Oracle(US:ORCL) Sou Hu Cai Jing·2026-01-17 04:16Core Insights - TikTok Shop has entered a new phase of high-quality growth in 2025, becoming a core growth engine for global content e-commerce through a deep market layout and ecological restructuring [1][7] - The global e-commerce landscape is rapidly evolving, with social e-commerce experiencing significant growth, driven by TikTok Shop's innovative "content + e-commerce" model [1][39] Market Expansion - TikTok Shop has established a global layout characterized by "deepening core markets and breaking into emerging markets," with mature markets like the U.S. and Southeast Asia showing a clear trend towards brand-oriented operations [1][7] - In the first half of 2025, TikTok Shop's GMV in Indonesia reached $6 billion, making it the largest market globally, while the U.S. saw a peak single-day GMV of nearly $170 million during Black Friday [1][30][31] - The platform is accelerating its expansion into Latin America, Europe, and Japan, with Mexico and Brazil showing rapid growth, and Japan's GMV exceeding 100 million RMB within three months of launch [1][7][30] Ecological Changes - The underlying logic of e-commerce is shifting from "search-driven" to "content-driven," with consumer behavior transitioning from "transaction-driven" to "content-driven," particularly among Gen Z and Millennials [2][42] - The roles of creators are becoming more integrated, blurring the lines between content creators, streamers, merchants, and institutions, forming a comprehensive commercial ecosystem [2][42] - The proportion of self-broadcasting in stores has increased significantly, with the U.S. market reaching 71.5%, indicating a shift towards brand-owned content [2][14] Advertising and Service Ecosystem - The advertising and service ecosystem is continuously improving, with varying ROAS performance across regions; Southeast Asia is emerging as a hotspot for efficient ad placements, while the U.S. and Europe are developing mature advertising systems [2][18] - The number of influencers, the variety of products, and GMV are strongly correlated, with leading agencies achieving growth through refined operations and deep partnerships with influencers [2][18] Future Outlook - By 2026, TikTok Shop's global GMV is expected to approach $100 billion, with AI deeply integrated into product selection and content creation, enhancing the efficiency and diversity of global content e-commerce [3][39] - The content output capability will become a core competitive advantage for merchants, as the global content e-commerce sector enters a more efficient and diverse development phase [3][39]