Xin Ou
Research expert covering Greater China
TikTok Shop in the United States – statistics & facts
Entertainment, shopping, and connecting all at once. TikTok has become a key social shopping hub, and in 2024, TikTok Shops worldwide generated 33 billion U.S. dollars in sales, of which nine billion originated from the United States. Therefore, the U.S. is TikTok’s biggest market, and the use of the app as a social commerce marketplace is growing. This popularity is, however, being threatened by the looming TikTok ban in the States, when on June 19th, 2025, the faith of the app will once again be up for debate.
Despite the impending ban on TikTok and its uncertain status in the United States since 2021, the app has thrived in sales and continues to expand its user base. Should TikTok secure American ownership, forecasts suggest that its U.S. social buyer user base could surpass 55 million by 2027, indicating that American consumers remain interested in using TikTok for social shopping.
TikTok Shop customers are young and loyal
In 2024, around one-third of the platform’s users in the United States made purchases from TikTok Shop. Of these, the majority were part of Generation Z. Around one-fourth of Zoomers used TikTok Shop daily, while around half used it at least once per week, and nearly nine out of ten visited it monthly. Unsurprisingly, Millennials were another age cohort who browsed the shop often, indicating that the youth are the main drivers of the app’s e-commerce feature.Consumers’ views on TikTok Shop
Approximately one-third of U.S. adults strongly support the TikTok ban, primarily due to concerns about security and privacy risks associated with using the app. However, only one percent more of users view TikTok Shop as less trustworthy than other e-commerce platforms. Users are hesitant to make purchases on TikTok mainly because they do not trust the app with their bank card details, lack of appealing products, and are concerned about product quality. In contrast, users are motivated to buy from TikTok Shop because of coupons and discounts, a desire to support small businesses, and a willingness to support creators they follow by purchasing their products.Multiple ways to conduct e-commerce on the app
TikTok Shop provides sellers with a variety of options for e-commerce, including shop tabs, live shopping, shop pages, and shoppable videos. In the United States, short-form video content continues to dominate on TikTok Shop, contributing to nearly 60 percent of the total gross merchandise value (GMV) share. Moreover, sales from online stores account for roughly 30 percent, while the remaining 10 percent comes from live-streaming content. In 2024, Micro Ingredients, Halara US, and Tarte Cosmetics emerged as top performers, with most of their sales coming from video content.Despite the impending ban on TikTok and its uncertain status in the United States since 2021, the app has thrived in sales and continues to expand its user base. Should TikTok secure American ownership, forecasts suggest that its U.S. social buyer user base could surpass 55 million by 2027, indicating that American consumers remain interested in using TikTok for social shopping.
