TikTok Shop in the U.S. H1 2026

TikTok Shop continued its rapid global expansion in H1 2026, reaching an estimated US$50.3 billion in GMV, up 92% year on year, and is on track to surpass US$100 billion for the full year. 

The U.S. doubled GMV to US$11.8 billion (+103% YoY), overtaking Indonesia to become TikTok Shop's largest market globally again, with 1.35 million stores and 20 million influencers in the ecosystem.

But the U.S. is not following the same path as China and Southeast Asia. Shop became the largest attributed source of GMV, rising to 51.4%, while video and live declined to 40.4% and 8.2%. Video continues to drive discovery, but more transactions are ultimately completed through Shop. Live remains important among top influencers, unlike in Asia where it drives a significant percentage of overall platform GMV.

TikTok Shop in the U.S. H1 2026 is Momentum Works' latest decision-support report tracking how the market is scaling, how its ecosystem is becoming more professionalised, and why its development is diverging from more mature Asian markets.

Built on large-scale platform data from Tabcut and Momentum Works' ongoing ecosystem research, the report covers market growth, sales-channel shifts, stores and influencers, category and pricing dynamics, live commerce, and the role of AI in shaping the next stage of competition.

What's new in this edition (Aug 2026):

• Latest global and U.S. TikTok Shop GMV, growth and monthly performance;
• How the U.S. regained its position as TikTok Shop's largest market globally;
• The shift in attributed GMV across Shop, video and live;
• Growth in stores and influencers, including those crossing key GMV thresholds;
• Top stores, products and influencers, and the continued turnover in market leaders;
• Category growth, average price movements and influencer commission ranges;
• Why the U.S. TikTok Shop ecosystem is developing differently from China and Southeast Asia;
• How AI-generated video and livestreaming could lower production costs and intensify competition;
• TikTok Shop's different playbooks across the U.S., Europe, Japan, Brazil and Mexico.

This report is designed for decision-makers including:

• Executives and leadership teams;
• Strategy, ecommerce and regional teams;
• Investors and funds;
• Brands, sellers and platform operators;
• Agencies, MCNs and service providers supporting merchants and creators;
• Founders and operators building on TikTok Shop in the U.S.

How leaders use this report:

• To assess the scale and direction of TikTok Shop's U.S. growth;
• To compare Shop, video and live strategies;
• To benchmark stores, influencers, categories and products against market leaders;
• To identify where competition is intensifying and where opportunities remain;
• To understand how the U.S. market differs from China, Southeast Asia and other TikTok Shop markets.