Regardless of the unending drama over whether or not to ban the app, President Donald Trump’s unstable tariff regime, and government shake-ups, TikTok’s ecommerce division remains to be seeing huge development.
TikTok doesn’t disclose mixture gross sales figures, however the value and gross sales quantity of particular person merchandise are seen on the app. Based mostly on that knowledge, the analytics agency EchoTik estimates TikTok Store offered $19 billion value of merchandise globally from July via September of this yr. America, 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, take into account 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 pace of development is exceptional.
“Now we have largely targeted on TikTok from this viewpoint 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 brief movies on TikTok making an attempt on garments or utilizing residence devices and embody hyperlinks to purchase the merchandise on the identical platform. It creates a way more simple expertise for shoppers, who can see actual individuals testing merchandise as an alternative of needing to wade via written evaluations on conventional ecommerce websites.
Ivy Yang, the founding father of Wavelet Technique, a strategic public relations consultancy, says she not too long ago purchased a dust-mite-removing vacuum on Amazon shortly earlier than she scrolled previous a TikTok Store video that includes an analogous 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 procuring on TikTok. “I have to see the way it works in motion,” Yang explains.
In idea, that’s what makes livestream procuring much more fashionable, at the very least in China, as a result of now influencers can tout merchandise on digital camera in actual time, and there’s little enhancing concerned which may masks any potential product defects. In recent times, livestream procuring has fully reshaped how individuals purchase issues in China and has develop into one in all ByteDance’s major income pillars. However regardless of how onerous TikTok has tried, it merely hasn’t been in a position to replicate that success within the US. Kaziukėnas says that TikTok Store’s efficiency probably nonetheless falls wanting ByteDance’s expectations, particularly in terms of livestream procuring.
