TikTok Shop, launched in the US in September 2023, aims to revitalize online shopping by creating a joyful discovery experience. Over the past year, its seller community has grown across more than 750 categories, offering over 70 million products. Popular categories include womenswear, beauty & personal care, health, sports & outdoors, and electronics. In 2025, TikTok Shop sales in the US surged by 120% compared to the previous year, while the platform also expanded into Mexico, Brazil, and Europe.
Millions of users discover products through shoppable videos and livestreams where sellers and creators demonstrate products and engage with viewers in real time, a model called discovery e-commerce. Research by GlobalData and TikTok Shop shows that 83% of shoppers discovered new products and 70% found new brands on the platform. LIVE shopping sessions have been transformative, with over 8 million hours hosted in the US during 2024, and 76% of consumers who engaged with TikTok Shop purchasing from livestreams.
TikTok Shop supports both large brands and over 171,000 local and small businesses, which have seen a 70% year-over-year sales growth in the US. More than a third of all TikTok Shop purchases in 2024 went to small businesses. The platform enables sellers to tell their brand stories, go LIVE, and connect with large audiences, turning engagement into sales.
To help sellers grow, TikTok introduced the A.C.E. growth framework (Assortment, Content, and Empowerment) and launched a new Seller Center tool offering tailored guidance. The platform also hosted its first TikTok Shop summit to educate sellers on growth opportunities.
For shoppers, TikTok Shop is preparing for the Deals for You Days event from July 7-19, featuring discounts up to 50% off across all categories and brands, including major names like Briogeo, Fenty Beauty, Crocs, and Philips. Eligible customers can use Venmo for additional discounts. A new LIVE Price Match Guaranteed program will offer cashback if customers find lower prices off-platform during select livestreams.
Safety remains a priority, with TikTok Shop investing nearly $1 billion in tools and technologies to protect against counterfeit products, fraud, and abuse. The platform emphasizes exploration and discovery, blending the convenience of online shopping with entertainment through shoppable videos and livestreams, creating a unique shopping experience.
