by XIAO Fang

TikTok Shop's gross merchandise value (GMV) approached $100 billion in 2025, as the short-video platform's e-commerce arm scaled rapidly across global markets, people familiar with the matter told Jiemian News.

Active consumers on TikTok Shop reached about 400 million last year, the sources said. By GMV, the platform ranked fifth among major e-commerce players, behind Amazon, Walmart, Shopee and eBay, while recording the fastest growth.

Fourth-quarter GMV exceeded $25 billion, lifted by Black Friday promotions and surpassing eBay over the period, the sources said. In December alone, TikTok Shop's global GMV overtook Shopee.

Launched in 2021, TikTok Shop now operates in 17 markets worldwide, including the United States, Japan, and countries across Europe, Southeast Asia and Latin America.