TikTok美区200亿GMV攻坚：社交电商增量王遇“难越之峰”

Core Insights - TikTok aims for a GMV target of $20 billion in the U.S. for 2025, but market research firm eMarketer predicts it will only reach $15.82 billion, reflecting a growth of 108% year-over-year, which indicates a potential shortfall in achieving its ambitious goal [1][4][5] Group 1: Market Performance - The first half of 2025 was challenging for TikTok in the U.S., facing issues such as regulatory scrutiny, tax increases, and internal layoffs, which increased operational pressures on sellers [2][4] - The second half showed improvement with user growth, surpassing 18 million monthly active users, and significant sales during the Black Friday event, where transactions exceeded $500 million [2][4] - Despite strong performance in the latter half, the overall annual target remains difficult to achieve due to earlier setbacks [4][5] Group 2: User Engagement and Growth - TikTok has become the fastest-growing social media platform in the U.S., with a monthly active user count of 183 million, reflecting a 16% growth rate [6][7] - The platform's user engagement is high, with users spending over 90 minutes daily on TikTok, significantly more than on competitors like Facebook and Instagram [8][6] Group 3: Competitive Landscape - TikTok holds an 18.2% market share in the U.S. social e-commerce sector, making it the third-largest player, while Facebook and Instagram dominate with a combined 75% share [9][10] - The platform's unique content ecosystem allows it to attract and retain users effectively, despite competition from established players [8][10] Group 4: Future Projections - eMarketer forecasts that TikTok Shop's sales will continue to grow at double-digit rates, potentially exceeding $30 billion by 2028, indicating resilience in its content-driven e-commerce model [5][4] - The U.S. e-commerce market is projected to reach $1.34 trillion by 2025, with TikTok aiming to capture a significant portion of this growth [12][11] Group 5: Brand Strategy and Market Positioning - TikTok is focusing on brand partnerships and content quality to enhance its market position, moving away from a purely volume-driven approach to a more strategic brand-building model [25][30] - The platform's internal communications indicate a commitment to maintaining control over its core business operations, which may boost confidence among sellers and brands [23][30]