In the second quarter of 2025, TikTok Shop delivered an impressive report card, with global GMV surpassing the $15 billion mark. The US market contributed $3-3.5 billion, with a quarterly growth rate as high as 134%. This data not only marks TikTok Shop as a force to be reckoned with in the global e-commerce sector, but also signals that the integration model of short video and e-commerce is reshaping the shopping habits of consumers worldwide.
Meanwhile, TikTok’s overseas mobile monthly active users surpassed 1 billion for the first time, providing a massive user base for the continued growth of its e-commerce business. Behind this series of eye-catching numbers, TikTok Shop’s unique business model and precise market strategies are being validated globally—especially in the US market, where its growth rate far exceeds the industry average, demonstrating strong market penetration.
Image source: Google
Three Major Growth Engines Driving Business Success
The rapid growth of TikTok Shop is no accident, but is built on the synergy of three core engines. The immersive experience of short videos and live streaming has completely changed the traditional e-commerce consumer decision-making path. In 15-60 second short videos, product displays shift from static images to dynamic scenarios, allowing consumers to intuitively experience product usage, while live streaming further provides the dual stimulation of real-time interaction and limited-time offers, greatly shortening the decision chain from awareness to purchase. Data shows that the average time for TikTok users from viewing content to completing a purchase is only one-third that of traditional e-commerce platforms.
Algorithm-driven precise interest matching forms the second growth engine. TikTok’s recommendation algorithm not only understands users’ explicit preferences, but can also analyze potential needs through behavioral data. When the system detects that a user’s dwell time, completion rate, or interaction behavior with a certain type of video reaches a threshold, it will automatically push related product links, achieving a seamless connection of “content as shelf.” This “you may also like” mechanism transforms the traditional search-based e-commerce model of “people looking for goods” into “goods looking for people,” greatly improving conversion efficiency.
A deep localization operation strategy is the key to conquering different markets. Before entering each new market, TikTok Shop forms a localized team to deeply study consumer habits, payment preferences, and even packaging aesthetics. In the US market, TikTok Shop not only integrates mainstream payment methods, but also cooperates with local logistics companies to provide fast delivery, while planning exclusive marketing campaigns based on holidays and cultural hotspots. This “global technology + local wisdom” operational philosophy helps TikTok Shop avoid the common localization issues faced by cross-border e-commerce.
Image source: Google
Operational Challenges Behind Rapid Growth
Despite its remarkable achievements, TikTok Shop sellers face multiple operational challenges. The first is the differences in market regulations across countries. Different countries have varying tax policies, data compliance requirements, and product certification standards for e-commerce platforms. Sellers need to invest significant resources in studying compliance terms, and any carelessness may result in fines or even store closures. This requires sellers to have a professional legal team or outsourced service support.
Low efficiency in influencer collaboration is another pain point. Although there are a large number of content creators on TikTok, top influencers often have their schedules booked for months, while the sales effectiveness of small and medium influencers is hard to guarantee. Sellers need to establish a scientific influencer screening system, evaluating from multiple dimensions such as fan profiles, content style, and conversion data. The labor and time costs in this process should not be underestimated.
Decentralized advertising placement increases operational difficulty. TikTok Shop’s traffic sources include both in-platform feed ads and off-platform channels such as Google and Facebook. Sellers need to constantly test the ROI of different channels and dynamically adjust budget allocations.
At the same time, the complexity of cross-border payment management cannot be ignored. Different countries’ settlement cycles, exchange rate fluctuations, and fee differences require sellers to have professional financial capabilities or rely on third-party services to ensure the safety and efficiency of cash flow.
Image source: Google
The Future Path of Short Video E-commerce
The explosive growth of TikTok Shop this quarter confirms the huge potential of the “content as consumption” model. As global monthly active users surpass 1 billion, the platform is reshaping the cross-border e-commerce landscape.
In the future, how to optimize the seller experience and balance growth with compliance will be the key to maintaining leadership. This business revolution driven by short videos has only just begun.