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 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, 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.

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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.

In 2025, the majority of respondents, ** percent, were interested in buying cosmetics, drugstore products and groceries directly through TikTok. The TikTok Shop feature is available in the app in Germany since the end of March. The concept is similar to Amazon Marketplace.

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.

According to a 2024 survey, most consumers purchased their latest product from brands and sellers they discovered on TikTok Shop. Around ** percent of them bought from a brand found through the TikTok Shop, while a quarter purchased from a new seller discovered on the platform. A lower share of shoppers purchased from brands and sellers they already knew. For example, only **** percent of respondents bought from a seller they were already familiar with.

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.

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.

Introduction

TikTok Statistics: TikTok, launched in 2016 by ByteDance, is a globally renowned social media platform known for its short-form videos. Typically lasting 15 to 60 seconds, it spans diverse content from music, dance, comedy, and education.

Its user-friendly interface and innovative video editing tools are central to TikTok's appeal. 'For You Page' (FYP) algorithm that tailors content to individual user preferences, creating a personalized browsing experience.

The platform's music integration, viral challenges, and influencer culture have contributed to its massive global user base.

It is attracting businesses through advertising options and offering content creators income opportunities.

However, TikTok has faced scrutiny over privacy and content moderation issues, highlighting its complex position in the social media landscape.

From May 2023 to March 2025, the highest number of TikTok Shop Seller Center app downloads in the United States occurred in January 2024, when roughly ******* users downloaded the app. In March 2025, this amount had dropped to ******* downloads.

Based on over 5 million syncing email accounts, we can parse all transactional data in TikTok shop (and other e-commerce names) to see what individuals in each country are purchasing exactly on an SKU level. Average order value, discounts used, items bought, frequency of purchase, seller name, email ID, geolocation data all included.

The world's largest operators, financial institutions, consultancies and market research firms license our datasets for added granular insights. Contact michelle@measurable.ai to learn more or for some samples for backtesting.

As of the first quarter of 2025, health and beauty was the leading category of products bought from TikTok Shop in Indonesia, accounting for ** percent of the total gross merchandise value (GMV). TikTok Shop was among the leading e-commerce platforms in Indonesia.

The program’s gross merchandise value has shot up over the last year. (in USD)

According to a 2024 survey, Gen Z consumers were the most prompt to use TikTok shop one or more times a day in the USA. In addition, ** percent of Millennials used TikTok shop at least once a week.

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These TikTok user statistics tell the whole story of the new social media giant and give you some insights into the app's future.

Auto-generated structured data of TikTok Shop from table Fields