How many TikTok Shop sellers are there? (2025 data)
There are approximately 15 million sellers on TikTok Shop globally as of 2025, according to industry tracking data. The platform has experienced explosive growth since launching, with the U.S. market alone expanding from roughly 4,450 shops in mid-2023 to over 475,000 shops by mid-2025—a staggering 5,000% increase in just two years.
TikTok Shop generated $33.2 billion in global GMV in 2024, more than tripling its 2023 performance of $11 billion. The U.S. emerged as a dominant market, contributing $9 billion in sales just 16 months after the platform launched stateside in September 2023.
Numbers at a glance
- 15 million sellers active on TikTok Shop globally
- 500,000+ merchants registered in the United States
- 216,000 U.S. shops with active sales as of December 2024
- 200,000 sellers active in the UK market
- $33.2 billion global GMV in 2024 (201% YoY growth)
- 171,000 U.S. small businesses selling on the platform
- 100,000+ creators using the TikTok Shop affiliate program
- 870 million estimated TikTok users making purchases on TikTok Shop
TikTok Shop sellers by region
Southeast Asia dominates TikTok Shop’s seller base, accounting for nearly two-thirds of all shops on the platform. Indonesia leads with the highest concentration of stores, followed by Thailand and Vietnam.
TikTok Shop stores by country
Thailand stands out as Southeast Asia’s fastest-growing e-commerce market on TikTok, with the platform reaching $5.9 billion in sales and more than 3 million Thai sellers registered.
U.S. market breakdown
The United States has seen remarkable seller growth since TikTok Shop launched in September 2023:
- 475,000 total registered shops (mid-2025)
- 398,000 live stores as of December 2024
- 216,000 shops with active sales
- 171,000 small businesses selling on the platform
- 1,033 shops exceeded $1 million in annual GMV
- 77 shops achieved over $10 million GMV each
Sales to U.S. small businesses grew by 70% year-over-year, and they now account for more than a third of monthly TikTok Shop purchases in the country.
UK market breakdown
TikTok Shop reached 200,000 active sellers in the UK by late 2024—double the number from the previous year. The UK market saw a 131% annual increase in shoppers and a 180% year-over-year rise in revenue.
Over 6,000 TikTok Shop Lives are hosted in the UK every single day. Black Friday 2024 became TikTok Shop’s highest-grossing day ever in UK history, with entrepreneurs selling 27 items every single second.
GMV and seller performance
TikTok Shop’s gross merchandise value has grown exponentially since launch, rising from $1 billion in 2021 to $33.2 billion in 2024.
Southeast Asia generated $38.2 billion in GMV with 8.7 billion units sold, achieving 119% year-over-year growth from Q4 2023 to Q4 2024. The U.S. market saw even more dramatic growth—a 650% increase in its first 16 months.
Sales channels and seller categories
TikTok Shop sellers generate revenue through three primary channels, with short-form video dominating.
Top-selling categories
Beauty & Personal Care is the highest-grossing category on TikTok Shop, generating $2.49 billion in GMV—more than 22% of total sales. In 2023, 85% of the most frequently-purchased products in the U.S. were from beauty and health categories.
Top TikTok Shop categories by sales share
42%
18%
12%
10%
Affiliate creators and influencers
TikTok Shop’s affiliate program has become a significant driver of sales, with over 100,000 creators actively participating. Affiliate links on TikTok have an engagement rate of 5.2%—160% higher than Instagram’s engagement rate for affiliate links.
In the first half of 2025, TikTok’s influencer count reached 15.3 million, with 851,000 (5.57%) actively selling products through videos or live streams. However, sales remain highly concentrated:
- 291 influencers exceeded $1 million in GMV
- Most creators generated under $10,000 in sales
- Micro-influencers (under 50,000 followers) see the highest engagement at 30.1%
Engagement rates by follower count
Creator engagement rate by follower count
30.1%
14.5%
7.0%
Average order value and conversion
On average, U.S. shoppers spent $708 annually through TikTok Shop in 2024, averaging $59 per purchase. TikTok Shop typically shows higher conversion rates (8-12%) compared to traditional e-commerce (2-4%), though average order values tend to be lower.
In 24 out of 27 categories, average transaction prices dropped by 14.08% in 2024. TikTok Shop has traded higher AOV for volume growth, prioritizing discovery-driven impulse purchases over premium positioning.
Frequently asked questions
How many TikTok Shop sellers are there in 2025?
There are approximately 15 million sellers on TikTok Shop globally, with over 500,000 merchants in the United States and 200,000 in the UK.
How fast is TikTok Shop growing?
TikTok Shop’s GMV grew 201% year-over-year in 2024, reaching $33.2 billion. The U.S. market saw 650% growth in its first 16 months.
Which country has the most TikTok Shop sellers?
Indonesia leads with 54,280 active stores (20.52% of global), followed by Thailand (48,370) and Vietnam (46,380).
What percentage of TikTok users shop on TikTok Shop?
Approximately 58% of TikTok users have made purchases on TikTok Shop. With 1.5 billion global users, this represents roughly 870 million shoppers.
What sells best on TikTok Shop?
Beauty & Personal Care dominates, accounting for 42% of total sales. In the U.S., 85% of the most frequently-purchased products come from beauty and health categories.
How many small businesses sell on TikTok Shop?
There are 171,000 U.S. small businesses selling on TikTok Shop, with their sales growing 70% year-over-year.
What is the average order value on TikTok Shop?
U.S. shoppers average $59 per purchase, spending approximately $708 annually on the platform.
How many TikTok creators use the affiliate program?
Over 100,000 creators use the TikTok Shop affiliate program, with affiliate links achieving a 5.2% engagement rate—160% higher than Instagram.
Final thoughts
TikTok Shop has rapidly established itself as a major force in social commerce, growing from $1 billion in GMV in 2021 to $33.2 billion in 2024. With 15 million sellers globally and explosive growth in key markets like the U.S. and UK, the platform shows no signs of slowing down.
The concentration of sellers in Southeast Asia reflects TikTok’s early launch and cultural fit in those markets, while Western expansion continues at a remarkable pace. The U.S. market alone grew from roughly 4,450 shops to 475,000 in just two years.
For sellers, the data suggests opportunity remains significant—particularly for small businesses and creators leveraging short-form video. With projected 2025 GMV of $66.2 billion, TikTok Shop is on track to become one of the largest e-commerce platforms globally.
Sources & methodology
- Capital One Shopping — TikTok Shop revenue and growth statistics
- Momentum Works — Global GMV data and regional analysis
- Aftership — Store counts by country
- Fit Small Business — U.S. seller and small business statistics
- Netinfluencer — UK market seller data
- Influencer Marketing Hub — Creator and affiliate statistics
- Marketing LTB — Category and AOV data
- ChannelX — UK market performance data
