TikTok fought to stay in the US. Its shopping business shows what was at stake
TikTok Shop’s US operations generated an estimated USD 11.8 billion in gross merchandise value (GMV) in the first half of 2026, more than doubling its performance from the previous year. This surge has made the US TikTok Shop’s largest individual market, surpassing Indonesia. The platform’s growth is increasingly visible, accounting for approximately 1.5% of total US online retail spending in Q4 2025, a significant achievement for a platform launched less than three years ago. This commercial success underscores the high stakes involved in TikTok’s past battles to remain operational in the US market.
The rapid expansion of TikTok Shop in the US, now its largest individual market, offers a compelling case study for Asian tech companies looking to scale globally. The shift in the US model, where the marketplace interface (Shop) now drives more GMV than videos, suggests a maturation beyond pure content-driven commerce. This divergence from the live streaming-heavy models prevalent in China and Southeast Asia indicates that successful expansion often requires adapting to local market preferences and consumer behaviors, rather than simply replicating existing strategies.
For Asian e-commerce giants and startups, TikTok Shop’s journey highlights both opportunities and challenges. While the platform’s content advantage remains crucial for discovery, its evolution into a more traditional marketplace in the US signals increasing competition with established players like Amazon. The intense growth in US sellers and the corresponding drop in average prices across categories also point to a highly competitive environment, where market entry is easy but sustained success demands continuous innovation and adaptation. This dynamic is a valuable lesson for Asian firms considering similar global ventures.
