What is the average TikTok Shop order value? (2025 data)

The average TikTok Shop order value is approximately $35 to $59, depending on the market, product category, and measurement methodology. In the United States, consumer surveys place the typical order at $59 per purchase, while transaction-level data shows a median closer to $35. This range reflects TikTok Shop’s position as an impulse-driven, discovery-first shopping platform where lower-priced items dominate sales volume.

Numbers at a glance

• $35 — Average TikTok Shop order value based on transaction data
• $59 — Average per-purchase spend for U.S. shoppers under 60
• $59.60 — TikTok Shop AOV during Black Friday/Cyber Monday 2024
• $20–$50 — Typical spending range per order for impulse purchases
• 14.08% — Average decline in transaction prices across 24 of 27 product categories in 2024
• $5 — AOV in Southeast Asian markets like Malaysia and Indonesia
• 81.3% — Repeat customer rate on TikTok Shop (February 2024)

Why TikTok Shop’s AOV is lower than traditional ecommerce

TikTok Shop’s average order value sits significantly below traditional ecommerce platforms, and this is by design. The platform has deliberately traded higher AOV for explosive GMV growth, prioritizing transaction volume over basket size.

Several factors drive this lower AOV. First, TikTok’s audience skews younger, with approximately 60% of global users aged 16 to 34. This demographic typically has less disposable income than older shoppers on platforms like Instagram or Amazon. Second, the platform’s algorithm-driven, entertainment-first experience encourages impulse purchases of affordable items rather than considered purchases of premium products.

Transaction prices fell in 24 out of 27 product categories on TikTok Shop in 2024, with an average decline of 14.08%. This signals that TikTok has consciously prioritized volume growth over per-order revenue. Heavy promotional activity, including platform-subsidized discounts and free shipping on orders over $20, further compresses order values.

TikTok Shop AOV compared to other platforms

TikTok Shop’s order value sits at the lower end of the ecommerce spectrum. During Black Friday/Cyber Monday 2024, analysis of over 30,000 shops revealed stark differences between advertising platforms. TikTok’s $59.60 AOV was substantially lower than Meta’s $100.17 and Google Ads’ $88.17, though it outperformed Amazon’s $37 for the same period.

Instagram Shopping tends to attract higher-value transactions, with brands consistently reporting better results for premium items like luxury goods, home decor, and fashion. This makes sense given Instagram’s slightly older demographic (ages 18-45) with higher household incomes. TikTok’s $59 AOV highlights its strength in driving impulse purchases for affordable to mid-range products.

The comparison with Amazon is particularly instructive. Amazon’s overall U.S. marketplace AOV sits at approximately $52 per order, though this varies significantly by category. Electronics typically see $75-120 AOV, while books average $15-25. TikTok Shop’s beauty-heavy product mix naturally gravitates toward lower order values.

AOV by region: U.S. vs. Southeast Asia

TikTok Shop’s average order value varies dramatically by geography. In the United States and Singapore, AOV hovers around $20 per transaction, while Malaysia and Indonesia see averages closer to $5.

This regional disparity reflects several factors. Southeast Asian markets have longer histories with social commerce and livestream shopping, where high-frequency, low-value purchases are the norm. The income demographics also differ significantly, with U.S. buyers having greater purchasing power on average.

It’s worth noting that Southeast Asia accounts for approximately two-thirds of all TikTok Shop activity and historically over 90% of items sold by volume. The region’s dominance in transaction count, combined with its lower AOV, significantly pulls down global averages.

AOV by product category

Order values vary considerably across TikTok Shop’s product categories. Beauty and personal care, the platform’s dominant category with $2.49 billion in U.S. GMV (22% of total sales), typically sees AOV in the $30-50 range for individual products, though bundled purchases can push higher.

Beauty and apparel categories on TikTok Shop deliver average order values of $63-64, higher than the platform average. This premium is driven by product bundling strategies, where sellers combine multiple related items to increase basket size.

Products priced between $15 and $35 tend to perform exceptionally well on TikTok Shop. Beauty brands have achieved conversion rates as high as 8.2% for products in this price range. Higher-ticket items face more resistance, with furniture brands reporting significantly lower conversion rates despite strong performance on Instagram.

TikTok Shop buyer behavior and spending patterns

Understanding how TikTok Shop users actually spend reveals why AOV trends the way it does. U.S. shoppers under 60 spent an average of $708 on TikTok Shop throughout 2024, averaging approximately one purchase per month at $59 per transaction.

Spending distribution is heavily skewed toward smaller purchases. About 42% of TikTok Shop buyers spend under $50 annually, largely on impulse or low-cost items like accessories, gadgets, and makeup. Nearly 40% spend between $51 and $250 per year. Only a small fraction of users make high-value purchases exceeding $500 annually.

Impulse purchasing is central to TikTok Shop’s model. More than half of TikTok Shop customers admit to making impulse purchases on the app—10% higher than Facebook. The platform’s algorithm repeatedly pushes trending products, blending entertainment with buying opportunities and encouraging instant conversions.

The most popular purchase categories are personal accessories (46%), household items (43%), and fashion/clothing (approximately 40%). These categories naturally lend themselves to lower price points and impulse decision-making.

What this means for sellers

TikTok Shop’s lower AOV has significant implications for merchants. Products priced under $50 generally perform best on the platform, with the sweet spot appearing to be the $15-35 range for impulse-friendly categories. Sellers with higher-ticket items may find TikTok more effective for awareness than direct conversion.

Bundling strategies can help increase AOV. Successful sellers combine related products into value packs framed as “creator kits” or “starter packs” to tap into TikTok’s content creation culture. Instead of selling a single $12 claw clip, sellers offer bundles of 5 colors for $35, adding perceived value while increasing order size.

The economics require careful consideration. TikTok charges sellers approximately 6% commission per order (up from 2% in 2023), with rates climbing to 8% in mid-2024. Combined with influencer commissions (5-20%), warehouse fees, and advertising costs, total costs can reach 50-60% of retail price. Lower AOV amplifies the impact of these fees on profit margins.

Frequently asked questions

What is the average TikTok Shop order value in the U.S.?

The average TikTok Shop order value in the United States ranges from $35 to $59, depending on the data source. Transaction data shows $35, while consumer surveys indicate $59 per purchase.

How does TikTok Shop AOV compare to Amazon?

TikTok Shop’s AOV is comparable to or slightly higher than Amazon’s general marketplace average of approximately $52. However, during Black Friday/Cyber Monday 2024, Amazon’s AOV dropped to $37 while TikTok maintained $59.60. Both platforms emphasize volume over high-value transactions.

Why is TikTok Shop’s average order value so low?

Several factors contribute: TikTok’s younger demographic (60% aged 16-34) has less disposable income, the platform’s entertainment-first design encourages impulse purchases of affordable items, and TikTok has deliberately prioritized volume growth through promotional pricing and subsidies.

What product categories have the highest AOV on TikTok Shop?

Beauty and apparel categories tend to have higher AOV, averaging $63-64. Products priced between $15-35 in these categories see the strongest conversion rates, particularly when bundled together.

How much do TikTok Shop users spend annually?

U.S. shoppers under 60 spent an average of $708 on TikTok Shop in 2024, making approximately 12 purchases per year (roughly once per month) at $59 each.

Is TikTok Shop AOV increasing or decreasing?

AOV has been declining. In 2024, average transaction prices fell in 24 of 27 product categories by an average of 14.08%. This reflects TikTok’s strategic choice to trade higher order values for GMV growth through aggressive promotional activity.

What’s the average order value for TikTok Shop in Southeast Asia?

TikTok Shop AOV in Southeast Asian markets is significantly lower than the U.S. Malaysia and Indonesia see average order values of approximately $5, while Singapore averages around $20.

How can sellers increase their TikTok Shop AOV?

Successful strategies include bundling related products together (turning a $12 item into a $35 bundle), offering tiered pricing with volume discounts, and targeting slightly older demographics within TikTok’s user base who have higher purchasing power.

Final thoughts

TikTok Shop’s average order value of $35-59 reflects a platform optimized for discovery and impulse purchasing rather than considered, high-value transactions. While this AOV sits below traditional ecommerce benchmarks, it aligns with TikTok’s strategic focus on transaction volume and GMV growth.

For sellers, the lower AOV requires careful margin management. The combination of platform fees, creator commissions, and promotional expectations means that low-ticket items need strong volume to be profitable. Products in the $15-50 range with high visual appeal and impulse-purchase potential tend to perform best.

Despite lower per-order values, TikTok Shop’s high repeat purchase rate (81.3%) and strong purchase frequency (5.3 transactions per buyer annually) suggest that customer lifetime value may be more meaningful than individual order value. As the platform matures, sellers who master the balance between volume and profitability will be best positioned to succeed.

Sources & methodology

This analysis synthesizes data from multiple industry sources including consumer surveys, transaction-level analytics, and ecommerce reports. All figures represent the most recent publicly available data as of January 2025.

• PartnerCentric — Consumer survey on TikTok Shop spending (February 2024)
• Earnest Analytics — Transaction-level AOV data
• Triple Whale — BFCM 2024 Retrospective Report
• Fit Small Business — TikTok Shop statistics compilation
• Tabcut — Regional AOV data and GMV tracking
• ChannelX / Strike Digital — TikTok Shop 2025 statistics
• AmzScout — TikTok Shop spending range data
• Resourcera — Global TikTok Shop statistics
• Influencer Marketing Hub — Category GMV breakdown
• Modern Retail — TikTok Shop seller economics
• Napolify — Category AOV benchmarks