rising popularity of TikTok Shop in the country, this data is expected to grow in 2024 and reach 50% in 2024.
27. Over 35% of US online buyers use TikTok Shop once a week
1 out of 3 US online shoppers have used TikTok Shop to browse their favorite products atleast once a week. Whereas, around 1 out of 4 have purchased a product from the platform.
28. 20% of US Amazon sellers plan to expand to TikTok Shop in 2024
Due to the rising GMV and social commerce, 1/5th of Amazon sellers plan to expand to TikTok Shop along with other platforms with Walmart leading the list with 36%.
Here is the table to show the platforms that Amazon sellers plan to expand to in 2024:
| Platform | % of Amazon Sellers Plan to Expand to |
| Walmart | 36% |
| Shopify | 35% |
| eBay | 33% |
| Etsy | 22% |
| TikTok Shop | 20% |
| 18% | |
| Facebook Marketplace | 17% |
| Alibaba | 15% |
| Target | 7% |
| SHEIN | 6% |
29. 55% of TikTok users make impulsive purchases
42% of online social media users in the US are known to make impulsive purchases. Platform-wise, 55% of US TikTok users have done impulse buying in the past 12 months, followed by Instagram and Facebook, with 46% and 45%, respectively.
30. Over 70% of US TikTok users purchase products that they see in TikTok
TikTok content creators have influenced more than 78% of US users to buy products that are featured in any of their videos. This shows why 40% of marketers partnered with influencers in their marketing strategies.
31. 32% of TikTok users purchase products to fit in their friend circle and community
Around one-third of the total TikTok users go with the hype of a product in the community and buy it to fit in the community or as everyone is talking about it.
32. 5 out of 10 TikTok users felt joyful after purchasing a product on the platform
50% of users reported that they were happy or excited about their purchases from the TikTok Shop. This figure is 25% higher than any other social media platform.
33. More than 60% of TikTok users discover new brands on the platform
61% of TikTok users come across new products or brands 1.5 times more than any other social media platform.
34. TikTok users are more likely to discover new brands on the platform through celebrities
Nearly 48% of TikTok users discover new products or brands from public figures or celebrities, followed by creators (25%) and hashtags (23%).
35. 50% of TikTok users use it to research new products and brands
TikTok search capabilities are improving as 1 in 2 of its users come to the platform to learn more about new or upcoming products.
36. The majority of TikTok shop sales come from its existing customers
81.3% of TikTok Shop's total sales in February 2024 from its existing users, marking a 17.3% increase from its November 2023 sales figure.
37. Over a quarter of Shein users visited and shopped at TikTok Shop
28% of Shein users purchased on TikTok Shop, this is one of the highest overlaps among all general apparel stores.
The table below shows the number of users from different platforms who made some purchases on TikTok Shop:
| Platform | No. of its Users Purchased on TikTok Shop |
| Shein | 28% |
| Temu | 25% |
| Etsy | 17% |
| eBay | 14% |
| Amazon | 12% |
38. TikTok Shop customers are as price-conscious as other online buyers
TikTok Shop users have spent 26% of their apparel budget at off-price department stores and 11% at fast fashion retailers. This expenditure is similar to non-TikTok Shoppers' 24% and 7% spending.
Conclusion
TikTok Shop, despite being the newest member in the social media eCommerce market, has gained immense popularity among Gen Z buyers. The platform has established a strong presence in Southeast Asian countries such as Thailand and Malaysia.
Within the first six months of its launch in the US, TikTok Shop has generated a significant Gross Merchandise Volume (GMV) and plans to expand its services to more regions globally. There are also some speculations about the platform getting banned in the US; however, TikTok Shop has a bright future in the eCommerce industry as it effectively combines entertainment with business.
