TikTok ecommerce aims for 400% growth in the US  by 2025, according to Chinese media outlet, which cites unnamed sources.

Despite legal uncertainties, its business operations remain unaffected. Key growth categories include home goods and health products.

Short videos drive 40% of the platform’s US Gross Merchandise Value (GMV), while the TikTok mall and live streaming contribute 30% and 10%, respectively.

This contrasts with Southeast Asia, where live streaming plays a bigger role.

Over 90% of TikTok’s US merchants are based in China, benefiting from a simplified entry process introduced in late 2024.

While TikTok faces strong competition in Asia, small and medium-sized merchants see better profit potential in the US.  Future growth depends on adapting to different consumer behaviors across regions.

Recent TikTok developments