TikTok Shop US GMV Reaches $11.8 Billion in the First Half
A report says TikTok Shop’s US GMV reached $11.8 billion in the first half, but sales were heavily concentrated among leading sellers.
What are the key facts?
- 1US first-half GMV of $11.8 billion
- 2Top 1% of sellers account for 60% of sales
- 3Full-year GMV forecast to exceed $23.4 billion
What does this mean for cross-border sellers?
TikTok Shop’s US marketplace is still expanding rapidly, but growth will not be distributed evenly among all sellers. Leading content and supply chain teams are creating stronger concentration effects. A common mistake is relying only on low-price assortment expansion without sustained content and creator coordination, increasing the risk of rising traffic costs and unstable conversion. Highest priority: select one vertical category and run an integrated test of short videos, creator partnerships, and livestream conversion this week.