TikTok Shop sold roughly $15 billion of merchandise in the US in 2025, according to independent estimates, and was on pace to grow much faster in 2026. TikTok does not publish annual sales, so every total here is an outside estimate: Momentum Works puts 2025 US gross merchandise value (GMV) at $15.1 billion, and eMarketer puts US sales at $15.82 billion. What TikTok does publish is narrower: sales above $500 million over the four days of Black Friday to Cyber Monday 2025, and a 6% referral fee on most categories. Figures were last checked on November 9, 2026.
The estimates do not agree on growth. Momentum Works has 2025 US GMV up 68%, while eMarketer has US sales up 108%. The two firms start from different 2024 figures and measure slightly different things, so treat the growth rate as a range and the 2025 total as roughly $15 billion. A third estimate, from Charm.io as reported by Modern Retail, put 2025 US sales above $14 billion.
More than half of US stores, over 400,000 of them, sold nothing in 2025, so the median store had no revenue at all. If you open a shop, budget for creator partnerships and video, which drove half of 2025 US GMV.
Momentum Works splits US GMV by where the purchase started:
TikTok's own Black Friday and Cyber Monday 2025 figures point the same way. Brands and sellers hosting livestreams grew sales 84% compared with the 2024 campaign. Shoppers watched more than 760,000 livestream sessions, which drew more than 1.6 billion views, and creator affiliates posted nearly 10 million shoppable videos during the campaign.
TikTok Shop's US referral fee page lists these rates:
TikTok says there is no setup fee to join, and that payouts reach the seller's bank account after orders are completed and any return or refund window has passed. The referral fee is only part of the cost. Creator affiliate commissions, shipping, samples and advertising sit on top of it.
Illustrative numbers: a $40 order in a 6% category, sold through a creator on a 15% affiliate commission. The commission rate is an example. Sellers set their own.
The platform fee is the smaller of the two deductions. On a creator-driven sale the commission can be more than twice the referral fee, and it is the line most often missing from a seller's books.
TikTok Shop is now big enough to show up in a seller's annual numbers, and it pays out on a different rhythm than Amazon or Shopify. Three things matter at close:
ConnectBooks syncs TikTok Shop sales, fees and refunds into QuickBooks or Xero with each payout matched to the bank. See how TikTok Shop accounting works in ConnectBooks, or the TikTok Shop to Xero setup.
Independent estimates put TikTok Shop's 2025 US sales at about $15 billion: $15.1 billion in GMV according to Momentum Works and $15.82 billion according to eMarketer. Momentum Works estimated $11.8 billion in the first half of 2026 alone, and eMarketer forecasts $23.41 billion for the full year.
No. TikTok does not report annual TikTok Shop sales. It publishes event figures, such as sales above $500 million over Black Friday to Cyber Monday 2025, and growth rates, such as a 66% sales increase for US small businesses in 2025. Annual totals come from research firms that track store data.
TikTok Shop charges a 6% referral fee on most US categories, with 5% for certain fine jewelry and pre-owned categories and 3% on the part of a collectibles or pre-owned sale above $10,000. Affiliate commissions, shipping and advertising are separate costs.
Momentum Works counted 803,500 US stores in 2025, more than half of which made no sales. TikTok says more than 215,000 US small businesses are selling on the platform.
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