Regardless of the endless drama over whether or not to ban the app, President Donald Trump’s unstable tariff regime, and govt shake-ups, TikTok’s ecommerce division remains to be seeing huge progress.
TikTok doesn’t disclose combination gross sales figures, however the worth and gross sales quantity of particular person merchandise are seen on the app. Primarily based on that knowledge, the analytics agency EchoTik estimates TikTok Store bought $19 billion value of merchandise globally from July by way of September of this 12 months. The USA, its largest market, accounted for $4 billion to $4.5 billion in gross sales, a rise of about 125 % in comparison with the second quarter of 2025.
To place these numbers into perspective, think about that TikTok Store is now on the identical scale as eBay, which noticed $20.1 billion in whole gross sales within the final quarter. TikTok Store solely launched within the US in September 2023, whereas eBay has been round for over 30 years. That velocity of progress is exceptional.
“Now we have principally targeted on TikTok from this standpoint of the TikTok ban, and we now have nearly forgotten that TikTok Store’s share in US ecommerce simply continues to develop slowly,” says Juozas Kaziukėnas, an unbiased ecommerce analyst.
What You See Is What You Get
TikTok Store broke into the extraordinarily saturated ecommerce panorama within the US by excelling at an age-old platitude: present, don’t inform. Creators submit quick movies on TikTok attempting on garments or utilizing residence devices and embrace hyperlinks to purchase the merchandise on the identical platform. It creates a way more easy expertise for customers, who can see actual folks testing merchandise as a substitute of needing to wade by way of written critiques on conventional ecommerce websites.
Ivy Yang, the founding father of Wavelet Technique, a strategic public relations consultancy, says she just lately purchased a dust-mite-removing vacuum on Amazon shortly earlier than she scrolled previous a TikTok Store video that includes an identical product. She shortly realized the TikTok Store model had extra options, so she ordered it, tried it out, and returned the one from Amazon. To her, that’s the attraction of buying on TikTok. “I must see the way it works in motion,” Yang explains.
In concept, that’s what makes livestream buying much more in style, at the very least in China, as a result of now influencers can tout merchandise on digicam in actual time, and there’s little enhancing concerned which may masks any potential product defects. Lately, livestream buying has fully reshaped how folks purchase issues in China and has turn out to be one in all ByteDance’s important income pillars. However regardless of how exhausting TikTok has tried, it merely hasn’t been capable of replicate that success within the US. Kaziukėnas says that TikTok Store’s efficiency probably nonetheless falls in need of ByteDance’s expectations, particularly on the subject of livestream buying.
