TikTok Shop2025年增速全球第一，海外市场竞争加剧

Core Insights - TikTok Shop is experiencing rapid growth, with projected active consumers reaching 400 million by 2025 and GMV nearing $100 billion, ranking fifth among global e-commerce platforms [1][2] Group 1: Global Market Growth - TikTok Shop's GMV is expected to match eBay's by Q3 2025, with over $25 billion in GMV during the fourth quarter of 2025, surpassing eBay [2] - In the U.S., sales are projected to grow by 400% in 2024 and 108% in 2025, with GMV exceeding $500 million during the Black Friday-Cyber Monday period in 2025 [2] - In Southeast Asia, TikTok Shop has become the second-largest platform after Shopee within four years, showing growth significantly above industry averages [2] - The European market is also expected to see over 100% growth in 2025, with strong performance in newly launched markets like Brazil and Japan, where GMV increased 25 times and 20 times respectively [2] Group 2: Competitive Challenges - TikTok Shop faces significant competition in mature markets like the U.S. and Japan, where traditional e-commerce platforms like Amazon maintain a stronghold [3] - Amazon continues to invest heavily in logistics and user retention, while brands are leveraging platforms like Shopify to drive traffic to independent sites [3] - In Southeast Asia, Shopee remains a dominant player, and in Brazil, it competes closely with local giant Mercado Livre [3] - Traditional e-commerce platforms are adapting by introducing features like short videos and social shopping to compete with TikTok Shop's "interest e-commerce" model [3]