TikTok Shop ranks first globally in growth rate in 2025

TikTok Shop, the global e-commerce platform under ByteDance, has experienced rapid growth. On January 7th local time, informed sources revealed to reporters that in 2025, TikTok Shop had 400 million active consumers; the platform's GMV approached the scale of hundreds of billions of dollars, ranking fifth among mainstream overseas e-commerce platforms and first in terms of growth rate, behind only Amazon, Wal Mart, Shopee, and eBay. This achievement is mainly attributed to its unique "interest-based e-commerce" model and rapid expansion in the global market. Public information shows that TikTok Shop was initially launched in 2021 and has entered 17 markets worldwide after nearly five years of development, including the United States, multiple European countries, six Southeast Asian countries, as well as Mexico, Brazil, Japan, and others. The platform vigorously promotes the "interest-based e-commerce" model, but while experiencing rapid growth, it also faces fierce competition and challenges from traditional e-commerce platforms in various markets.

TikTok Shop emerged in 2025 as the fastest-growing platform globally, exerting complex and multifaceted impacts on global business competition and patterns. Firstly, it has influenced the e-commerce landscape. In 2025, TikTok Shop's Gross Merchandise Volume (GMV) approached hundreds of billions of dollars, ranking fifth globally, behind Amazon, Wal Mart, Shopee, and eBay, but its growth rate far surpassed that of other platforms. Its rapid expansion directly challenged the market position of traditional e-commerce giants, especially in Southeast Asia. In just four years, TikTok Shop became the second largest e-commerce platform in Southeast Asia, second only to Shopee, and continues to approach the top position. TikTok Shop has demonstrated strong performance in emerging markets such as Latin America and Japan. For instance, GMV in the Brazilian market increased by 25 times in the first three months after launch, and in the Japanese market, GMV increased by 20 times within four months of launch. This explosive growth not only opened up new growth opportunities for the platform but also compelled traditional e-commerce platforms to accelerate their layouts in emerging markets. TikTok Shop has covered 17 markets worldwide, including the United States, multiple European countries, six Southeast Asian countries, as well as Mexico, Brazil, and Japan. Its global footprint not only expands its user base but also enhances its market adaptability through localized operations (such as optimizing supply chains and improving logistics efficiency), further solidifying its position as a global e-commerce leader.

Secondly, regarding the impact on consumers, TikTok Shop has established a transactional closed loop of "interest discovery - content seeding - trust and purchase" through short videos and live streams, breaking the traditional shelf-based e-commerce path dependency of "people seeking products". This model allows consumers to make shopping decisions while enjoying entertainment, enhancing the fun and convenience of the shopping experience. In 2025, the GMV share of live streams in the US region of TikTok Shop increased from 10% to 14%, and the highest GMV record for a single live stream in Southeast Asia exceeded $8 million, which is eight times the highest record in the US market. The rise of live-streaming e-commerce has not only changed consumers' shopping habits but also given birth to new professional forms (such as professional sales anchors) and marketing strategies. In the US market, the number of consumers shopping through TikTok Shop has increased by nearly 50% year-on-year, and users have formed a habit of shopping on the platform. This stickiness not only brings stable traffic to the platform but also provides a foundation for long-term business operations for merchants.

Thirdly, the impact on the commercial supply chain. The rapid growth of TikTok Shop has driven an increase in logistics demand. As the order volume on the platform continues to climb, the logistics industry faces greater challenges and opportunities. To meet the platform's needs, logistics enterprises need to continuously improve logistics efficiency and service quality. The rise of TikTok Shop has also promoted the optimization of the supply chain. To enhance their competitiveness, merchants have begun to focus on the management and optimization of the supply chain. They improve the efficiency and flexibility of the supply chain by establishing long-term partnerships with suppliers and adopting advanced supply chain management technologies. In emerging markets, the rise of TikTok Shop has brought new development opportunities to the logistics industry. As the platform continues to expand in emerging markets, logistics enterprises need to accelerate their layout and expansion in these markets to meet the platform's needs.

In summary, TikTok Shop led the global growth rate in 2025, not only profoundly reshaping the competitive landscape of the e-commerce industry, but also triggering chain reactions in multiple dimensions. This commercial revolution triggered by short videos and live streaming has become an important driving force for the restructuring of the global business landscape.