In the US, TikTok Shop's GMV reached $5.8 billion, a 91% year-on-year increase, driven by 475,000 stores and 15.3 million influencers. Indonesia surpassed the US to become TikTok Shop's largest market, with a GMV of $6 billion.
The US, Thailand, and Vietnam followed closely behind, while Malaysia, with its GMV soaring 150% year-on-year to $2.7 billion, was the fastest-growing market, surpassing the Philippines. Notably, Singapore was the only market to experience negative growth.
In the US, livestream sales from TikTok Shop accounted for 14% of total GMV, up from 10% in 2024, but remain nascent compared to Southeast Asian and Chinese markets. Video content remains the primary sales channel, accounting for 50%, while store growth reached 36%.
