In 2025, TikTok Shop emerged as one of the strongest ecommerce sales channels in the United States, driven by rising TikTok Shop GMV. Overall adoption remained strong throughout the year, with beauty, womenswear, and health categories. Creator-led discovery and marketplace-native shops played a key role in sustaining this momentum across the U.S.
This article reviews U.S. TikTok Shop performance from January 1, 2025, through December 31, 2025, focusing on how categories, shops, and products contributed to overall platform activity.
This aligns with earlier Charm analysis, including August 2024 to August 2025 insights, which consistently showed beauty as the leading category, followed by womenswear and then health. These TikTok Shop insights are valuable for retailers looking for data-backed merchandising insights, investors looking for emerging brands, and brands analyzing their competitive landscape.
Key Takeaways
- Beauty, womenswear, and health consistently appear across leading categories, shops, and products on TikTok Shop.
- Top shops within the same categories show that performance is largely category-led rather than brand-led.
- Best-selling products are concentrated in skincare sets, treatment duos, and consumable wellness items.
- Sales activity builds through the year and peaks later, aligning TikTok Shop with seasonal retail cycles.
How U.S. TikTok Shop Sales Scaled in 2025
The U.S. TikTok Shop generated $14.4 billion in revenue during 2025, with 702 million items sold. The average unit price settled at $20.43. This pricing range reflects a high-volume ecommerce model built around repeat purchases and impulse-driven discovery.
Product Categories Driving Shopping Behavior on TikTok Shop
The highest-grossing categories on U.S. TikTok Shop in 2025 were:
Beauty & Personal Care – $2.7 billion
This level of performance is often linked to how beauty content spreads on TikTok. Product reviews, GRWM videos, and creator mentions help items feel like shared recommendations rather than ads. As trends circulate quickly and audiences stay loyal to familiar creators, interest in beauty products tends to remain steady.
Womenswear & Underwear – $1.8 billion
Activity in this category is often supported by fast-fashion cycles and creator hauls. Style-driven videos encourage impulse purchases, while frequent trend changes and new drops lead to strong repeat behavior among shoppers.
Health – $1.1 billion
Momentum in this category is often supported by vitamins, supplements, and wellness tools shared through lifestyle content and educational creators. Simple routines, clear explanations, and everyday use cases help build trust, while repeat-use products encourage continued interest over time.
TikTok Shop Sales Grew Month Over Month in 2025
Monthly TikTok Shop data shows steady sales momentum throughout the year. Revenue remained under $1.0 billion per month in early 2025, crossed the $1.0 billion mark by mid-year, and accelerated sharply in Q4.
November peaked at just over $2.1 billion, with December closing near $2.0 billion. This late-year lift likely reflects major retail moments such as Black Friday and Cyber Monday, reinforcing how GMV on TikTok Shop aligns with seasonal shopping behavior rather than one-off spikes.
Shops that Generate the Most TikTok Shop Revenue
The top-grossing shops in 2025 show a clear mix of categories. Beauty brands account for the largest share, led by Medicube, Tarte, and Dr Melaxin. Health and wellness brands such as Goli and Microingredients also rank prominently, reflecting strong demand in supplements and wellness products.
Womenswear and lifestyle apparel are represented by Halara and Comfrt, highlighting the role of fashion-driven content in TikTok Shop performance. The remaining shops span marketplaces, tools, and collectibles:
- Medicube – $98.9M
- QVC – $89.8M
- Tarte – $81.2M
- Halara – $77.6M
- Comfrt – $77.5M
- VEVOR – $69.1M
- Goli – $65.3M
- Dr.Melaxin – $64.6M
- POP MART – $58.6M
- Microingredients – $55.2M
Top Products That Are Revenue Leaders on TikTok Shop
The highest-performing individual products in 2025 came from beauty and health categories:
- Medicube 8-piece Glass Glow Skincare Set – $28.1M
- Dr.Melaxin Peel Shot Glow Rice Ampoule Duo – $22.7M
- BRAINISTA Yerba Mate Instant Tea Powder – $18.8M
These products range from all-in-one skincare bundles and targeted treatment duos to everyday wellness drinks. Some are packaged as sets that feel like a better deal upfront, while others are simple, single items that shoppers can restock again and again.
On TikTok Shop, influencers bring these products to life by using them on camera, sharing quick tips, and weaving them into daily routines, making the purchase feel easy, familiar, and worth acting on.
How Charm.io Uses This Data to Create an Advantage
TikTok Shop stats in 2025 confirm its position as a major ecommerce engine. Beauty and fashion continue to lead revenue, while health products show rising efficiency. Price points near $20 remain highly effective for scale, especially when paired with creator-led content and live selling.
Charm turns raw TikTok Shop activity into clear, usable signals by combining daily sales tracking across products, shops, and categories with pricing sensitivity insights.
Download the report if you want to explore the full 2025 TikTok Shop recaps across categories, shops, and products.
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