TikTok Shop isn’t just growing—it's shifting the entire retail landscape. By the end of 2024, the TikTok Shop market share in the United States reached 29.3% of total global GMV, a massive leap from just 20.3% the year before. Let’s break down how that happened—and why it matters.
Charm data illustrates a clear and rapid shift in TikTok Shop's global distribution of GMV. While Southeast Asia (SEA) held 100% of the market in Q4 2022, its share declined to 65.1% by Q4 2024—a drop of 35 percentage points.
At the same time, the United States emerged as the second-largest market, growing from 20.3% in Q4 2023 to 29.3% by Q4 2024. This means nearly 1 in 3 TikTok Shop transactions now come from the U.S.
The UK, though still smaller in scale, recorded the fastest proportional growth. From just 0.4% of global GMV in Q1 2024, it climbed to 5.5% by Q4 2024—a 13x increase.
Together, these numbers highlight TikTok Shop’s transformation from a single-region operation to a platform with strong, multi-regional traction. With markets like Mexico and Spain expected to come online in 2025, TikTok’s market share map will likely continue to evolve rapidly.
The U.S. ecommerce engine turned on in late 2023, and by 2024, it gained significant traction. According to the data, the U.S. share of TikTok Shop global GMV increased from 20.3% in Q4 2023 to 29.3% by Q4 2024.
This reflects a 9 percentage point rise over a 12-month span:
By the end of 2024, nearly one in every three TikTok Shop purchases worldwide came from the U.S., solidifying its position as the platform’s second-largest market after Southeast Asia.
Southeast Asia (SEA) remains TikTok Shop’s foundation, but its share of global GMV is steadily decreasing. Not due to slowing demand—but because TikTok is scaling worldwide.
In Q4 2022, SEA held a full 100% of TikTok Shop's GMV. That’s because it was the only active region at the time, with markets like Indonesia, Malaysia, Thailand, and Vietnam serving as the launchpad. These countries saw early success thanks to mobile-first users, a strong creator economy, and cultural comfort with livestream selling.
However, as TikTok Shop expanded to the U.S. and UK in 2023 and 2024, the global market became much more competitive. By the end of 2024, SEA’s share dropped to 65.1%. That 35-point drop doesn’t reflect failure—it reflects growth elsewhere. TikTok didn’t lose SEA; it added powerful new players into the mix.
Here’s a quarter-by-quarter breakdown of SEA’s share of global GMV in 2024:
The data shows a steady decline in regional dominance throughout the year as more sales volume shifted to newly launched markets.
What’s important to note: SEA still drives the majority of TikTok’s ecommerce success. It leads in GMV, seller activity, and livestream volume. But now, it's part of a bigger ecosystem. Other regions are gaining ground quickly, and SEA will need to keep evolving to maintain leadership in this rapidly globalizing platform.
The UK began making meaningful moves in the TikTok Shop ecosystem throughout 2024. According to the data, the region's market share grew from just 0.4% of global GMV in Q1 to 5.5% by Q4. That represents a 13x increase in less than a year.
Here’s a quarter-by-quarter breakdown:
While still behind Southeast Asia and the United States, the UK’s acceleration throughout the year is significant. If the current growth trajectory holds, it’s likely the UK could reach or exceed double-digit share by 2025, positioning itself as a key player in TikTok Shop’s global landscape.
The TikTok market share 2024 data shows a major shift in global ecommerce power. Southeast Asia no longer holds the monopoly. The U.S. commands nearly a third of total GMV. The UK, once negligible, is now gaining serious ground.
If you’re selling, scaling, or strategizing for global commerce, TikTok isn’t optional. It’s now a core battleground for sales, visibility, and growth.
Ignore it, and you’re sidelined. Lean in, and you're riding the next major wave of retail.
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