In 2024, the beauty and personal care category dominated global TikTok Shop sales, with approximately *** million items sold. TikTok Shops specializing in womenswear and underwear followed, which sold nearly *** million products. Food and beverages, home supplies, and fashion accessories completed the top five product categories by sales volume across TikTok Shops worldwide.

TikTok Shop's Gross Merchandise Value (GMV) was approximately *********** U.S. dollars in 2021, and this number was already more than ***** times higher in 2022, at *** billion. In 2024, TikTok Shop reached a whooping **** billion U.S. dollars in GMV, showing the fast growth and success of the platform's e-commerce feature.

Explore TikTok Shop Statistics for 2025, including the distribution of shops by category and region, GMV amounts, and total sales. Discover popular categories like Womenswear & Underwear and Beauty & Personal Care. Analyze regional adoption levels with Indonesia, Thailand, and Vietnam leading the way. Uncover the dominance of Beauty & Personal Care in GMV and sales. Experience the global presence and economic impact of TikTok Shops in eCommerce.

In the first quarter of 2024, the fashion and accessories category generated a revenue of around *** trillion Vietnamese dong, making it the leading-selling product category on TikTok Shop Vietnam. TikTok Shop is an in-app e-commerce solution that enables users to sell and buy products directly within TikTok.

Analyzing the total sales figures provides insights into the performance of different categories within the TikTok eCommerce platform. Among them, Beauty & Personal Care emerges as the dominant force, contributing significantly to the total sales on TikTok Shops. With its appealing products and favorable market conditions, Beauty & Personal Care captures the attention of a substantial portion of users. Additionally, Womenswear & Underwear and Food & Beverages also make a notable impact on the platform's sales, accounting for 14.36% and 6.96% of the overall TikTok Shops sales landscape.

The reach and influence of TikTok Shops extend beyond geographical boundaries, showcasing its global presence in the eCommerce market. Notably, Thailand emerges as an outstanding performer in terms of total sales on TikTok Shops, displaying the prosperity of its eCommerce ecosystem. Moreover, both Philippines and Malaysia contribute significantly to the platform's sales, collectively representing 25.22% and 15.67% of the total global sales on TikTok Shops. The impressive performance of these regions underscores their strong consumer base and their embrace of the exciting possibilities offered by TikTok Shops.

The Gross Merchandise Value (GMV) is an important metric that reflects the monetary value of transactions within the TikTok eCommerce platform. Analyzing the GMV amounts by category reveals that Beauty & Personal Care plays a dominant role, generating the highest GMV among all categories. It accounts for 22.50% of the total TikTok shop GMV. Following closely behind, Womenswear & Underwear and Menswear & Underwear exhibit significant GMV contributions as well, representing 12.56% and 8.06%, respectively.

According to a survey conducted between March and April 2024, 22 percent of TikTok users in the United States reported selling products or services either through their TikTok profile or TikTok Shop. In 2024, TikTok Shops stood as the fastest growing e-commerce platform during the holiday season in the U.S. with a 200 percent year-over-year increase in sales. Despite its popularity, 27 percent of U.S. consumers stated not to buy things from TikTok Shops due to lack of trust regarding payment information, during the same examined year.

Introduction

TikTok Shopping Statistics: Since 2024, TikTok has become established as a key name in the e-commerce world with its cutting-edge TikTok Shop. This platform has, in essence, reversed the shopping experience: shoppers use TikTok to discover products and then purchase them. There has been a tremendous growth phase in TikTok's shopping ecosystem after the great increase witnessed in sales, user interaction, and merchant participation in 2024.

This article looks into TikTok shopping statistics and trends in 2024.

TikTok, the popular social media platform, has also expanded into the realm of eCommerce, allowing users to set up online stores. Among the various categories on TikTok, Womenswear & Underwear emerges as the most prominent, hosting the highest number of online shops. It captures 5.64% of the total TikTok store count. Following closely, Beauty & Personal Care and Home Supplies hold significant shares as well, accounting for 5.59% and 5.13%, respectively.

The GMV generated by TikTok shops varies across different regions, reflecting the economic impact of the platform on a global scale. Among the regions we monitor, Thailand stands out as a leader in terms of GMV, indicating a prosperous TikTok eCommerce economy. Moreover, Vietnam and Malaysia demonstrate significant contributions to the total GMV, accounting for 20.79% and 14.68% of the global TikTok shop GMV, respectively. Beyond these regions, other notable areas such as Philippines, Indonesia and United States also make substantial GMV contributions.

Among the leading stores on TikTok Shop in the United States, Micro Ingredients ranked first, with a GMV of approximately **** million U.S. dollars in 2024. Most of these top stores relied heavily on video content for sales, with video accounting for the majority of their GMV, while shop listings and live streaming played smaller roles. This suggests that short-form videos remain the dominant driver of sales on TikTok Shop.

In 2024, video sales were the most used sales channel on TikTok Shop in the United States, accounting for roughly 58 percent of the platform's Gross Merchandise Value (GMV). Shops followed at around 32 percent, and live sales at around 10 percent of the GMV share.

Womenswear and underwear dominate as the leading product category among TikTok Shops worldwide, making up **** percent of all shops in 2024. Following closely behind are shops specializing in beauty and personal care products, accounting for **** percent. Home supplies, menswear and underwear, and fashion accessories complete the top five categories. TikTok Shop worldwide TikTok Shop has emerged as a powerful force in e-commerce. The platform's rapid growth is evident in its staggering gross merchandise value (GMV), which skyrocketed from *** billion U.S. dollars in 2021 to an impressive **** billion U.S. dollars in 2024. The United States leads in TikTok Shop GMV with around **** billion U.S. dollars, followed by Indonesia and Thailand. Beauty and personal care drive sales despite fewer shops Despite ranking second in shop numbers, beauty and personal care products reign supreme in terms of gross merchandise value (GMV) and sales volume. The category has generated nearly *** billion U.S. dollars in GMV and sold approximately *** million items in 2024. This success is partly attributed to the effectiveness of live sales, which accounted for ** percent of beauty and personal care e-commerce sales on TikTok in January 2023.

TikTok's eCommerce presence spans across different regions, with varying levels of adoption and participation. Among the regions we monitor, Indonesia emerges as a dominant force in terms of the number of TikTok shops, showcasing a thriving eCommerce ecosystem. Additionally, Thailand and Vietnam exhibit substantial online shop presence, accounting for 18.29% and 17.54% of the global TikTok store market, respectively. The popularity of TikTok shops is not limited to these few regions, as other notable regions such as Malaysia, United States and Philippines also contribute significantly.

The online revenue of tiktok.com amounted to US$0m in 2024. Discover eCommerce insights, including sales development, shopping cart size, and many more.

According to Cognitive Market Research, the global Social Commerce Market size will be USD 769485.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 32.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 307794.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 30.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 230845.56 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 176981.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 34.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 38474.26 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 15389.70 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.9% from 2024 to 2031.
The business to consumer (B2C) held the highest Social Commerce Market revenue share in 2024.

Market Dynamics of Social Commerce Market

Key Drivers for Social Commerce Market

The rise of social media is driving the growth of social commerce: The growth of social commerce is heavily influenced by the rise of social media and its increased usage on mobile devices. Social media platforms such as Facebook, Instagram, TikTok and WhatsApp have become major hubs for online shoppers. Customers are more likely to find and buy products directly from social media platforms than from traditional e-commerce websites since they spend more time on these channels.

For instance,

 5.24 billion use social media worldwide, as of January, 2025.Facebook remains to be the leading social media platform with over 3 billion monthly active users, followed by YouTube with 2.5 billion and Instagram with 2 billion monthly active users.
90% of consumers rely on social media to keep up with trends and cultural moments and nearly half of them interact with brands more often on social media platforms. 

(Source: https://backlinko.com/social-media-users)

https://sproutsocial.com/insights/social-media-statistics/#social-media-usage-statistics)

Advancements in Technology to Propel Market Growth: The Social Commerce Market has witnessed steady growth, driven by advancements in technology. Mobile technology has advanced significantly over the last ten years, and smartphones are now an essential part of people's everyday lives. Users are increasingly choosing to shop straight from their smartphones because to improved smartphone capabilities and internet connectivity, which has expanded mobile commerce. Additionally, more people are using smartphones due to rising disposable incomes, which ultimately enhances the social commerce market value environment.

Key Restraint for the Social Commerce Market

Growing concerns around data privacy restrict market growth: Concerns regarding privacy are hindering the expansion of social commerce, as individuals are reluctant to disclose financial or personal information on various platforms. The apprehension surrounding data breaches and potential misuse diminishes trust and affects transaction volumes. It is imperative for companies to implement secure and transparent practices in order to maintain user confidence and adhere to the growing data protection regulations globally.

Key Trends for the Social Commerce Market

The Emergence of Live Shopping and Influencer Commerce: Live shopping and promotions led by influencers are revolutionizing social media platforms into dynamic marketplaces. Consumers are increasingly placing their trust in the product reviews and recommendations provided by creators, which enhances both engagement and conversion rates. This phenomenon is particularly evident on TikTok and Instagram, where influencers conduct interactive shopping events that are directly connected to in-app purchasing.

AI-Enhanced Personalization and Intelligent Chatbots: Social commerce platforms are utilizing artificial intelligence to offer tailored product suggestions and efficient customer support. Intelligent chatbots deliver immediate assistance, thereby e...

Beauty and personal care is the leading TikTok Shop product category based on gross merchandise value (GMV) worldwide, reaching almost *** billion U.S. dollars. Following closely, TikTok Shops specializing in womenswear and underwear rank second, with a GMV of **** billion dollars. Menswear and underwear, food and beverages, and health rounded out the top five product categories with the greatest gross merchandise value among TikTok Shops in 2024.

As of the first quarter of 2024, beauty, health, and personal care was the leading category of products bought from TikTok Shop in Thailand, accounting for ** percent of the total gross merchandise value (GMV). TikTok Shop is among the leading e-commerce platforms in Thailand.

According to a recent survey conducted by Decision Lab in the third quarter of 2024, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as stated by 81 percent of the respondents. Meanwhile, social commerce channel TikTok had a penetration rate of 50 percent among internet users during the surveyed period. Where do Vietnamese consumers shop online? Due to a busy and fast-paced lifestyle, more and more Vietnamese consumers are opting for online shopping as a convenient alternative to traditional brick-and-mortar stores. By offering a wide range of products, a user-friendly interface, and attractive promotions, e-commerce platforms like Shopee and Lazada have become popular choices among Vietnamese consumers. As a result, the multinational e-commerce platform Shopee dominated the e-commerce market in Vietnam, capturing more than 60 percent of the total market share. However, TikTok Shop is rapidly gaining momentum with its unique ‘shoppertainment’ experience. As of the first half of 2023, TikTok Shop has surpassed Lazada in terms of revenue performance and has impressively secured a 20 percent market share in Vietnam’s e-commerce landscape. Vietnam’s leading domestic B2C sites Despite the dominance of international giants, domestic B2C businesses still maintain their position within the e-commerce sector. One of the most prominent local players is The Gioi Di Dong, a member of Mobile World Investment Corporation (MWG), specializing in consumer electronics devices, such as smartphones, tablets, laptops, and components. The firm has emerged as the most visited domestic B2C e-commerce site in Vietnam, with more than 54 million monthly web visits as of the first quarter of 2022. MWG, the parent company, achieved a remarkable net revenue of over 118 trillion Vietnamese dong in 2023. MWG’s subsidiary chains, including the consumer electronics retail Dien May Xanh, the grocery chain Bach Hoa Xanh, and the pharmacy chain An Khang, have been enjoying immense popularity among the Vietnamese population.