Nan Fang Du Shi Bao·2026-01-07 04:59Core Insights - TikTok Shop is experiencing rapid growth, with projections indicating 400 million active consumers by 2025 and a GMV approaching $100 billion, ranking fifth among global e-commerce platforms [1][2] - The platform utilizes an "interest e-commerce" model, focusing on content-driven discovery through short videos and live streaming, which has resonated well with consumers [1] - TikTok Shop has expanded into 17 global markets since its launch in 2021, including the US, Europe, Southeast Asia, and Latin America [1] Market Performance - TikTok Shop's GMV is expected to match eBay's by Q3 2025, with a projected GMV exceeding $25 billion during the 2025 Black Friday-Cyber Monday shopping season [2] - In the US, sales are forecasted to grow by 400% in 2024 and 108% in 2025, with a significant increase in consumer engagement during the Black Friday period [2][3] - The platform has seen a 40% contribution to GMV from short video sales in the US, with a high percentage of natural traffic reducing customer acquisition costs [3] Regional Growth - In Southeast Asia, TikTok Shop has quickly become the second-largest player, with a GMV growth of 2.7 times year-on-year during the 2025 "Double Twelve" shopping event [4] - The European market is also showing strong growth, with an expected increase of over 100% in 2025, and plans for further market expansion in 2026 [4] - In Brazil and Japan, TikTok Shop has reported impressive early growth, with GMV increasing 25 times in Brazil and 20 times in Japan within the first few months of operation [4] Competitive Landscape - Despite its rapid growth, TikTok Shop faces significant competition from established e-commerce giants like Amazon and Shopee, which have strong market positions and substantial investments in logistics [5][6] - Amazon has launched features mimicking TikTok's model, while Shopee is enhancing its live commerce capabilities to compete directly with TikTok Shop [6] - Traditional e-commerce platforms are adapting to the rise of content-driven commerce, indicating a shift in the competitive dynamics of the industry [5][6]