A Closer Look at the Numbers

The U.S. market alone contributed $5.8 billion in GMV, a 91% increase from the same period in 2024. Indonesia remains the largest market with $6 billion, followed by the U.S., Thailand, and Vietnam. This expansion highlights TikTok Shop’s growing influence across global e-commerce.

Why Live Streaming Matters (But Video Still Leads)

While live streaming is gaining traction—U.S. GMV share for live sessions rose from 10% to 14%—traditional video content still dominates as the top driver of sales. Interestingly, only one live session exceeded $1 million in GMV in H1 2025, compared to four in 2024. This shows that while live commerce is growing, video-based campaigns remain a key strategy for reaching buyers.

What This Means for Brands

• Global reach is expanding: TikTok Shop isn’t just a regional player; it’s a platform where brands can reach millions worldwide.
  
  

• Content strategy matters: Investing in both video campaigns and selective live streams can maximize engagement and sales.
  
  

• Market-specific approaches: Tailor campaigns for key regions like the U.S., Indonesia, and Southeast Asia to capitalize on the highest GMV growth.

How Zorilla Marketing Can Help

Navigating TikTok Shop’s rapidly growing ecosystem can be challenging—but that’s where Zorilla Marketing comes in. From influencer identification to content strategy and campaign execution, we help brands maximize visibility, boost GMV, and create meaningful creator collaborations. Whether you’re launching your first TikTok Shop campaign or scaling globally, we make growth simple and results-driven.

Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel.

Also Read:

1. Beware 15,000 Fake TikTok Shop Domains Stealing Crypto & Data

2. TikTok partners with Fiege for fulfillment in Germany