In 2024, GMV is expected to reach $40 billion, and in 2025, TikTok has set a growth target of 200% for its U.S. e-commerce
In 2024, TikTok e-commerce is expected to exceed sales of $40 billion, with the Southeast Asian market contributing over 50%. The performance in the U.S. market is poor, with average daily sales of about $20 million, and live sales accounting for less than 20%. To address the risks in the U.S. market, TikTok plans to enter markets such as Germany, France, and Italy in 2025, while optimizing its live streaming algorithm to improve efficiency
Author: Mei Jie
Image source | pexels
Business Status
Overall Sales: In 2024, TikTok e-commerce achieved over $40 billion in sales, with the Southeast Asian market share increasing, contributing over 50%, approximately $30 billion, while performance in the United States fell short of expectations.
Market Performance
U.S. Market
In 2024, TikTok's e-commerce in the U.S. developed over the year, with daily sales averaging about $20 million and an average order value of nearly $30. However, live streaming sales accounted for less than 20%, facing issues of insufficient number of hosts and engagement.
Southeast Asian Market
In 2024, the total sales in Southeast Asian countries were around $30 billion, with countries like Thailand and Vietnam exceeding their targets. Indonesia is the largest market, having briefly removed the app in 2023, and local government regulations are strict. Some countries have poor logistics infrastructure, affecting cross-border business, and aggressive subsidy strategies raise questions about revenue stability.
European Market
TikTok e-commerce has been in the UK for four years, with annual sales only 1/15 of that in Southeast Asia. In 2025, it plans to enter Germany, France, and Italy, but these countries have low online retail penetration and live e-commerce popularity, making it difficult to find hosts.
Other Markets
Brazil faces high logistics costs, weak consumer purchasing power, and high tariffs. Australia has a vast area with a sparse population, low transportation efficiency, and low e-commerce penetration. The Middle East has incomplete logistics infrastructure and low professionalism among delivery personnel.
Response Strategies
Market Layout
To hedge against the risk of losing the U.S. market, TikTok e-commerce plans to launch operations in Italy, Germany, and France in 2025, and will also enter Brazil and Japan.
Technology and Operations
To address live streaming issues in the U.S. market, the TikTok e-commerce team is adjusting algorithms to lower the requirements for host streaming duration and optimizing algorithms for precise live room recommendations. Domestic MCN institutions are establishing live streaming bases in the U.S. to improve efficiency.
User Acquisition
After TikTok was removed from the Apple and Google app stores in the U.S. on January 19, it provided download packages for Android users, while iPhone users can download from app stores outside of China and the U.S.
Potential Challenges
Policy Risks
The U.S. "no sale, no use" legislation has currently resumed application, but the app is still not listed in the Apple and Google app stores, and U.S. European allies may follow suit with a "no sale, no use" strategy.
Market Competition
Temu, under Pinduoduo, achieved sales exceeding $52 billion in 2024, surpassing TikTok e-commerce and creating competitive pressure on TikTok.
Internal Issues In addition to the specific issues faced by the aforementioned markets, there are also challenges such as insufficient supply of live streaming content, which affects user experience and business development.
