2025上半年TikTok Shop生态发展白皮书-FastMoss研究院

Group 1 - TikTok Shop is experiencing rapid global expansion, transitioning from high-speed growth to high-quality growth, with core markets like the US, Indonesia, and Thailand entering a mature phase [1][9] - The platform has successfully launched in new markets such as Mexico and Brazil, with several new countries achieving monthly GMV exceeding one million USD [1][27] - TikTok's advertising reach has grown significantly, ranking third globally with 1.84 billion users, leveraging its content recommendation mechanism and high user engagement [1][50] Group 2 - The influencer ecosystem in the US is dominated by creator collaboration accounts, while Southeast Asia, particularly Indonesia and Thailand, shows strong performance [2][21] - The global advertising ecosystem is evolving, with AI-driven efficiency improvements and a concentration of top-performing agencies in key markets [2][21] - TikTok Shop's ecosystem is continuously evolving, providing structural opportunities for brands and merchants amid stability and efficiency [2][21] Group 3 - TikTok Shop's key events in the first half of 2025 include the restoration of services in the US, the launch in Mexico, and the initiation of cross-border operations in the UK [27] - The platform's GMV in the US has doubled year-on-year, with small businesses contributing significantly to monthly sales [30][31] - TikTok Shop is expanding into Japan, marking a critical step in its global expansion strategy [31] Group 4 - The global e-commerce market is projected to reach $6.86 trillion by 2025, with social platforms becoming significant entry points for new growth [35][40] - Mobile e-commerce is expected to reach $2.51 trillion by 2025, reflecting a growing trend towards online shopping through mobile devices [38][39] - TikTok's user growth is shifting towards emerging markets, particularly in Southeast Asia and Latin America, indicating a new phase of global expansion [53][58]