TikTok Shop U.S. Fully Rolls Out Shoppable Image Posts, Driving Over 800% GMV Growth in Three Months

On September 14, as merchants gear up for the critical 2025 Black Friday sales period, TikTok Shop U.S. announced the full rollout of shoppable image post capabilities, which will be available to high-quality cross-border third-party (POP) merchants across all categories and creators on the platform.

From May to July, the overall GMV of cross-border self-operated shoppable image content in the U.S. market surged by more than 800%, making it the fastest-growing emerging incremental channel among all merchant-generated content formats. Starting September 4, the shoppable image feature was already accessible to select high-tier creators. The default commission rate for shoppable image posts is set at 60% of the rate for short video content, and such posts are not counted toward sample fulfillment requirements, creating a new pathway for merchants to expand creator partnerships at a lower cost.

Meanwhile, the platform has also released the U.S. Cross-Border POP Merchant Shoppable Image Category-Specific Operation Playbook, and rolled out tools including AutoPost shoppable content managed service and AI-powered image generation, alongside advertising credit and coupon subsidy incentives.

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