Feng Huang Wang·2026-01-07 03:01Core Insights - TikTok Shop is experiencing rapid growth, with a projected Gross Merchandise Volume (GMV) nearing $100 billion and active consumers reaching 400 million by 2025 [1] - The platform ranks fifth among major overseas e-commerce platforms in terms of GMV but holds the top position in growth rate [1] Market Performance - TikTok Shop has expanded to 17 markets since its launch in 2021, including the US, multiple European countries, six Southeast Asian nations, Mexico, Brazil, and Japan [1] - By Q3 2025, TikTok Shop's GMV matched that of eBay, and during the "Black Friday-Cyber Monday" shopping season, it exceeded $25 billion in GMV for Q4 [1] - In December, the platform's monthly GMV surpassed that of Shopee in overseas markets [1] Regional Growth - In the US, TikTok Shop's GMV grew by 108% year-over-year, with over $500 million GMV during the four days of the Black Friday-Cyber Monday period [1] - In Southeast Asia, TikTok Shop has become the second-largest e-commerce platform, with cross-border GMV increasing by 2.7 times during the "Double Twelve" shopping event in 2025 [1] - The European market also saw growth exceeding 100%, while newly entered markets like Brazil and Japan reported GMV increases of 25 times and 20 times, respectively, during their initial phases [1] Competitive Landscape - TikTok Shop faces significant competition in the US and European markets from established giants like Amazon, which have logistical advantages [2] - In Southeast Asia, TikTok Shop contends with the strong presence of Shopee, which is also adapting to the rise of content-driven e-commerce [2]