The market numbers everyone quotes, traced back to their original sources, plus RapidTok's own analysis of how sales really split across products, prices and shops on TikTok Shop USA.
PUBLISHED 10 OCTOBER 2026 · UPDATED MONTHLY
TikTok Shop USA at a glance. Sources: Momentum Works and RapidTok data.
Here at RapidTok, we've gathered the most useful facts and statistics on TikTok Shop USA in one place, and combined them with our own analysis of TikTok Shop sales data, to give you a clear, high-level picture of the whole market: how big it is, how fast it's growing, what sells, how people buy, and how the money is shared out between products, prices and shops.
Every market figure links to its original source, with the date it covers. Our own analysis is refreshed every month, and we add new market figures as reports are released, so check back for the latest numbers.
TikTok doesn't publish full financial results for TikTok Shop, so all market GMV figures are third-party estimates. GMV (gross merchandise value) is the total value of goods sold, before returns and cancellations. Different firms define and measure it differently, so compare figures from the same source where you can.
| Statistic | Value | Source | Period |
|---|---|---|---|
| TikTok Shop US GMV | $15.1B +68% YoY | Momentum Works, Feb 2026 | 2025 |
| TikTok Shop US GMV | $11.8B +103% YoY | Momentum Works, Aug 2026 | H1 2026 |
| TikTok Shop global GMV | $64.3B +94% YoY, 16 markets | Momentum Works, Feb 2026 | 2025 |
| TikTok Shop global GMV | $50.3B +92% YoY; on track for $100B+ | Momentum Works, Aug 2026 | H1 2026 |
| TikTok Shop US ecommerce sales forecast | $23.41B +48% YoY | EMARKETER, Dec 2025 | 2026 |
| US social buyers who will shop on TikTok | 51% | EMARKETER, Jan 2026 | 2026 |
| US stores on TikTok Shop | 803.5K, more than half with no sales | Momentum Works, Feb 2026 | 2025 |
| US stores over $1M GMV | 5,700+ 8x YoY; 506 over $10M | Momentum Works, Aug 2026 | H1 2026 |
| Influencers on TikTok Shop | 15.4M | Momentum Works, Feb 2026 | 2025 |
| Share of GMV from the Shop tab | 51.4% (up from 36%) | Momentum Works, Aug 2026 | H1 2026 |
| Share of GMV from video / LIVE | 40.4% / 8.2% | Momentum Works, Aug 2026 | H1 2026 |
| Black Friday–Cyber Monday sales (4 days) | $500M+ | TikTok Newsroom, Dec 2025 | 2025 |
| Share of sales from the top 1% of products | 40% | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Share of sales from the top 10% of products | 82% | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Share of sales from the 10 biggest shops | 8.4% | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Share of sales from $15–50 products | 54% | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Median price of a top-100 product | $34 | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Average rating of a top-100 product | 4.49★ (only 2% under 4.0) | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Rating range of the top 100 products | Bottom 10%: ≤4.2★ · median 4.5★ · top 10%: ≥4.8★ | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
| Fastest growers already below their 30-day pace | 54% | RapidTok data, 30 days to 1 Oct 2026 | Sep 2026 |
US gross merchandise value by year. For 2026, the solid bar is January–June actual ($11.8B); the hatched section is a simple full-year projection (first half × 2 ≈ $23.6B). The holiday season usually makes the second half bigger, so this is likely conservative. EMARKETER's separate forecast of $23.41B in 2026 US sales lands in the same place.
Source: Momentum Works, Feb 2026 (2024–2025), Momentum Works, Aug 2026 (H1 2026)
| Period | US GMV | Growth |
|---|---|---|
| 2024 | $9.0B | — |
| 2025 | $15.1B | +68% |
| H1 2026 (actual) | $11.8B | +103% vs H1 2025 |
| 2026 (projected, H1 × 2) | ~$23.6B | ~+56% vs 2025 |
The takeaway: opening a TikTok Shop is easy, making sales isn't. Over half of US stores sell nothing, while a fast-growing group of thousands of stores is passing $1M. If you're weighing up whether to sell or promote, see our guide to seller vs affiliate and how much affiliates actually make.
Share of units sold across TikTok Shop US's 10 biggest categories, November 2025. The other five are Phones & Electronics, Sports & Outdoor, Toys & Hobbies, Menswear & Underwear and Food & Beverages.
Source: FastMoss, Sep 2026 (category units, Nov 2025; shares calculated by RapidTok)
| Category | Units (Nov 2025) | Share of top-10 units |
|---|---|---|
| Beauty & Personal Care | 19.17M | 29.8% |
| Womenswear & Underwear | 9.95M | 15.5% |
| Home Supplies | 6.78M | 10.5% |
| Fashion Accessories | 5.39M | 8.4% |
| Health | 4.75M | 7.4% |
| Phones & Electronics | 4.57M | 7.1% |
| Sports & Outdoor | 4.13M | 6.4% |
| Toys & Hobbies | 3.82M | 5.9% |
| Menswear & Underwear | 2.97M | 4.6% |
| Food & Beverages | 2.87M | 4.5% |
For the products leading each category right now, see our monthly rankings for beauty, health and bedding.
Sales on TikTok Shop happen in three places: in a video (tapping a product link while watching), during a LIVE stream, or in the Shop tab, TikTok's built-in storefront where people search and browse products directly, much like Amazon.
Share of attributed TikTok Shop GMV by where the sale happened.
Source: Momentum Works, Feb 2026 (2025), Momentum Works, Aug 2026 (H1 2026)
| Channel | 2025 | H1 2026 |
|---|---|---|
| Video | 50% | 40.4% |
| Shop tab | 36% | 51.4% |
| LIVE | 14% | 8.2% |
What it means: TikTok Shop is becoming a place people search and browse, not just somewhere they impulse-buy from a video. Product titles, images, reviews and pricing now matter as much as the viral clip that first got a product noticed.
Market reports tell you how big TikTok Shop is. They don't tell you how the money is shared out. Here's what RapidTok's product-level tracking of TikTok Shop USA shows for the 30 days to 1 October 2026. All figures are shares, medians or averages.
Share of TikTok Shop US sales by product tier, products ranked by 30-day revenue.
Source: RapidTok data, 30 days to 1 Oct 2026
| Product tier | Share of sales |
|---|---|
| Top 1% of products | 40% |
| Next 9% (top 10% overall: 82%) | 42% |
| Remaining 90% of products | 18% |
One-product shops can break into a category top 10 (several did in our bedding and health rankings), but almost none of the biggest shops are built on one product. Scaling usually means turning one hit into a range.
Share of TikTok Shop US sales by product price band.
Source: RapidTok data, 30 days to 1 Oct 2026
| Price band | Share of sales |
|---|---|
| Under $15 | 13.9% |
| $15–30 | 30.9% |
| $30–50 | 22.8% |
| $50–100 | 17.1% |
| $100+ | 15.4% |
Each price band's share of products with sales, compared with its share of revenue.
Source: RapidTok data, 30 days to 1 Oct 2026
| Price band | Share of products | Share of sales |
|---|---|---|
| Under $15 | 30.4% | 13.9% |
| $15–30 | 31.7% | 30.9% |
| $30–50 | 16.8% | 22.8% |
| $50–100 | 12% | 17.1% |
| $100+ | 9% | 15.4% |
The 50 products that added the most revenue month on month, by their sales pace in the final week compared with their 30-day average.
Source: RapidTok data, 30 days to 1 Oct 2026
| Final-week pace | Products | Share |
|---|---|---|
| At or above 30-day pace | 23 | 46% |
| Below 30-day pace (but above half) | 15 | 30% |
| Below half of 30-day pace | 12 | 24% |
A big monthly jump often comes from a launch push, a promotion or a single viral video. Before you stock or promote a "trending" product, check its last 7 days, not just its last 30. See September's fastest-growing products and our guide to telling whether a product is still trending or already dead.
Star ratings of the 100 best-selling products on TikTok Shop US. The purple band covers the middle 80% of products; the circle marks the median.
Source: RapidTok data, 30 days to 1 Oct 2026
| Measure | Rating |
|---|---|
| Lowest | 3.7★ |
| Bottom 10% (10th percentile) | 4.2★ |
| Median | 4.5★ |
| Top 10% (90th percentile) | 4.8★ |
| Highest | 4.9★ |
| Average | 4.49★ |
| Share rated under 4.0 | 2% |
A low rating doesn't stop a single product going viral, but it's rare at the very top. If your product sits below about 4.2 stars, you're in the bottom tenth of best-sellers, and fixing reviews is likely to pay off faster than more promotion.
The best-selling product on TikTok Shop USA in September 2026 was the medicube Smooth & Clear Body Care Set. See the full September top 10, the category leaders in beauty, health and bedding, and what's rising, and already fading.
Increase in units sold, November 2025 vs October 2025, TikTok Shop US.
Source: FastMoss, Sep 2026
| Category | Units lift (Oct → Nov 2025) |
|---|---|
| Toys & Hobbies | +87.5% |
| Beauty & Personal Care | +47.5% |
| Phones & Electronics | +35.7% |
| Home Supplies | +35.6% |
| Sports & Outdoor | +31.2% |
| Health | +29% |
| Fashion Accessories | +24.1% |
| Food & Beverages | +22.9% |
| Womenswear & Underwear | +22.3% |
| Menswear & Underwear | +19.9% |
Planning for this year? See our October–December sales calendar and Black Friday guide.
TikTok Shop did $15.1B in US GMV in 2025, up 68% from $9B in 2024, and $11.8B in the first half of 2026 alone, up 103% year on year (Momentum Works). EMARKETER forecasts TikTok Shop's US ecommerce sales will reach $23.41B in 2026.
TikTok Shop did $64.3B in global GMV across 16 markets in 2025, and $50.3B in the first half of 2026, putting it on track to pass $100B for the year (Momentum Works).
About 803,500 US stores in 2025, but more than half recorded no sales (Momentum Works). At the top end, more than 5,700 US stores passed $1M in GMV in the first half of 2026.
Beauty & Personal Care is the biggest category, followed by Womenswear & Underwear (Momentum Works). In November 2025, beauty accounted for about 30% of units sold across the 10 biggest categories (FastMoss).
In the first half of 2026, the Shop tab drove 51.4% of attributed GMV, video 40.4% and LIVE 8.2%. In 2025, video led with 50% (Momentum Works).
In RapidTok's data, products priced $15–30 drive the most revenue (31%), products priced $15–50 drive 54%, and the median top-100 product costs about $34.
Very. The top 1% of products generate about 40% of sales and the top 10% generate 82%, yet the 10 biggest shops account for only about 8% (RapidTok data).
In RapidTok's data, the 100 best-selling products average 4.49 stars, with a median of 4.5. The bottom 10% are rated 4.2 or lower, the top 10% 4.8 or higher, and only 2% fall below 4.0.
The RapidTok analysis is refreshed every month. Market statistics are updated when new reports are published.
RapidTok analysis: based on RapidTok's product- and shop-level tracking of TikTok Shop USA for the 30 days to 1 October 2026. We publish shares, medians and averages only. "Top 1%" and "top 10%" of products are ranked by 30-day revenue. "Biggest shops" are ranked by 30-day revenue across all categories, and a one-product shop is one where a single product makes up 80% or more of revenue. "Fastest-growing" products are the 50 with the largest month-on-month increase in 30-day revenue; pace compares average daily revenue over the last 7 days with the 30-day daily average. Revenue figures are platform-derived estimates.
Market statistics: taken from the original publisher wherever possible (Momentum Works, TikTok Newsroom, EMARKETER, FastMoss). Each figure is labelled with its source and period. Category shares in the chart above are calculated by RapidTok from FastMoss's published November 2025 unit figures for the 10 biggest categories.
Updates: the RapidTok analysis is refreshed monthly. Market figures are updated when new reports are released.
RapidTok, "TikTok Shop Statistics 2026", rapidtok.com/blog/tiktok-shop-statistics, updated 10 October 2026.RapidTok validates what a product truly earns and shows you the creators and videos driving its sales, so you find winners fast. Start on the free tier.
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