U.S. small businesses on TikTok Shop (sellers with less than $15M in annual revenue) increased sales by 66% in 2025 compared to the prior year, with more than 215,000 small businesses now actively selling on the platform in the U.S. (up 25% YoY), according to data TikTok Shop shared exclusively with Modern Retail. A new GlobalData report commissioned by TikTok Shop based on a survey of 6,000 U.S. consumers found that 67% of consumers go to TikTok Shop when they want to discover new products and brands (ahead of Amazon at 57%), with 72% of brands discovered by TikTok Shop users over the past 12 months being businesses with less than $15M in annual revenue. TikTok Shop generated roughly $6.75B in U.S. sales from January through April 2026 (nearly doubling sales from the same period a year ago) and exceeded $14B in sales in 2025 per Charm.io estimates, making it bigger than Wayfair, Etsy, and eBay, with beauty and personal care accounting for roughly 19% of sales (~$2.7B) and womenswear ranking second at 12.5% (~$1.8B).
