TikTok Shop GMV surpassed $33 billion globally in 2025, marking a 115% increase from $15.4 billion in 2024 and establishing TikTok as the fastest-growing social commerce platform in the world. The integration of shopping directly into the TikTok content feed has created a new revenue stream for creators, with affiliate commissions and direct sales generating an estimated $3.2 billion in creator earnings. By 2028, TikTok Shop GMV is projected to exceed $80 billion as the platform expands into additional markets and deepens its product catalog.
Key Findings
TikTok Shop's growth trajectory is unprecedented among social commerce platforms. Our analysis of quarterly GMV data, category performance, and geographic expansion reveals several defining trends.
The United States became TikTok Shop's largest single market in Q3 2025, surpassing Indonesia for the first time. US GMV reached an estimated $12.5 billion in 2025, up from $4.2 billion in 2024, fueled by aggressive seller onboarding, subsidized shipping programs, and the integration of Shop features into the For You Page algorithm.
Southeast Asia remains the largest regional market collectively, contributing approximately $14 billion in GMV across Indonesia, Thailand, Vietnam, Philippines, and Malaysia. Indonesia alone accounts for roughly $8 billion, driven by the platform's early launch in 2021 and deep penetration into the Indonesian retail market.
Beauty and personal care is the dominant product category, accounting for 32% of total GMV. Fashion and apparel follows at 24%, with home and living at 14%. These three categories together represent 70% of all TikTok Shop transactions globally.
Creator-driven sales (through affiliate links and creator storefronts) account for approximately 45% of total GMV. The remaining 55% comes from brand-operated shops and paid advertising. This creator share has been declining slightly as more brands invest in their own TikTok Shop presence, but the absolute volume of creator-driven sales continues to grow rapidly.
The average order value on TikTok Shop is $28 globally, though this varies significantly by market — US average order value is $38, while Southeast Asian markets average $18 to $22. These relatively low order values reflect TikTok Shop's strength in impulse purchases and affordable consumer goods.
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TikTok Shop GMV Growth Data and Projections — Primary Data
Quarterly GMV
The table below tracks TikTok Shop's quarterly GMV from its early rollout through Q4 2025, with projections for 2026.
| Quarter | Global GMV | US GMV | Southeast Asia GMV | UK/Europe GMV | QoQ Growth |
|---|---|---|---|---|---|
| Q1 2023 | $1.8B | $200M | $1.4B | $200M | — |
| Q2 2023 | $2.5B | $400M | $1.8B | $300M | +39% |
| Q3 2023 | $3.2B | $800M | $2.0B | $400M | +28% |
| Q4 2023 | $4.5B | $1.2B | $2.7B | $600M | +41% |
| Q1 2024 | $2.8B | $700M | $1.6B | $500M | -38% |
| Q2 2024 | $3.5B | $900M | $2.0B | $600M | +25% |
| Q3 2024 | $4.2B | $1.1B | $2.3B | $800M | +20% |
| Q4 2024 | $5.8B | $1.5B | $3.2B | $1.1B | +38% |
| Q1 2025 | $5.2B | $2.0B | $2.2B | $1.0B | -10% |
| Q2 2025 | $7.0B | $2.8B | $2.8B | $1.4B | +35% |
| Q3 2025 | $9.5B | $3.5B | $4.0B | $2.0B | +36% |
| Q4 2025 | $11.8B | $4.2B | $5.0B | $2.6B | +24% |
| Q1 2026 (proj.) | $8.5B | $3.5B | $3.2B | $1.8B | -28% |
| Q2 2026 (proj.) | $10.5B | $4.2B | $4.0B | $2.3B | +24% |
Seasonal patterns are clearly visible in the data. Q4 consistently delivers the highest GMV due to holiday shopping, while Q1 drops sharply as consumer spending normalizes. The Q4 2025 figure of $11.8 billion represents the single largest quarter in TikTok Shop history, driven by Black Friday, Cyber Monday, and holiday gifting demand.
Year-over-year growth tells the most compelling story. Full-year GMV grew from approximately $12 billion in 2023 (partial year for US) to $15.4 billion in 2024 and $33.5 billion in 2025. The 2024-to-2025 acceleration reflects the US market reaching scale and aggressive expansion into European markets.
Category Breakdown
Product category performance on TikTok Shop reflects the platform's demographic skew toward younger consumers and the visual nature of short-form video commerce.
| Category | Share of GMV | Avg. Order Value | Creator Affiliate Share | YoY Growth |
|---|---|---|---|---|
| Beauty & Personal Care | 32% | $24 | 55% | +95% |
| Fashion & Apparel | 24% | $32 | 50% | +120% |
| Home & Living | 14% | $35 | 35% | +140% |
| Electronics & Accessories | 10% | $45 | 30% | +85% |
| Food & Beverages | 8% | $18 | 40% | +160% |
| Health & Wellness | 6% | $30 | 45% | +110% |
| Sports & Outdoor | 4% | $38 | 25% | +90% |
| Other | 2% | $22 | 30% | +70% |
Beauty and personal care dominates because the product format translates perfectly to short-form video demonstrations. "Get ready with me" (GRWM) videos, product reviews, and transformation content create natural purchase intent that converts at rates 2-3x higher than static product listings on traditional e-commerce platforms.
Fashion and apparel is the fastest-growing major category, with 120% year-over-year growth driven by haul videos, outfit-of-the-day content, and the rise of affordable fast-fashion brands that have built their distribution strategy entirely around TikTok Shop.
Home and living has the highest growth rate (140% YoY) but from a smaller base. Viral "TikTok made me buy it" home products — from cleaning gadgets to kitchen tools — generate impulse purchases at scale. The creator affiliate share in this category is lower (35%) because many home brands operate their own TikTok Shop storefronts with paid advertising.
TikTok Shop GMV Growth Data and Projections — Extended Data
The geographic expansion of TikTok Shop has followed a deliberate sequence that prioritizes markets with high mobile commerce adoption and strong creator ecosystems.
Geographic expansion timeline:
| Market | Launch Date | 2025 Est. GMV | Active Sellers |
|---|---|---|---|
| Indonesia | Q2 2021 | $8.0B | 2.5M |
| Thailand | Q3 2022 | $2.2B | 600K |
| Vietnam | Q3 2022 | $1.8B | 450K |
| Malaysia | Q4 2022 | $1.2B | 300K |
| Philippines | Q1 2023 | $1.0B | 250K |
| United Kingdom | Q3 2022 | $1.8B | 150K |
| United States | Q3 2023 | $12.5B | 500K |
| Spain | Q1 2025 | $400M | 40K |
| Ireland | Q1 2025 | $180M | 15K |
| Germany | Q2 2025 (est.) | $350M | 30K |
| France | Q3 2025 (est.) | $300M | 25K |
| Brazil | Q4 2025 (est.) | $250M | 35K |
Seller growth data shows accelerating merchant adoption. The total number of active sellers on TikTok Shop grew from approximately 1.5 million in 2023 to 5 million in 2025. Small and medium businesses make up 85% of the seller base, while major brands account for the remaining 15% but contribute approximately 40% of total GMV.
Commission rates and creator earnings vary by category. TikTok charges sellers a referral fee of 2% to 8% depending on the product category, while creator affiliates earn 10% to 20% commissions on sales they generate. The total take rate (TikTok's platform fee plus creator commission) ranges from 12% to 28% of GMV, positioning TikTok competitively against Amazon's marketplace fees (typically 15% to 20%).
Creator earnings from TikTok Shop are growing faster than any other creator revenue stream. The estimated $3.2 billion in creator Shop commissions in 2025 represents a 78% increase from $1.8 billion in 2024. For analysis of how this fits into the broader TikTok creator economy, see our market sizing data.
GMV projections through 2028 assume continued geographic expansion, no major regulatory disruptions, and increasing brand adoption of TikTok Shop as a primary sales channel.
| Year | Projected Global GMV | YoY Growth | Est. Creator Commissions |
|---|---|---|---|
| 2025 | $33.5B | +115% | $3.2B |
| 2026 | $50B | +49% | $4.8B |
| 2027 | $68B | +36% | $6.2B |
| 2028 | $82B | +21% | $7.5B |
Growth is expected to decelerate as the platform matures and larger markets reach penetration saturation. However, the absolute dollar growth remains substantial — adding $17 billion in GMV from 2025 to 2026 alone.
These projections make TikTok Shop a material competitor to established e-commerce platforms. For comparison, Shopify's total GMV was approximately $235 billion in 2025, and Amazon's third-party marketplace GMV exceeded $400 billion. TikTok Shop is still small relative to these giants, but its growth rate and integration with content creation give it a unique competitive advantage.
For creators evaluating whether to invest in TikTok Shop, the average earnings per view data shows that Shop commissions can add $0.50 to $2.00 per 1K views for creators in high-converting niches — a meaningful supplement to Creator Rewards Program payouts.
Methodology
The GMV data in this article is compiled from multiple sources due to TikTok's limited public financial disclosures.
Primary data sources include TikTok's publicly announced GMV milestones (such as its $20 billion global GMV target disclosed in 2024), quarterly transaction volume estimates from third-party e-commerce analytics platforms (Marketplace Pulse, Sensor Tower, and data.ai), and aggregated seller revenue data from TikTok Shop seller communities and forums.
Category and geographic breakdowns are estimated using product listing data scraped from TikTok Shop's public catalog, category-level transaction data shared by analytics partners, and regional GMV contributions reported in trade press and investor presentations.
Creator commission estimates are derived by multiplying estimated creator-driven GMV (approximately 45% of total) by average commission rates (10-20%) reported by our survey panel of 850+ TikTok Shop affiliate creators.
Projections use a weighted model combining TikTok's announced expansion plans, historical quarter-over-quarter growth rates by region, consensus social commerce growth forecasts from eMarketer and Statista, and seller onboarding rate trends.
Limitations. ByteDance does not publicly report audited TikTok Shop financials. Our GMV estimates carry an uncertainty margin of approximately plus or minus 15%. Seasonal patterns may shift as the platform matures and expands into markets with different holiday shopping cycles. All figures are in USD, converted at average quarterly exchange rates. For seasonal earnings patterns that affect Shop performance, see our dedicated analysis.
Calculate Your Own Numbers
TikTok Shop represents a significant and growing earnings opportunity for creators across product categories. Whether you sell your own products or earn commissions as an affiliate, understanding your profit margins is essential for building a sustainable Shop strategy.
Use the TikTok Shop profit calculator to model your expected earnings based on product category, average order value, commission rate, and estimated conversion rate. The calculator accounts for TikTok's platform fees and shows your net margin per sale.
If you are comparing TikTok Shop to other monetization methods, our TikTok Money Calculator provides a comprehensive view of earnings across all revenue streams — Creator Rewards, brand deals, live gifts, and Shop commissions — based on your audience size and engagement metrics.
For creators exploring multiple ways to earn on TikTok, TikTok Shop works best as part of a diversified monetization strategy. Combining Shop commissions with brand partnerships and Creator Rewards Program payments maximizes total earnings per viewer. Our guide on how to make money on TikTok walks through the implementation details for each revenue stream.