TikTok Shop sales hit $15.8bn in 2025, set to surpass $20bn in 2026

TikTok Shop grew its US sales by 108% in 2025, reaching $15.82 billion, according to Emarketer's inaugural forecast for TikTok Shop released in December 2025. The platform's sales will surpass $20 billion in 2026 and reach over $30 billion in 2028, positioning social commerce as one of the fastest growing channels in retail. US social commerce sales amounted to $87.02 billion in 2025, up 21.5% year over year, and will grow another 18% in 2026, surpassing $100 billion for the first time.

Global TikTok Shop GMV reached $64.3 billion in 2025, nearly double the prior year. TikTok Shop commanded 18.2% of total US social commerce in 2025, with that share expected to hit 24.1% by 2027. The platform launched in the US in September 2023 after a beta in the UK from 2021.

What share of TikTok Shop sales does fashion represent?

Fashion and apparel accounted for 22% of TikTok Shop GMV, according to Digital Applied, second only to beauty and personal care at 28%. In the four weeks to 21 October 2026, womenswear and underwear represented 13.2% of estimated US revenue, with fashion accessories adding 5.6%, based on data tracked by industry analysts.

In November 2025, beauty accounted for about 30% of units sold across the 10 biggest categories, almost twice as much as womenswear. Clothing, shoes and accessories make up roughly 30% to 35% of all TikTok Shop transactions, according to platform observers, though the category commands lower average order values than electronics or home goods.

Fashion's strength on TikTok Shop stems from the format itself. Creators naturally wear and showcase products, and a simple outfit video doubles as a product recommendation. Try on content and styling videos convert particularly well, as shoppers can see fit, movement and styling in ways static product photography cannot replicate.

How does TikTok Shop perform in the UK and Europe?

TikTok Shop is now live in 10 European markets: the UK, France, Germany, Ireland, Italy, Spain, Austria, Belgium, the Netherlands and Poland, with the last four launching on 15 June 2026. The UK launched first, from 2021, making it TikTok Shop's first Western market.

The European market grew by over 100% in 2025, according to informed sources cited by industry publications. For Germany, France, Spain and Italy, Kalodata estimated gross merchandise value at just under 499 million euros in the 90 days leading up to 9 July 2026. Daily gross merchandise value in Austria, Belgium, the Netherlands and Poland grew at a triple digit percentage rate between August 2025 and February 2026, TikTok stated.

Samsung UK launched on TikTok Shop in December 2025, marking a major milestone as the largest technology brand now available on TikTok Shop. In February 2025, Lidl UK positioned itself as the first supermarket to run a temporary promotion on TikTok Shop, pairing the launch with limited edition high protein bundles and merchandise.

From 19 October 2026, sellers from eight EU countries including the Netherlands can sell their products directly to British consumers through TikTok Shop Cross border EU and UK, with the full launch following a pilot that started 21 September.

Which fashion brands have adopted TikTok Shop?

ASOS connected with Gen Z on FashionTok, PUMA drove a 737% GMV boost with live shopping and influencers, and PrettyLittleThing ran exclusive launches that sparked fashion frenzy, according to platform case studies. Tarte has sold nearly 600,000 units of its CC under eye colour corrector on TikTok Shop in the US, a beauty brand executive told a retail conference.

Brands from Disney to Ralph Lauren to PacSun have started to embrace TikTok Shop as a channel. UK fashion names including Sugar Island Clothing and Tolchard Luxury used TikTok Shop to build trust and engage directly with their target audience.

Adoption patterns vary. TikTok Shop had roughly 803,500 registered stores in the US according to a Momentum Works report produced with Tabcut, but more than half of them recorded zero sales in 2025. Success requires consistent content production, creator partnerships and willingness to invest upfront.

What commission and take rates do sellers pay?

In 2026, TikTok Shop charged a 6% referral fee in the United States and 9% in the United Kingdom, based on published fee schedules. But platform fees represent only part of seller costs.

The average US TikTok Shop affiliate commission rate stood at 13.02% as of 2026. In 2026 the floors serious creators expected were roughly 20% for beauty and skincare, 22% for supplements and wellness, 20% for hair care, 15% to 18% for pet, 15% for fashion, and 10% to 15% for home.

TikTok Shop's exact rates include a 6% referral fee on almost every US category, plus whatever affiliate commission sellers set for creators, typically 10% to 20%, meaning the real take rate lands at 16% to 26% of revenue before fulfilment. The all in take on a first year $40 product lands at 38% to 52% of GMV once FBT fulfilment, creator commissions and GMV Max ad spend stack up, according to unit economics models published by commerce analysts.

• Platform referral fee: 6% (US) or 9% (UK)
• Affiliate commission: 10% to 25% depending on category
• Payment processing: approximately 1.75%
• Fulfilment costs if using Fulfilled by TikTok
• Advertising spend to drive discovery

Navi Singh, founder of San Diego based TikTok Shop agency Sohva, advised that brands interested in selling on TikTok Shop should prepare themselves to spend the first three to six months testing and learning at a loss.

How do live shopping conversion rates compare?

TikTok Live shopping converted at 7.8% in 2026, against 2.1% for feed ads, a 3.7 times lift, based on Dashboardly's April 2026 benchmarks. Live shopping converted at 8% to 12%, and during interactive livestreams purchase rates could hit as high as 76%, driven by scarcity and host persuasion.

TikTok Shop generally saw higher conversion rates of 3.2% to 4.7% compared to traditional ecommerce at 2% to 3% and Instagram Shopping at approximately 2.1%, while LIVE shopping sessions converted even higher, often between 5% and 12%. Fashion and apparel specifically achieved 4.2% to 5.1% conversion rate.

Live now drove 26% of US TikTok Shop GMV, up from 14% in 2024. The average buyer watched 22 minutes per LIVE session, and conversion rate peaked around the 30 to 60 minute mark as viewer trust built, but average order value declined because late session buyers were impulse stacking smaller items.

Not all data sources aligned. Jungle Scout's Q1 2026 Seller State of the Union report found Amazon Live sessions converted at an average 4.2% direct add to cart rate against 1.8% direct checkout conversion for TikTok Shop live streams, because Amazon Live surfaced on product pages to shoppers already searching, while TikTok Live reached people scrolling For You without purchase intent yet.

What does sustained growth require from fashion businesses?

Platform growth and brand profitability diverge. The platform grew 407% in 2024, then 108% in 2025, and was projected to grow 48% in 2026, showing deceleration as the base expanded. The number of TikTok buyers grew 13.6% in 2025 to 53.2 million, and another 8.6% to 57.7 million in 2026.

Fashion businesses entering TikTok Shop face structural costs beyond platform fees. When wellness brand Bloom Nutrition joined TikTok Shop in 2024, it sent anywhere from 10,000 to 20,000 samples per month to affiliate creators in hopes that they would share videos featuring its products. Product seeding, content production and creator relationship management require dedicated resources.

Affiliate creator content drove 42% of TikTok Shop's US GMV, making it the single largest sales channel on the platform, with video content including affiliate videos accounting for 50% of total GMV, the Shop tab at 36% and live commerce at 14%. Brands that succeed treat creator partnerships as a core channel, not an experiment.

Returns also weigh on economics. Return rates for fashion and apparel ranged from 20% to 33%, according to commerce analysts, higher than beauty or consumables. Impulse purchases driven by viral content or time limited live shopping offers may return at elevated rates when items arrive.