TikTok Shop US GMV Grows Nearly 80% YoY in 2025, Number of Stores with $10M+ Annual Sales Surpasses 70% Growth

【Ebrun Exclusive】March 16 - At the TikTok Shop US Cross-border POP Annual Merchant Conference held today, the platform disclosed its latest business progress in the US market.

According to official data, TikTok has over 200 million monthly active users in the US, with average user screen time increasing year-over-year for five consecutive years. Internal research by TikTok Shop also revealed that 83% of users discover new products through the platform, while 70% discover new brands via TikTok Shop.

In terms of performance, TikTok Shop's US GMV grew nearly 80% year-over-year in 2025, with merchants, creators, and service partners all experiencing varying degrees of growth. Among merchants, the number of active sellers increased by nearly 50%, while the count of top-performing stores generating over $10 million in annual sales grew by more than 70%. The creator ecosystem saw a 120% increase in active influencers, with over 1,600 creators achieving annual sales exceeding $1 million. Service partner collaborations expanded significantly, with the number of service providers growing 445% year-over-year in 2025, helping merchants scale their businesses by nearly 200%.

Additionally, Mu Qing, Vice President of TikTok Shop Cross-border E-commerce, emphasized that TikTok effectively boosts brand exposure, conversion, and loyalty. Official data shows that in 2025, merchants on TikTok accumulated a total of 13 trillion impressions, with official merchant accounts gaining 690 million new followers. Notably, Mu Qing highlighted that for brands deeply collaborating with the platform, over 70% of GMV spillover occurred through their DTC channels.

"In 2026, we aim for TikTok Shop to unlock the door to interest-based e-commerce in the US," Mu Qing stated. He added that 2026 will be a pivotal year for Chinese POP merchants expanding overseas, identifying three key success factors on TikTok Shop: first, high-quality products—encouraging merchants to leverage supply chain advantages to focus on quality over low prices; second, compelling content—harnessing both creator-generated and merchant-generated content; and third, strategic marketing—maximizing the platform's content-driven advantages by aligning with key promotional events on TikTok Shop.