TikTok e-commerce in the U.S. to exceed USD 9 billion in GMV in 2024
TikTok Shop's total merchandise transaction volume (GMV) reached $33.2 billion in 2024, more than doubling compared to 2023. Although the U.S. region only started operations in September 2023, it has become the largest market in 2024, with an annual GMV exceeding $9 billion. The report analyzed the trends of TikTok e-commerce in the U.S., indicating that video sales channels are the most effective, accounting for 58% of GMV. Beauty products, women's clothing, and sports outdoor items are the best-selling categories, while live-streaming sales are still in the early stages, accounting for only 10% of the overall GMV
Author: MomentumWorks (ID: MomentumWorks)
Bai Jing Chuhai Note: This article is an original piece published by MomentumWorks in the Bai Jing Chuhai column. For reprints and usage, please visit the author's personal homepage to seek authorization.
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TikTok Shop's gross merchandise volume (GMV) reached $33.2 billion in 2024, more than doubling compared to 2023. Although TikTok Shop started operations in the U.S. in September 2023, it has already become the largest market for TikTok Shop in 2024, with an annual GMV exceeding $9 billion.
The above data comes from the English joint report "TikTok Shop in the United States 2024," published in collaboration between MomentumWorks and Tabcut. The report provides a detailed analysis of the trends in TikTok e-commerce in the U.S. in 2024, including categories, videos, influencers, and live streaming trends.
In the U.S., TikTok Shop has established an ecosystem consisting of 398,000 stores and 10.9 million influencers. Over 17 million product videos have been published on the platform, with 89.5% created by influencers. Among the three main sales channels—videos, stores, and live streaming—videos are the most effective, accounting for 58% of GMV, while stores and live streaming contribute 32% and 10%, respectively.
In 2024, the top three best-selling categories on TikTok Shop in the U.S. are beauty and personal care, women's clothing and lingerie, and sports and outdoor products. Meanwhile, the health and automotive & motorcycle categories are the fastest-growing, with GMV increasing more than tenfold year-on-year.
However, live streaming e-commerce in the U.S. is still in its early stages. In addition to the fact that live streaming accounts for only about 10% of the overall GMV, only four live streams have exceeded $1 million in GMV, with the highest single live stream GMV reaching $2.12 million (in contrast, the highest single live stream GMV in Vietnam exceeds $4 million). The demonstration effect has yet to form
In the United States, less than 8% of influencers on TikTok Shop focus on live streaming sales:
How will TikTok Shop and the early-stage video e-commerce ecosystem it has incubated shape the landscape of video live commerce in the United States? With TikTok's future in the U.S. uncertain, what different development paths might video and social e-commerce take? How will the roles of various players in the ecosystem evolve in the future?
