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.

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 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.

Overall, about ** percent of respondents to a survey on TikTok Shop usage reported that they have not used and are not interested in using TikTok Shop while ******percent reported having used it before. In comparison, among shoppers who used TikTok on a daily basis, ** percent said they have not and are not interested in using TikTok Shop while ** percent had used it before.

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.

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.

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.

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.

In 2024, the bulk of TikTok Shops are concentrated in Asia, with Indonesia taking the lead globally at **** percent. Following closely are Thailand and Vietnam, at **** percent and ** percent, respectively. The United States constitutes **** percent of total TikTok Shops, with the United Kingdom representing just over *** percent.

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.

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

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.

In 2020, TikTok brought in $33.4 billion in revenue.

Regional TikTok user statistics differentiate significantly. Each major region has also experienced growth a different times.

More than one-third of German adults aged between 18 and 59 were familiar with TikTok Shop as of May 2025. In contrast, less than 10 percent of adults ever bought a product on the social media platform.

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.

Teenagers make up the largest group of active users on TikTok.