In the second quarter of 2025, TikTok Shop ‘ s total global merchandise trade (GMV) reached $15 billion, an increase of 134 per cent over the same period, a significant increase from the GMV ($33.2 billion) throughout 2024, a record high. Of this, the United States market, with its contribution of US$ 3-35 billion, surpassed Indonesia and Thailand and became the largest global market, demonstrating its strong momentum in the area of social utility.
According to inside sources, TikTok ‘ s active overseas monthly users surpassed 1 billion for the first time in 2025, up from 1,550-17 million global MAU in 2024, reaching 170 million in the United States market in particular. This vast user base provides traffic security for TikTok Shop, whose combination of short video (58 per cent of GMV) and live (10 per cent) effectively reduces the decision-making path of consumers.
TikTok Shop, through short video and live broadcasters, links product displays and purchases seamlessly, significantly reducing consumption decision-making time. TikTok ‘ s recommended algorithms improves the conversion rate by analysing user interest labels and fine-tuning commodity content. In 2025, of the 398,000 active shops in the United States, 1033 GMVs were over $1 million a year, and some of the stores grew through algorithm-driven precision marketing.
Despite the strong performance of TikTok Shop in the second quarter of 2025, challenges remain. The United States data security review of TikTok may have implications for its long-term development, although the recent easing of Trump ‘ s attitude has secured breathing space for the platform.
In the future, TikTok Shop plans to expand markets in Italy, Germany, France, Brazil and Japan, with a projected global GMV growth of nearly 100 per cent by 2025. TikTok Shop is expected to further strengthen its social power provider leadership by increasing the share of live broadcasters and the use of AI technology.
