41+ TikTok Shop Usage and Financials Statistics (2026)
TikTok is the world's fifth-biggest social media platform with over 1.9 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 e-commerce 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 18 countries.
TikTok Shop has over 15 million sellers worldwide and over 475,000 merchants in the United States alone. The platform has approximately 71.4 million buyers in the United States.
This blog post will discuss TikTok Shop statistics in the US and worldwide.
Top TikTok Shop Statistics In 2026
- There are over 71.4 million TikTok Shoppers in the US.
- TikTok Shop has over 15 million sellers on the platform.
- Indonesia has the highest number of TikTok shops with an estimated 515k 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 $64.3 billion worldwide in 2025.
- 45.5% of TikTok users have purchased at least once from TikTok Shop in 2024.
TikTok Shop User Demographics
TikTok Shop is expanding to more regions in the near 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.
Number of TikTok Shoppers
There are over 71.4 million TikTok Shop users in the US. These users are already the third-highest spenders in the country. By the end of 2026, this number is expected to reach 67% of its user base, which is around 80.4 million.
TikTok shop's userbase is projected to have a CAGR of 5% until 2027.
The gender gap in the TikTok user base is decreasing rapidly
TikTok globally has approximately 55.7% male users and 44.3% 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 women’s wear, underwear, beauty, and personal care items. Shoppers interested in these categories can leverage TikTok Promo Codes to avail discounts and enhance their shopping experience.
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 14.6% are female and 20.7% are male. People aged over 55 make up only 7.4% of TikTok's user base.
The United States is the second-largest market for TikTok
TikTok has approximately 148 million users in the United States, making it the second-largest market for TikTok. Indonesia ranks first, with around 180 million users. Following Indonesia and the US, there are Brazil, Mexico, and Vietnam with approximately 130.8 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 | 180.1 million |
| United States | 148 million |
| Brazi | 130.8 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 |
A quarter of the Gen Z population in the US has discovered a new product/brand on TikTok
25% of the Gen Z population in the country has 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.
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 that ads have helped them find new brands or products on TikTok. This offers marketers an unparalleled opportunity to reach Gen Z users effectively. This figure will keep on increasing in the future as the total number of TikTok users grows in the United States, allowing marketers to push ads to a wider audience base.
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 likelihood gets lower as we move further in the age groups. Shoppers aged above 55 are the least likely to purchase TikTok.
| Age Group | Shoppers likely to shop on TikTok Shop vs. Average 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 |
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.
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-use interface. Millions of sellers globally joined TikTok Shop to sell their products. With the platform getting launched in newer markets, more sellers will also join it. Let’s check out some popular TikTok eCommerce statistics.
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 2024. Also, from July to December 2023, more than 6 million sellers were onboarded onto TikTok’s eCommerce platform.
TikTok Shop has expanded its reach across Europe, with markets including Germany, France, Italy, Spain, Ireland, Poland, Netherlands, Belgium, and Austria. With this, it now has its presence in 18+ countries worldwide. This expansion continues to add millions more new sellers to its platform.
TikTok Shop has seen a staggering 5000% increase in registered sellers in the US from September to December 2023
Official data reveals that TikTok Shop has more than 500,000 registered sellers on its platform as of 2026. This is a growth of 300K from its September 2023 data, which was 200,000.
28% of registered TikTok stores are in Indonesia
TikTok Shop has more than 515K estimated stores in Indonesia, the highest in the world. In the 2nd and 3rd spots, Thailand and Vietnam have over 470K and 431K estimated registered stores, respectively.
The table below shows the number of TikTok registered shops in different countries:
| Countries | Registered TikTok Shop Stores | Percentage |
| Indonesia | 515K | 28% |
| United States | 500K | 27% |
| Thailand | 470K | 25% |
| Vietnam | 431K | 23% |
| Malaysia | 34.23K | 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% |
The US ranks 2nd worldwide on the list of registered stores on TikTok Shop
Since its launch in 2023, over 500k stores have registered on TikTok Shop in the United States. With this, the country is in the 2nd 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.
The majority of TikTok Shops globally are in the Women's Wear and Underwear category
The Women's wear 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% |
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% |
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. Women's wear and Underwear and Food and Beverages are next to the Beauty and Personal Care category with sales of approximately 284.86 million and 138 million, respectively.
The table below shows the global sales numbers 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% |
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 in sixth position on 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% |
TikTok Shop charges 6% to 8% as sellers’ fees on each order
TikTok Shop currently charges a standard referral fee of 6% per order across most product categories in the US as of 2026, with rates varying by category and market.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. Currently, TikTok Shop is one of the top platforms where shoppers have increased their spending. This has had a positive impact on the platform's GMV globally. Here are some of the interesting TikTok Shop revenue stats for you to check.
TikTok Shop’s total Gross Merchandise Value (GMV) was $64.3 billion in 2025
TikTok's eCommerce platform generated a GMV of $64.3 billion across all operational countries in 2025, almost doubling its 2024 GMV of $33.2 billion. Reports indicate TikTok Shop is projected to reach $112.2 billion GMV in 2026, 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, Women's Wear 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.
What is TikTok Shop's revenue in the US?
TikTok was able to sell products worth $1 billion in the United States in the first 6 months of its launch. The platform achieved approximately $15.1 billion in GMV in 2025, representing 68% year-over-year growth, and is on track to surpass $20 billion in 2026 according to eMarketer, 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. Following the resolution of US regulatory uncertainty in January 2026 through a joint venture transferring 80.1% ownership to American investors led by Oracle, Silver Lake, and MGX, TikTok is very positive about its e-commerce operations in the country.
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:
TikTok Shops captured 18.2% of total US social commerce sales in 2025
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.
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 Women's Wear 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% |
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. Around half of the buyers in the United States have used TikTok for shopping purposes at least once. This helps brands develop new marketing strategies for TikTok Shop users to increase their sales numbers. Even sellers from other major e-commerce platforms are planning to expand their operations to TikTok Shop. Here are some of the most interesting TikTok Shopping trends.
4 out of 10 US shoppers have purchased at least once on TikTok
Around 45.5% of TikTok Shop users in the United States have bought at least once from it in 2025. This is a 3.9% increase from the previous year and a whopping 400%+ increase from 2020. With the rising popularity of TikTok Shop in the country, this data is expected to reach 50% by 2026 per eMarketer projections.
Over 35% of US online buyers use TikTok Shop once a week
1 out of 3 US online shoppers has used TikTok Shop to browse their favorite products at least once a week. Whereas, around 1 out of 4 have purchased a product from the platform.
24% of US Amazon sellers plan to expand to TikTok Shop in 2026
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% |
| TikTok Shop | 24% |
| Etsy | 22% |
| 18% | |
| Facebook Marketplace | 17% |
| Alibaba | 15% |
| Target | 7% |
| SHEIN | 6% |
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.
Over 70% of US TikTok users purchase products that they see on 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.
32% of TikTok users purchase products to fit in their friend circle and community
Around one-third of the total TikTok users follow the hype of a product in the community and buy it to fit in the community, or because everyone is talking about it.
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.
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 on any other social media platform.
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%).
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.
The majority of TikTok shop sales come from its existing customers
81.3% of TikTok Shop’s total sales in February 2024 came from its existing users, marking a 17.3% increase from its November 2023 sales figure.
Over a quarter of Shein users visited and shopped at TikTok Shop
28% of Shein users purchased on TikTok Shop, which 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 | Number of its Users who Purchased on the TikTok Shop |
| Shein | 28% |
| Temu | 25% |
| Etsy | 17% |
| eBay | 14% |
| Amazon | 12% |
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 e-commerce industry as it effectively combines entertainment with business.
FAQs
How to buy from TikTok Shop USA?
Here's how to shop on TikTok Shop USA:
- Open the TikTok app and tap the Shop tab.
- Browse or click product links.
- Choose options, tap Add to Cart or Buy Now.
- Enter shipping, payment, and place the order.
What category sells the most on TikTok Shop?
Beauty and Personal Care is the top-selling category on TikTok Shop, capturing about 22.50% of the total market share. Over the past year, it generated approximately $2.49 billion in GMV, outperforming fashion, health, and electronics.
How big is the TikTok Shop market?
According to reports, TikTok Shop's global GMV reached $64.3 billion in 2025, nearly doubling from $33.2 billion in 2024. By the end of 2026, the platform's GMV is expected to reach approximately $112.2 billion.
Which country uses TikTok Shop the most?
Based on the latest data, Indonesia continues to lead TikTok Shop in sales volume globally, while the US has become the largest single market by GMV value with approximately $15.1 billion. When it comes to any region, Southeast Asia is the largest regional market for the platform by sales volume, generating approximately $45.6 billion in GMV in 2025.
