ByteDance's global e-commerce platform, TikTok Shop, is experiencing rapid growth. According to informed sources, TikTok Shop reached 400 million active consumers in 2025; its Gross Merchandise Volume (GMV) approached the $100 billion mark. This positions it fifth among major overseas e-commerce platforms, trailing only Amazon.com, Walmart, Shopee, and eBay, while simultaneously achieving the highest growth rate.
It is understood that TikTok Shop, launched in 2021, has now entered 17 global markets, including the United States, Japan, and multiple countries across Europe, Southeast Asia, and Latin America. The platform heavily promotes an "interest-based e-commerce" model, but while growing rapidly, it also faces fierce competition and challenges from traditional e-commerce players in various markets.
According to estimates from analytics firm EchoTik, TikTok Shop's GMV in the third quarter of 2025 was comparable to that of eBay. Informed sources revealed that, boosted by the Black Friday and Cyber Monday shopping season, the platform's fourth-quarter GMV exceeded $25 billion, surpassing eBay. In December alone, its GMV in overseas markets exceeded that of Shopee.
Taking the US market as an example, data from research firm eMarketer shows that TikTok Shop's sales in the US grew by 400% in 2024, followed by a 108% increase in 2025. According to announcements from TikTok Shop, during the four-day Black Friday/Cyber Monday period from November 28 to December 1, 2025, its GMV in the US surpassed $500 million, with the number of consumers placing orders through the platform increasing by nearly 50%.
Data from Momentum Works indicates that in Southeast Asia, TikTok Shop became the industry's second-largest player, behind only Shopee, in just four years. It is closing the gap with Shopee with growth significantly above the industry average.
The European market also maintains a high growth trajectory. TikTok Shop is currently operational in the UK, Ireland, Germany, Spain, France, Italy, and other countries, with its European market growing by over 100% in 2025. The newly added Latin American and Japanese markets in 2025 also performed strongly. According to Momentum Works and Nikkei news, TikTok Shop's GMV in Brazil grew 25-fold in its first three months of operation, while its GMV in Japan grew 20-fold within four months of launch.
Despite its swift growth, TikTok Shop faces challenges in multiple markets. In mature markets like Europe, the US, and Japan, traditional e-commerce platforms hold dominant positions and continue to invest heavily to solidify their user engagement. E-commerce giant Amazon.com maintains leadership in website traffic and market share, and its long-term investments in logistics have built a formidable competitive moat. Many brands also partner with e-commerce service provider Shopify, using ads on Meta and Google to drive traffic to their independent websites for orders.
In Southeast Asia, Sea Ltd's e-commerce platform Shopee covers all major countries and has long led in GMV. In Brazil, Shopee also demonstrates strong competitiveness, positioning itself as the second-largest e-commerce platform after the local giant Mercado Livre.
With the rise of TikTok Shop and its promoted "interest-based e-commerce" model, traditional e-commerce platforms are actively transforming. For instance, Amazon.com launched its short video feature Inspire and integrated shopping links with platforms like Instagram and Snap. Shopee has increased its investment in live streaming, collaborating with YouTube and Meta to launch influencer marketing and social shopping features, directly competing with TikTok Shop in Southeast Asia.
