TikTok Shop US Mid-Year Sale Report: GMV Doubles Year-on-Year, Number of Brands Exceeding $1M GMV Doubles Compared to Last Black Friday

[Ebrun Original] July 10th news: TikTok Shop's US Mid-Year Sale has officially concluded. The overall business volume for TikTok Shop's US Mid-Year Sale doubled year-on-year. Cross-border POP (Platform Open Platform) business in the US grew nearly 2 times compared to the same period last year, while the Full-Service business model saw a 1.5-fold increase year-on-year.

Top brands achieved new breakthroughs: the number of cross-border POP brands surpassing $1 million in sales nearly doubled compared to last Black Friday. In the content arena, livestreaming and AIGC became new growth engines: the content-driven volume for cross-border POP grew 2 times, with livestreaming business increasing 3.4 times year-on-year; the Full-Service model, with the help of AIGC content, saw its product business grow nearly 2 times compared to pre-campaign levels.

Furthermore, TikTok's official logistics FBT (Fulfilled by TikTok) and local fulfillment contributed to the business surge: over 84% of orders were delivered to consumers within 3 days, FBT order volume for cross-border POP merchants surged 4.5 times compared to other orders, and Full-Service merchants using overseas warehouses saw a 3-fold business increase compared to last Black Friday.

By operational model, the cross-border POP model grew nearly 2 times year-on-year; evergreen, seasonal, and trending product categories doubled year-on-year. Major events like international sports competitions, US Independence Day, and Father's Day drove significant business growth: over 20 million pieces of event-themed content were created, and user searches for related content exceeded 10 million, leading to a business increase of over 3 times compared to pre-campaign levels.

Regarding content, merchant livestreaming business grew 4.2 times year-on-year, with live auction GMV accounting for over half of merchant livestreaming business, creating new growth. Influencer livestreaming drove a 183% year-on-year increase in influencer business, with over 200 influencer livestreams exceeding $10,000 in GMV.

Top cross-border POP brands also achieved new breakthroughs, experiencing both brand and performance growth: brands participating in Super Brand Day saw an overall business increase of 150% compared to pre-campaign, and the number of brands exceeding $1 million in sales nearly doubled compared to last Black Friday. Among them, the energy storage brand EcoFlow (Zhenghao Innovation) achieved a full-cycle business volume exceeding $10 million.

The Full-Service model grew 1.5 times year-on-year. In the apparel category, rich product offerings like summer short sleeves, distinctive dresses, and sandals saw GMV surge over 200% compared to pre-campaign levels. Seasonal bestsellers in accessories like jewelry, hair accessories, and eyewear experienced over 180% growth. In comprehensive categories, novel and unique items for summer sun protection and holiday parties saw GMV increase nearly 200%, and carefully selected products featured in the major promotion's key assortment saw GMV surge over 140%.

Within the platform's internal promotion zones, GMV increased over 160% compared to pre-campaign levels, AIGC short video posts grew 1.5 times, contributing to a nearly 2-fold increase in product business.