TikTok Shop is growing fast in the U.S. According to the company, sales in the U.S. are up 120% compared to the same time last year. In January alone, the platform’s sales jumped 153%, outperforming rivals Shein and Temu, whose growth rates were 26% and 28%, respectively.

TikTok claims much of this growth is due to the way users are discovering products through short videos and livestreams. The company said millions of people are now finding and buying items directly through these formats. In 2024, brands and creators ran over 8 million hours of live shopping sessions in the U.S., the platform said.

TikTok claims small businesses are seeing big results

According to TikTok, small businesses are growing on the platform. Over 171,000 small and local U.S. businesses are currently using TikTok Shop, and sales for these sellers have increased by 70% year over year. TikTok also said that more than a third of all monthly U.S. purchases on the platform in 2024 went to small businesses.

Many of these sellers are capitalizing on TikTok’s livestream features to connect directly with customers. Categories that perform well include women’s fashion, skincare, electronics, health goods, and sports gear. TikTok says its seller base now covers over 750 categories, with more than 70 million products listed.

TikTok is adding new tools to support sellers

To build on this growth, TikTok has introduced a new tool in its Seller Center. The tool provides customized guidance designed around its A.C.E. pillars—Assortment, Content, and Empowerment. TikTok claims these tools are meant to help sellers grow and keep their visibility high on the platform.

This rollout is timed just ahead of TikTok’s “Deals for You Days” summer shopping event, set for July 7 to 19. As part of the campaign, TikTok will launch a “LIVE Price Match Guaranteed” program. Customers who tune into livestreams during the event and find lower prices for the same product elsewhere can receive cashback.

Brand safety and platform investment remain a focus

The growth in TikTok Shop comes at a time when the platform is under pressure in the U.S. over national security concerns. Lawmakers are still pushing for a sell-off of TikTok’s U.S. operations, and the future of the platform remains uncertain.

However, TikTok maintains that the platform’s safety is a priority. In May, it released its 2025 safety and intellectual property rights reports, outlining steps it has taken to protect users. The company says it has now invested close to $1 billion in tools, technology, and personnel to address issues like counterfeiting, fraud, and marketplace abuse.

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