TikTok Shop in the U.S. 2024
Description
TikTok Shop achieved a total GMV of US$33.2 billion in 2024, more than doubling its performance from the previous year. Despite launching in the US only in September 2023, the market quickly rose to prominence, becoming TikTok Shop’s largest with a GMV of US$9 billion in 2024.
In the US, TikTok Shop has established an ecosystem comprising 398,000 stores and 10.9 million influencers. Over 17 million product videos have been published, with influencers creating 89.5% of them. Among the three sales channels—videos, shops, and live streams—videos proved the most effective, contributing 58% of GMV, compared to 32% from shops and 10% from live streams.
Beauty & Personal Care, Womenswear & Underwear, and Sports & Outdoors emerged as the top 3 best-selling categories in the US in 2024. Meanwhile, Health and Automotive & Motorcycles stood out as the fastest-growing categories, each experiencing over 10X year-on-year GMV growth.
However, live selling in the US remains in its early stage. Only four live sessions surpassed US$1 million in GMV, with the highest single-session GMV reaching US$2.12 million (compared to US$4 million in Vietnam).
How will TikTok Shop shape the landscape of video live e-commerce in the US? Will the roles of ecosystem players evolve in the long term?
For a detailed analysis of these trends and a comprehensive breakdown of the TikTok Shop ecosystem—stores, products, influencers, videos and live—download Momentum Works’ joint report with Tabcut: TikTok Shop in the United States.
This report covers the following sections:
1. Introduction – TikTok Shop has demonstrated strong potential of video commerce in the US
2. TikTok Shop’s global performance
- TikTok Shop taps into TikTok’s large user (and influencer) base
- Millennials and Gen Zs are the primary user groups of TikTok
- TikTok Shop’s global GMV totalled US$33.2 billion in 2024
- United States has overtaken Indonesia as the largest country by GMV
3. TikTok Shop in the US: Stores, products & sales
- TikTok Shop’s monthly GMV in the US surpassed U$1b in November
- Short videos contribute most of the sales on TikTok Shop in the US
- Beauty & Personal Care is the top selling category in the US
- Average prices of most categories trended down in 2024
- Influencers get the highest average commission by selling health products
- Health and Automotive & Motorcycles were the fastest growing categories
- 77 TikTok Shop stores achieved over US$10m GMV in 2024
- The top store generated approximately US$63.4 million in GMV
- Top viral products on TikTok shop are sold by video
4. TikTok Shop in the US: Influencers, videos & live
- Influencers generate the GMV in the TikTok Shop ecosystem
- For influencers, number of followers does not always lead to high GMV
- Most of US influencers use videos, instead of live, for sales
- However, live is a much more important channel for top influencers
- Only four live sessions generated more than US$1 million GMV
- Three influencers generate the top 10 live sessions
- 7% of all TikTok Shop videos & 60% ot top videos are promoted
5. Benchmark: live commerce in China
- Video commerce has become integral of China’s ecommerce platforms
- Every platform in China runs video and live commerce
- Live commerce in China contributes to a quarter of total ecommerce
- China has a well established live commerce value chain
- Does Douyin / TikTok Shop offer a completely new value proposition for consumers?
6. Conclusion and looking forward
- The ecosystem is still in early stages
- How does the future hold?