TikTok Shop has redefined social commerce in just two years, with massive GMV gains, creator participation, and strategic content integration, positioning it as a dominant force in U.S. and global commerce. Here’s what you need to know:
- U.S. TikTok Shop GMV skyrocketed from $15.1M (July 2023) to $1.1B (July 2025) and crossed $70 billion in global GMV since launching in Southeast Asia in Q4 2022.
- Alex Nisenzon, CEO of Charm.io, emphasized TikTok’s unique value: Natively embedded commerce through creator content that doesn’t feel transactional but still drives huge sales volume.
- Charm data shows that the number of creators making sales on TikTok Shop rose from 11,800 in 2023 to 184,000 in 2025, with many everyday users earning affiliate revenue, reshaping the creator economy.
- The number of shops on TikTok Shop has increased 5,000% from 4,450 in July 2023 to 231,334 in July 2025. The number of shops that made sales increased by 3,212% from 2,732 in July 2023 to 90,495 in July 2025.
- Pre-recorded videos outperform livestreams. 66% of sales come from creator videos vs. just 18% from livestreams, proving that short-form content remains the preferred shopping vehicle for U.S. consumers.
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