TikTok Shop reported a global gross merchandise value (GMV) of US$33.2 billion in 2024, more than doubling its total from the previous year.

The United States became its largest market, contributing US$9 billion in GMV despite launching only in September 2023.

In the US, TikTok Shop hosts 398,000 stores and 10.9 million influencers, who produced 89.5% of the 17 million product videos published in 2024.

Videos made up 58% of GMV, while shops and livestreaming contributed 32% and 10%, respectively.

The top product categories in the US included beauty and personal care, womenswear and underwear, as well as sports and outdoors.

Health, and automotive and motorcycles saw the fastest growth, with GMV increasing over tenfold year-on-year.

Live selling in the US is still developing, with only four live sessions exceeding US$1 million in GMV.

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