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. Primarily based on that information, the analytics agency EchoTik estimates TikTok Store bought $19 billion price of merchandise globally from July by means of September of this yr. 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 development is outstanding.
“Now we have largely centered 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 quick movies on TikTok attempting on garments or utilizing house devices and embody hyperlinks to purchase the merchandise on the identical platform. It creates a way more easy expertise for shoppers, who can see actual folks testing merchandise as a substitute of needing to wade by means of written critiques 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 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 fashionable, a minimum of 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. In recent times, livestream buying has utterly reshaped how folks purchase issues in China and has turn into considered one of ByteDance’s fundamental income pillars. However regardless of how exhausting 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 possible nonetheless falls in need of ByteDance’s expectations, particularly in relation to livestream buying.
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