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.

In 2024, the beauty and personal care category dominated global TikTok Shop sales, with approximately 370 million items sold. TikTok Shops specializing in womenswear and underwear followed, which sold nearly 285 million products. Food and beverages, home supplies, and fashion accessories completed the top five product categories by sales volume across TikTok Shops worldwide.

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.

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.

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.

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 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 the fourth quarter of 2024, TikTok generated around 186 million downloads from users worldwide. Initially launched in China first by ByteDance as Douyin, the short-video format was popularized by TikTok and took over the global social media environment in 2020. In the first quarter of 2020, TikTok downloads peaked at over 313.5 million worldwide, up by 62.3 percent compared to the first quarter of 2019. TikTok interactions: is there a magic formula for content success? In 2024, TikTok registered an engagement rate of approximately 4.64 percent on video content hosted on its platform. During the same examined year, the social video app recorded over 1,100 interactions on average. These interactions were primarily composed of likes, while only recording less than 20 comments per piece of content on average in 2024. The platform has been actively monitoring the issue of fake interactions, as it removed around 236 million fake likes during the first quarter of 2024. Though there is no secret formula to get the maximum of these metrics, recommended video length can possibly contribute to the success of content on TikTok. It was recommended that tiny TikTok accounts with up to 500 followers post videos that are around 2.6 minutes long as of the first quarter of 2024. While, the ideal video duration for huge TikTok accounts with over 50,000 followers was 7.28 minutes. The average length of TikTok videos posted by the creators in 2024 was around 43 seconds. What’s trending on TikTok Shop? Since its launch in September 2023, TikTok Shop has become one of the most popular online shopping platforms, offering consumers a wide variety of products. In 2023, TikTok shops featuring beauty and personal care items sold over 370 million products worldwide. TikTok shops featuring womenswear and underwear, as well as food and beverages, followed with 285 and 138 million products sold, respectively. Similarly, in the United States market, health and beauty products were the most-selling items, accounting for 85 percent of sales made via the TikTok Shop feature during the first month of its launch. In 2023, Indonesia was the market with the largest number of TikTok Shops, hosting over 20 percent of all TikTok Shops. Thailand and Vietnam followed with 18.29 and 17.54 percent of the total shops listed on the famous short video platform, respectively. 

In the first half of 2023, the revenue of Shopee Vietnam amounted to nearly 60 trillion Vietnamese dong. The Singaporean multinational enterprise is also the leading e-commerce platform in Vietnam. Surpassing Lazada, TikTok Shop generated a revenue of approximately 16.3 trillion Vietnamese dong during the same surveyed period.

2.5 billion orders were processed on the marketplace Shopee in the third quarter of 2023. Shopee is among the leading e-commerce sites in Southeast Asia and is a subsidiary of Sea Limited, one of the leading online service providers in the region. Shopee – Southeast Asia’s leading e-commerce site Shopee has established itself as Southeast Asia’s leading e-commerce marketplace, beating Lazada and Tokopedia by a wide margin. Shopee operates a hybrid B2C and C2C model and offers an integrated payment system, Shopee Pay, to provide customers with a seamless shopping experience. Since the start of 2020, Shopee’s gross merchandise value (GMV) has been steadily increasing, reaching 19 billion U.S. dollars in mid-2022. Southeast Asia and e-commerce The e-commerce market in Southeast Asia is forecast to double its 2021 value by 2025. The region is a mobile-first consumer society, with most Southeast Asians preferring shopping online on their smartphones as opposed to a desktop. For Southeast Asian online consumers, e-commerce marketplaces are still their preferred online shopping channel, followed by social commerce. Capitalizing on the growing popularity of social commerce in Southeast Asia, TikTok launched TikTok Shop in the region in 2022 in the hopes of winning some of the e-commerce pie from Shopee.

Global net sales of beauty brand Sol de Janeiro grew by 157 percent on-year, amounting to some 686 million euros in the financial year ended March 31, 2024. The company, which focuses on beauty products inspired by Brazilian beach culture, has seen astoundingly high growth across the time period recorded. It was acquired by L'Occitane en Provence in November 2021 and initially recorded net sales of just 26.1 million euros in 2022. The perfect example of a viral product Brazil-inspired brand Sol de Janeiro launched its Brazilian Bum Bum body cream in 2016, and since then, the company’s portfolio expanded to other product categories, including hair care and fragrance. In recent years, its products have gone viral on social media, especially TikTok, causing a notable growth in the brand’s sales. Among its most loved products are body and hair sprays, for example, the Cheirosa ’62 hair and body fragrance mist, which became one of the highest-grossing fragrances on Amazon.com in the United States as of April 2023. In the same year, Sol de Janeiro was also featured in a ranking of the leading fragrance brands among female Gen Z shoppers in the United States. L’Occitane en Provence The Sol de Janeiro brand belongs to France-based company L’Occitane en Provence or simply, L’Occitane, one of the most popular names in the prestige personal care industry. In 2023, L’Occitane recorded sales amounting to over two billion euros. This was the highest result registered in comparison to previous fiscal years. Moreover, most of these sales were generated in the APAC and Americas regions, which were also the regions counting the highest number of L’Occitane stores that year, with 635 stores in the APAC region and 364 recorded in the Americas.

Bite-sized video format has taken social media usage to another level. Douyin, TikTok’s sister app, is the Chinese household name for short-form videos. In September 2024, the app had amassed 766.5 million monthly active users in the country. Douyin’s supremacy Sophisticated algorithms, engaging features, a user-friendly interface, and a robust content ecosystem have given Douyin’s an edge in digital entertainment. Its closest local rival, Kuaishou – targeting app users from small towns and villages – only managed to secure 497 million monthly active user mark in November 2024. Other contenders, such as Xigua Video and WeSee, were far behind with less than 100 million users each. When it comes to monthly user time spent, Douyin and its speed version were leading the pack by at least seven hours. More than a social media Such massive app usage makes the bite-sized video app an effective channel for e-commerce and brand marketing. By 2024, the most-used Chinese online shopping platform was set to expand its retail sales by 40 percent. Countless brands are leveraging the platform for product promotion and consumer engagement. Automotive manufacturers Chery and Toyota, and high-end fashion houses Ralph Lauren and Louis Vuitton have created the most successful brand profiles on Douyin.

In 2022, Douyin, the popular Chinese short video app, generated 1.5 trillion yuan from its live commerce business. More than two thirds of the online shoppers in China have heard about Douyin's live streaming shopping.

A global survey conducted in the fourth quarter of 2023 found that the main reason for using social media was to keep in touch with friends and family, with over 49 percent of social media users saying this was their main reason for using online networks. Overall, 38 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.3 percent of respondents said they used it to read news stories. One in five users were on social platforms for the reason of following celebrities and influencers. The most popular social network Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of January 2024, the social network had over three billion global users. YouTube, WhatsApp, and Instagram follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost four billion Meta product users. Ever-evolving social media usage The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.