TikTok Shop Sales Breakdown: How the US, UK, and Southeast Asia Stack Up

TikTok shop is no longer a side hustle—it’s a global sales machine. With billions in GMV and millions of active shops, the platform is rewriting ecommerce across key markets. Let’s break down the latest TikTok shop sales data, comparing the US, the UK, and Southeast Asia as of March 2025.

TikTok Shop Sales 2024: A Multi-Market Surge

Charm’s data on TikTok shop sales 2024 shows the significant traction across all three major regions—Southeast Asia, the United States, and the United Kingdom.

• Southeast Asia (SEA) remains the top performer with $38.2 billion in GMV, 8.7 billion units sold, and 1.1 million active shops.
• The United States is now the second-largest market with $10.4 billion in GMV, 583 million units sold, and 275,000 active shops.
• The United Kingdom has reached $1.5 billion in GMV, moved 146 million units, and onboarded 72,000 shops.

All three markets show strong investment in advertising—with the US leading at $2.5 billion in ad spend, followed by SEA at $2.1 billion, and the UK at $122 million.

What’s clear? TikTok’s ecommerce engine has evolved from a single-region model to a distributed, multi-market force. Sales growth is no longer driven by one country—it’s happening everywhere, and fast.

TikTok Shop USA Crosses $10B in Sales

The TikTok shop USA market has officially crossed $10.4 billion in GMV as of March 2025. This milestone reflects its rapid evolution into one of TikTok shop's top-performing regions.

Here’s a deeper look at the US numbers:

• Total GMV: $10.4 billion since market launch
• Quarter-over-quarter GMV growth (Q4 2024 vs Q4 2023): 288%
• Units sold: 583 million products
• Active shops: 275,000
• Total ad spend: $2.5 billion invested into performance marketing

This scale puts the US second only to Southeast Asia in overall TikTok shop sales. While it doesn’t yet rival SEA's volume, the year-over-year percentage growth is unmatched. The data signals that TikTok shop in the US has transitioned from early-stage adoption to full commercial scale.

With over a quarter-million active sellers and billions spent on advertising, the US market is now one of the most competitive and high-opportunity segments in TikTok's ecommerce ecosystem.

United Kingdom TikTok Market Is Warming Up

The United Kingdom TikTok market may be smaller compared to the US and Southeast Asia, but the data shows clear signs of upward momentum and increasing scale.

• Total GMV: $1.5 billion since launch
• Total units sold: 146 million
• Active shops: 72,000
• Total ad spend: $122 million

While YoY GMV growth data for the UK isn’t available, the scale of its current metrics shows solid regional adoption. With nearly three-quarters of a million active shops and over 100 million units sold, the UK has firmly established itself as a key emerging player in TikTok’s ecommerce ecosystem.

The market still has room to grow, especially as seller onboarding accelerates and more ad dollars are funneled into the region. The numbers also suggest that consumer behavior is shifting to embrace TikTok shop more regularly, making it one to watch closely in 2025.

TikTok South East Asia Still Leads

TikTok South East Asia remains the backbone of TikTok shop activity and leads all regions across nearly every major metric.

• Total GMV: $38.2 billion since market launch
• YoY GMV growth (Q4 2024 vs Q4 2023): 119%
• Total units sold: 8.7 billion
• Active shops: 1.1 million
• Total ad spend: $2.1 billion

This region continues to produce massive volume, both in product sales and merchant activity. SEA accounts for over 8.7 billion products sold—far more than the combined total from the US and UK. With more than a million active sellers, the ecosystem here is mature and deeply embedded in mobile-first commerce culture.

Despite a relative decline in global share due to TikTok's expansion into other markets, Southeast Asia's absolute sales volume continues to rise year-over-year. Markets like Indonesia, Thailand, and Vietnam are especially dominant within the region, contributing significantly to overall growth.

In terms of advertising, SEA has also seen strong brand and seller investment, reaching $2.1 billion in total ad spend. This underscores the competitive environment, with sellers using paid promotion to maintain visibility and drive performance in a densely populated marketplace.

What This Means for Global Sellers

The numbers don’t lie—TikTok shop sales are no longer driven by one region. Southeast Asia still leads, but the US is now the second-highest contributor, and the UK is gaining ground fast. Across all three markets, sellers, buyers, and ad spend are scaling.

Whether you're focused on TikTok South East Asia, testing the waters in United Kingdom TikTok, or building a foothold in the rapidly growing TikTok shop US market, the path is clear: global commerce is shifting, and TikTok is where it’s headed.

Want to discover which TikTok brands are growing fastest? Request a demo with Charm.io to uncover real-time insights and data on emerging ecommerce leaders.