TikTok Shop年活跃消费者已达4亿，GMV近千亿美元

Core Insights - TikTok Shop is projected to reach 400 million active consumers and nearly $100 billion in GMV by 2025, ranking fifth among global e-commerce platforms and showing the fastest growth rate [1] - The platform operates on an "interest e-commerce" model, leveraging short videos and live streaming to create a transaction loop that enhances consumer discovery and trust [1] - TikTok Shop has expanded to 17 global markets since its launch in 2021, including the US, Europe, Southeast Asia, Mexico, Brazil, and Japan [1] Market Performance - TikTok Shop's GMV is expected to exceed $25 billion in Q4 2025, driven by the Black Friday Cyber Monday shopping season, surpassing eBay [2] - In the US, TikTok Shop's sales are projected to grow by 400% in 2024 and 108% in 2025, with a GMV of over $500 million during the Black Friday period in 2025 [2] - The platform's short video sales contribute 40% of its GMV in the US, with natural traffic accounting for 70%-80%, significantly reducing customer acquisition costs for merchants [3] Regional Growth - In Southeast Asia, TikTok Shop has become the second-largest player, trailing only Shopee, with a GMV growth of 2.7 times during the "Double Twelve" event in 2025 [4] - The European market is also showing strong growth, with an expected increase of over 100% in 2025, and plans for further expansion in 2026 [4] - In Brazil, TikTok Shop's GMV grew 25 times within the first three months of launch, while in Japan, it increased 20 times within four months [4] Competitive Landscape - Traditional e-commerce platforms like Amazon and Shopee maintain a stronghold in developed markets, with Amazon investing heavily in logistics and user retention [5][6] - Many brands are collaborating with e-commerce service providers like Shopify to drive traffic to their independent sites, indicating a competitive shift in the market [6] - Despite TikTok Shop's rapid growth, it faces challenges from established players in various markets [4][5]