Global sales on TikTok Shop continue to expand at a fast pace. New data from analytics firm EchoTik estimates that TikTok Shop generated $19 billion in gross merchandise value from July to September 2025. TikTok does not publish official aggregate sales numbers, but individual product prices and sales volumes are visible on the app, giving third-party firms a way to estimate the scale of activity.

The new estimates place TikTok Shop on the same level as eBay, which reported $20.1 billion in total sales for the quarter. The comparison highlights the speed of TikTok Shop’s rise. eBay has operated for more than 30 years, yet TikTok Shop entered the U.S. market only two years ago.

The United States remains TikTok Shop’s biggest market

EchoTik’s estimate points to a sharp rise in GMV even as the platform continues to face possible trade restrictions, tariff uncertainty, and ongoing discussions around national security concerns in the U.S.

According to the estimates, TikTok Shop generated between $4 billion and $4.5 billion in the U.S. during the third quarter. EchoTik reports that this was an increase of about 125% compared to the previous quarter. It also makes the United States the platform’s largest single market.

This scale becomes more noticeable when placed in a wider context. Reports earlier this year said TikTok Shop topped Shein and Temu in U.S. sales growth with a 153% year-over-year spike. That growth helped position TikTok Shop among the fastest rising platforms in the country during a period of ongoing regulatory tension.

Analysts say several factors contributed to the growth

TikTok Shop’s latest sales estimates show how much consumer shopping has shifted into short-form video environments. Analysts told The Washington Post that a mix of aggressive marketing and changes in how people prefer to discover products drove this growth. Earlier this year, TikTok claimed that shoppers are discovering products through short videos and livestreams and then buying directly within the app. 

External factors also drove TikTok Shop’s rise

The Washington Post reported that TikTok benefited from a change in the wider e-commerce space earlier in the year. Chinese e-commerce companies lost access to a shipping loophole that previously helped them keep prices low. The Post said this created room for TikTok Shop to grow during a period when those companies were adjusting to higher shipping costs.

Livestream shopping still varies by region

Livestream shopping continues to perform differently across markets. It remains a strong format in Asia but has not reached the same level of adoption in the United States. According to EchoTik’s data, TikTok Shop’s strongest third-quarter markets outside the U.S. were Thailand, Indonesia, Vietnam, and the Philippines. However, none of these markets exceeded U.S. volume, but together they show how the platform’s growth is spread across multiple regions.

This difference could guide marketers in planning regional campaigns. Southeast Asia continues to respond strongly to livestream formats, while U.S. growth appears more connected to short videos and creator recommendations.

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