TikTok Shop Matches eBay, Surpasses $26B in Global GMV

TikTok Shop generated an estimated $19 billion in global sales in Q3 2025, placing it alongside eBay in scale. Its global gross merchandise volume (GMV) reached $26 billion in H1 2025, with the U.S. and Southeast Asia fueling much of the expansion.

What happened

Analytics from EchoTik indicate TikTok Shop sold approximately $19 billion in products worldwide between July and September 2025, with U.S. sales estimated at $4–4.5 billion—a 125 percent increase from Q2. These quarterly figures put TikTok Shop on par with eBay’s Q3 performance of $20.1 billion. Globally, TikTok Shop’s GMV hit $26 billion in the first half of 2025, more than doubling year‑over‑year.

Context

TikTok Shop entered the U.S. e‑commerce market in September 2023. Its rapid ascent underscores the effectiveness of in‑app commerce driven by short‑form video and creator‑led product demos. Live‑stream shopping remains nascent in the U.S., accounting for a small share of traffic—versus nearly half of all sessions on China’s Douyin.

Southeast Asian markets—including Thailand, Indonesia, Vietnam, and the Philippines—continue to be top-performing regions, where live commerce enjoys broader adoption.

Why it matters

The scale and pace of TikTok Shop’s growth highlight shifting consumer behavior toward embedded social commerce. The platform is closing the gap on established marketplaces globally, especially by converting content engagement into direct sales. Its traction in the U.S. signals broader potential for creator-driven retail.

What’s next

TikTok Shop is expected to sustain momentum as it expands into Europe and Latin America. Improvement in livestream infrastructure and tighter seller vetting in the U.S. may shape future adoption trends. Global GMV growth is likely to continue if short‑form and live commerce gain deeper integration across new regions.