美国TikTok Shop 2025年上半年：发展动态、关键转变与未来趋势

July 2025 This report is a collaboration between Momentum Works and Tabcut Tabcut empowers TikTok Shop sellers andinfluencersto excel in content marketingand boost e-commerce growth throughactionable insightsandintelligence,drivenbyindustry-leading data. Momentum Works is aventure outfitheadquartered in Singapore. It connects andempowers the digital and new economyecosystem in emerging markets throughwell-researchedinsights,communityofdecision makers, andventure-buildingexperience. tabcut.com momentum.asia This is report is part of Momentum Works’s TikTok Shop coverage momentum.asia/insights Table of contents All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Tabcut. Anyreliance on such material is made at the users’ own risk. 1.Introduction 2.TikTok Shop’s global performance 3.TikTok Shop in the U.S.: stores, products & sales 4.TikTok Shop in the U.S.: Influencers, videos & live 5.Conclusion and looking forward All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Tabcut. Anyreliance on such material is made at the users’ own risk. 1.Introduction TikTok Shop remains at the centre of both transformation and uncertainty inthe United States. In our 2024 report, we captured its rapid rise from launch toaUS$9 billion GMVmilestone, powered by millions of influencers and stores.Market rumours even suggested that TikTok Shop thought that the growthmomentum should have been faster. Now in 2025, TikTok Shop is showing signs not just of resilience, but of moresustained growth. In 2025, the TikTok app, the short video platforms that hostsTikTok Shop, continues to face political pressure. However, President Trumpgrantedthree consecutive deadline extensionson the platform’s potentialban, now delayed until September 2025. Hardly anyone now believes that a banwould actually be implemented by the Trump administration. Meanwhile, TikTok Shop has continued to expand. In H1 2025, it generatedUS$5.8 billionin GMV, with475kstores and15.3 millioninfluencersparticipating.Live commercehas alsogained more sharewithin the platform. Beneath the surface, the ecosystem is evolving rapidly.Top influencers haverotated and product category dynamics continue to evolve. This report revisits the data from H1 2025 and examines how TikTok Shop U.S.is growing while navigating ongoing changes. Unless otherwise specified, the data captured and analysed in this report arefrom the data team of Tabcut; and analysis are made by the Momentum Worksinsights team. © Momentum Works TikTok Shop U.S. maintains growth amid shifting tides TikTok Shop continues to grow in the U.S. Discovering the following in thisreport: ●TikTok Shop’scontinuedmomentumin the U.S.●Key updates and dynamicswith stores, goods, creators,videos and live●Major trends and shiftsin theTikTok ecosystem●What’s next? 5of top5selling products9of top10influencers9of top10live sessions aredifferentfrom 2024 All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Tabcut. Anyreliance on such material is made at the users’ own risk. 2. TikTok Shop’s global performance In H1 2025, TikTok Shop’s global GMV hit US$26.2 billion TikTok Shop recordedUS$26.2B in GMV in H1 2025, a100% year on year increase. If this growth rate remainsconstant, full-year GMV could reachUS$66.3B, nearlydoubling its 2024 total. Sales remain resilientdespite growing pressure over apotential ban under President Trump— with theactualimpact being far less severe than feared. However,beneath this breakout growth lies a web ofundercurrent, which we will explore in this report. Once TikTok Shop’s top market, the U.S. has now been overtaken by Indonesia TikTok Shop U.S. surged ahead in 2024,boosted by strong platform support —but in just half a year,Indonesiareclaimed the leadwith GMV hittingUS$6.0B, narrowly surpassing the U.S.atUS$5.8B. Malaysiaemerged as thefastest-growingmarket, with GMVsoaring150%YoY toUS$2.7B,overtaking the Philippinesin total GMV.Singapore, the smallest market, was theonly one to recordnegative growth. Southeast Asia leads in TikTok Shop live maturity over the U.S. TikTok Shop GMV in Southeast Asia and U.S. by sales channels (US$B,H1 2025) In H1 2025, TikTok Shop in Southeast Asia generatedUS$19.2Bin GMV,more than three timesthat of the U.S.’s US$5.8B. In Southeast Asia,GMV ismore evenly distributedacross video, live, and shop channels, while live accounted for onlyUS$0.8Bor14%of total GMV in the U.S.. The top live session in Southeast Asia drove overUS$8Min GMV,8xthat of the leading live session in U.S.. Live remains in the early stages ofadoption in the U.S.. TikTok Shop has expanded to Japan, Europe and Latin America in 2025 U.S. Southeast Asia is TikTok Shop’s most competitive market For more about TikTok Shop in Southeast Asia, learnmore in MW’sEcommerce in Southeast Asia 3.0 report All rights re