TikTok Shop says small businesses are still growing quickly on the platform, even as larger retailers and brands increase their presence. Here's what you need to know:
- U.S. small businesses on TikTok Shop, defined as sellers with less than $15 million in annual revenue, grew sales by 66% in 2025 year over year. TikTok Shop now has more than 215,000 active U.S. small businesses, up 25% year over year.
- A TikTok Shop commissioned GlobalData report, based on a survey of 6,000 U.S. consumers ages 16 and older, found that 67% of consumers use TikTok Shop to discover new products and brands, ahead of Amazon at 57%. It also found that 66% of TikTok Shop users discovered a new brand on the platform in the past year.
- Small brands drove most of TikTok Shop’s discovery. Businesses with less than $15 million in annual revenue accounted for 72% of brands discovered by TikTok Shop users over the past 12 months, and 58% of consumers who discovered a small brand later bought from that brand on TikTok Shop.
- Creator recommendations remain a major sales driver. The report found that 70% of TikTok Shop consumers bought a creator-recommended product, 88% of those purchases happened within the past year, and 73% of shoppers use TikTok Shop for inspiration when considering creator-backed products.
- Data from Charm.io reports that TikTok Shop generated $6.75 billion in U.S. sales from January through April 2026, nearly double the same period last year, and exceeded $14 billion in 2025, making it bigger than Wayfair, Etsy and eBay. Beauty and personal care made up about 19% of 2025 U.S. sales, or about $2.7 billion, while womenswear ranked second at 12.5%, or about $1.8 billion.
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Top-Selling Product Categories on U.S. TikTok Shop
Charm data shows the top five categories on U.S. TikTok Shop by sales from January through April 2026.
Beauty & Personal Care
Total Revenue: $1.3B
Total Item Sold: 60.0M
Top Shop: Medicube ($65.0M)
Top Product: Dr. Melaxin's Gifted Collagen Boost Set ($13.1M)
Womenswear & Underwear
Total Revenue: $872.6M
Total Item Sold: 38.5M
Top Shop: Comfrt ($23.5M)
Top Product: Women’s YIANNA Fajas Colombianas shapewear Tummy Control Butt Lifter Shaper ($5.7M)
Sports & Outdoor
Total Revenue: $500.5M
Total Item Sold: 19.2M
Top Shop: Halara ($31.0M)
Top Product: VOLTVOGUE Electric Bike ($5.4M)
Health
Total Revenue: $443.3M
Total Item Sold: 17.7M
Top Shop: Micro Ingredients ($23.5M)
Top Product: NeoCell Collagen Peptides Powder ($9.1M)
Fashion Accessories
Total Revenue: $395.3M
Total Item Sold: 22.8M
Top Shop: Bling Hair Fashion ($7.3M)
Top Product: Blend Frodio 26\" Veralux Curly Hair Wig ($1.2M)
Everyone talks about trends in ecommerce, but by the time most people notice them, the opportunity is already gone.
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