TikTok电商美国2025年实现151亿美元GMV，同比增长68%

Core Insights - TikTok Shop in the U.S. achieved a GMV of $15.1 billion in 2025, reflecting a year-on-year growth of 68%, indicating a shift from rapid expansion to a more rational growth phase [4] - The platform is transitioning from high-speed expansion to localized deepening, as evidenced by organizational restructuring [4] - The global GMV for TikTok Shop reached $64.3 billion in 2025, with a 94% year-on-year increase, primarily driven by Southeast Asia [6] Group 1 - The U.S. TikTok Shop's GMV structure shows that short videos contribute approximately 50%, while the shop tab's share has increased to 36%, and live commerce accounts for 14% [6] - There are 15.4 million creators and 803,500 stores in the U.S. TikTok Shop ecosystem, but over half of the stores had no transactions, indicating a concentration of sales among top performers [6] - Beauty and personal care remain the largest category, with significant growth observed in niche categories like children's clothing and Muslim fashion [6] Group 2 - The pricing structure in 2025 has stabilized, with 15 out of 27 categories experiencing price declines, while jewelry and accessories saw a 36% price increase [6] - The report provides insights that may be more valuable than GMV growth alone for brands and merchants entering the TikTok Shop U.S. market [8] - The report also analyzes the distribution of stores and products, the evolution of creators and live commerce, and the potential impact of logistics integration on merchants and creators [9]