TikTok Shop moved an estimated $50.3B in goods worldwide in the first half of 2026, up 92% YoY, according to Momentum Works and Tabcut, which put the platform on track to comfortably clear $100B for the full year. The US contributed $11.8B of that GMV, up 103%, reclaiming the top spot from Indonesia.
Here’s what else the report found about the US market:
- The Shop tab now drives the majority of sales. It accounted for 51.4% of attributed GMV, ahead of Video at 40.4% and Live at 8.2%. For full-year 2025, that mix was Shop 36%, Video 50%, and Live 14%. Momentum Works wrote, “Shop, not video or live, is now where sales actually close.”
- Live isn’t losing popularity in the US; it’s just being outpaced. Live’s percentage share of GMV shrunk almost in half, but in dollar terms it grew from roughly $812M in H1 2025 to about $967M in H1 2026, up 19%. The Shop tab grew about three times as fast in the same period.
- The seller base is exploding. US stores hit 1.35M, up from 475k a year earlier and 803k at the end of 2025. Influencers reached 20M, up from 15.3M.
- Only 5,700 stores cleared $1M in GMV, with 506 above $10M. That’s 0.4% of stores at the $1M mark. In 2025, more than half of all US stores recorded zero sales.
- Prices are falling nearly everywhere. Average prices declined in 21 of 27 categories, up from 15 of 27 in 2025.
- The top of the leaderboard keeps turning over. 8 of the top 10 influencers by GMV were new to the ranking. Momentum Works describes the market as “easier to enter, but harder to win.”
- AI is about to make it worse. The report flags AI-generated videos and livestreams as likely to intensify competition further.
TikTok Shop entered the e-commerce race with discovery commerce, where viewers weren’t looking for an item, but a video in their feed made them want it. Now, its biggest sales channel is the Shop tab, a marketplace where people go to search for things they already know they want to buy. It’ll be interesting to see where the needle tips in one year from now.
