Xin Ou
Research expert covering Greater China
TikTok Shop – statistics & facts
TikTok is pioneering a new era in social commerce. In recent years, TikTok added e-commerce features to its platform, called TikTok Shop, enabling users to make purchases without leaving the app. This integration has given rise to an innovative model of online commerce where social interaction, entertainment, and shopping seamlessly converge to create a unique ecosystem. Since its launch, TikTok Shops gross merchandise value (GMV) has skyrocketed from roughly one billion U.S. dollars in 2021 to an astonishing 33 billion in 2024.
When looking at which products perform the best on TikTok Shops worldwide, the beauty and personal care category stands out. In 2024, the wellness category generated almost 2.5 billion U.S. dollars in GMV worldwide, representing about 370 million products sold. In the United States, beauty and personal products constitute the largest GMV share, accounting for over one-fifth of sales. The same is true for Southeast Asia, where especially in Singapore, the beauty, health and personal care category represents nearly three-fifths of all sales.
As social commerce is set to expand globally in the coming years, there is no doubt that TikTok will remain a key player. Although TikTok’s future in the United States remains uncertain, the platform continues to thrive in Southeast Asia and recent development in Europe shows no signs of the app slowing down its commerce quest.
Main markets and product categories
As social commerce has its roots in Asia, it is not surprising that Southeast Asia is one of TikTok’s most successful shopping markets. In 2024, stores from Indonesia, Thailand, Vietnam, and Malaysia comprised the bulk of TikTok Shops worldwide. For example, shops in Indonesia made up around one-fifth of the total number of TikTok Shops worldwide. Nevertheless, the United States is TikTok’s biggest e-commerce market in terms of sales. In 2024, sales from the United States generated around nine billion U.S. dollars in GMV, compared to Indonesia’s 6.2 billion U.S. dollars.When looking at which products perform the best on TikTok Shops worldwide, the beauty and personal care category stands out. In 2024, the wellness category generated almost 2.5 billion U.S. dollars in GMV worldwide, representing about 370 million products sold. In the United States, beauty and personal products constitute the largest GMV share, accounting for over one-fifth of sales. The same is true for Southeast Asia, where especially in Singapore, the beauty, health and personal care category represents nearly three-fifths of all sales.
Instability in the U.S., expanding in Europe
TikTok has seen great success in the United States, but the app is facing a nationwide ban unless its Chinese owner, ByteDance, finds an American buyer. On the other side of the world, however, TikTok keeps expanding its e-commerce presence. The United Kingdom (UK) was one of the platform’s earliest e-commerce adaptors back in 2021, and in late 2024, TikTok Shop opened in Spain and Ireland. TikTok’s European takeover continues, as in early 2025 the app established TikTok Shops in France, Germany, and Italy.As social commerce is set to expand globally in the coming years, there is no doubt that TikTok will remain a key player. Although TikTok’s future in the United States remains uncertain, the platform continues to thrive in Southeast Asia and recent development in Europe shows no signs of the app slowing down its commerce quest.
