TikTok Shop has succeeded in establishing itself as a relevant option within the marketplace offerings in the United States since its debut in the country in September 2023. The platform has skillfully leveraged its potential as a space for discovery and inspiration to elevate its new role as a marketplace. Indeed, just in the last year, its community of sellers has expanded to more than 750 categories, reaching an offering of more than 70 million products.
Of course, on TikTok Shop, the categories that thrive the most are those related to the platform’s standout content. For this reason, women’s clothing, beauty and personal care, health, sports and outdoor activities, and electronics were crowned as consumer favorites during 2024.
The appeal of TikTok Shop has attracted both buyers and sellers alike, resulting in its sales in the United States having increased by 120% compared to the same period in 2024. Another notable milestone in 2025 was the launch of TikTok Shop in Mexico, Brazil, and several European countries.
The platform has also highlighted the positive results achieved by more than 171,000 small businesses and local shops, whose sales grew by 70% year-over-year in 2024. In addition, during that year, more than one-third of all monthly purchases on TikTok Shop in the United States were made at small businesses.
«Small businesses are using TikTok Shop to present themselves in new ways: sharing their stories, live streaming, and creating content that connects them with hundreds, even thousands, of people at once, and they are turning that reach into sales», states the platform.
83% of shoppers claim to have discovered a new product on TikTok Shop, and 70% have encountered a new brand, according to a study conducted by GlobalData and TikTok Shop.
«Nowadays, millions of people discover products they love on TikTok through videos and live broadcasts with purchasing options from sellers and creators demonstrating how the products work and answering all their questions in real time. We call this discovery eCommerce».
Live shopping is one of the keys to success for this eCommerce concept in the social network’s marketplace. In 2024, more than 8 million hours of live shopping sessions were conducted in the United States. An impressive number considering the study by GlobalData and TikTok Shop indicates that 76% of consumers who interacted with TikTok Shop made a purchase during a live shopping session in 2024.
Additionally, the marketplace continues to develop initiatives to facilitate brand growth within its ecosystem. Last week, the platform held its first TikTok Shop summit, a gathering that brought together sellers of all sizes (from those just starting to those familiar with the tool) to present the functions and opportunities available to boost their businesses from TikTok Shop.
Notable among the marketplace’s most relevant innovations is ACE, a new strategic framework based on three pillars: Assortment, Content, and Empowerment. This proposal will serve as a guide for future improvements centered on increasing product visibility, connecting with the right audience, and enhancing commercial performance in the long term. As part of ACE, a new tool has also been activated in the Seller Center offering personalized recommendations aligned with these principles.
On the consumer side, TikTok Shop is preparing for the Summer Sale Days from July 7 to 19, with discounts of up to 50% on categories and brands such as Fenty Beauty, Crocs, Philips, PacSun, or Briogeo. Additionally, eligible users will be able to redeem additional discounts by paying with Venmo.
Photo: GPT-4o
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