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Regardless of the unending drama over whether or not to ban the app, President Donald Trump’s unstable tariff regime, and government shake-ups, TikTok’s ecommerce division continues to be seeing huge development.
TikTok doesn’t disclose mixture gross sales figures, however the value and gross sales quantity of particular person merchandise are seen on the app. Based mostly on that information, the analytics agency EchoTik estimates TikTok Store bought $19 billion price of merchandise globally from July by September of this 12 months. America, its largest market, accounted for $4 billion to $4.5 billion in gross sales, a rise of about 125 p.c in comparison with the second quarter of 2025.
To place these numbers into perspective, contemplate that TikTok Store is now on the identical scale as eBay, which noticed $20.1 billion in whole gross sales within the final quarter. TikTok Store solely launched within the US in September 2023, whereas eBay has been round for over 30 years. That pace of development is exceptional.
“We have now principally targeted on TikTok from this perspective of the TikTok ban, and we’ve nearly forgotten that TikTok Store’s share in US ecommerce simply continues to develop slowly,” says Juozas Kaziukėnas, an impartial ecommerce analyst.
What You See Is What You Get
TikTok Store broke into the extraordinarily saturated ecommerce panorama within the US by excelling at an age-old platitude: present, don’t inform. Creators put up quick movies on TikTok making an attempt on garments or utilizing dwelling devices and embrace hyperlinks to purchase the merchandise on the identical platform. It creates a way more easy expertise for customers, who can see actual individuals testing merchandise as a substitute of needing to wade by written evaluations on conventional ecommerce websites.
Ivy Yang, the founding father of Wavelet Technique, a strategic public relations consultancy, says she not too long ago purchased a dust-mite-removing vacuum on Amazon shortly earlier than she scrolled previous a TikTok Store video that includes the same product. She rapidly realized the TikTok Store model had extra options, so she ordered it, tried it out, and returned the one from Amazon. To her, that’s the attraction of procuring on TikTok. “I have to see the way it works in motion,” Yang explains.
In idea, that’s what makes livestream procuring much more standard, no less than in China, as a result of now influencers can tout merchandise on digital camera in actual time, and there’s little modifying concerned which may masks any potential product defects. In recent times, livestream procuring has fully reshaped how individuals purchase issues in China and has grow to be certainly one of ByteDance’s most important income pillars. However regardless of how arduous TikTok has tried, it merely hasn’t been capable of replicate that success within the US. Kaziukėnas says that TikTok Store’s efficiency possible nonetheless falls in need of ByteDance’s expectations, particularly with regards to livestream procuring.
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