How big TikTok Shop is now
Momentum Works estimates TikTok Shop generated $15.1B in gross merchandise value in the US in 2025, 68% more than in 2024, and $64.3B worldwide, up 94%[1]. For context, those figures make TikTok Shop a mainstream channel rather than an experiment, especially for brands already selling to the audiences that shop there.
| Measure | Figure | Period | Source |
|---|---|---|---|
| US gross merchandise value | $15.1B, up 68% | 2025 | Momentum Works[1] |
| Global gross merchandise value | $64.3B, up 94% | 2025 | Momentum Works[1] |
| US small businesses selling | More than 215,000, up 25% | 2025 | TikTok, via Modern Retail[2] |
| Sales growth for those small businesses | Up 66% | 2025 | TikTok, via Modern Retail[2] |
| Vitamins and supplements sales | $784M | 52 weeks to February 2026 | NielsenIQ, via NutraIngredients[3] |
| Facial skincare sales | $637M | 52 weeks to February 2026 | NielsenIQ, via NutraIngredients[3] |
Small businesses are a big part of it
TikTok reported more than 215,000 US small businesses actively selling on TikTok Shop, 25% more than a year earlier, and said their sales grew 66% in 2025[2]. That is TikTok's own data, so treat it as the platform's view of itself, but it matches the overall growth Momentum Works measured independently[1].
The takeaway for a small Shopify brand is that the channel isn't only for large advertisers. Shoppers there buy from brands they discover in the feed, and a small brand's product video competes on the same For You feed as everyone else's.
What sells: health and beauty lead
Category data from NielsenIQ, reported by NutraIngredients, shows vitamins and supplements were the largest Health and Beauty segment on TikTok Shop, with $784M in sales in the 52 weeks to February 2026, ahead of facial skincare at $637M. The top supplement brands named were Micro Ingredients, Goli, MaryRuth's and Physician's Choice[3]. Nutrition Business Journal estimates supplement sales through social commerce reached $1.01B in 2025, 5.4% of supplement ecommerce[4].
Health and beauty categories also come with the most rules. TikTok Shop has asked supplement sellers for certification through ISO/IEC 17025-accredited labs[10] and 365 days of remaining shelf life at delivery[11], and supplement claims fall under FDA and FTC rules. Our guide to TikTok formats for supplement brands covers the compliance side.
The feed is getting more crowded
Growth brings competition. Metricool's 2026 study of 2.3 million TikTok posts found video posts rose 72.1% between early 2025 and early 2026, while views fell 31.3%. It also found 96% of a video's reach arrives within its first 10 days, and 72.7% of views come from the For You feed[5].
Two practical consequences follow. A single video has a short life, so a store needs a steady supply rather than an occasional hit. And because most views come from the For You feed rather than followers, every video has to earn attention on its own, which means the product and the reason to buy belong in the first seconds.
What content costs, and what works
The content behind TikTok Shop sales comes at very different prices. Collabstr's 2026 report puts the average TikTok creator price at $182 per video[6]. AI and template tools cost a few dollars per video. Our breakdown of the real cost of TikTok content compares freelancers, creators, agencies and AI tools at 12 videos a month.
TikTok's own case studies point to catalog-built video as one effective approach. Goli used TikTok's catalog-based video ads, which build videos from a product catalog, and TikTok reported 39% higher return on ad spend and a 295% lift in purchases for the campaign[7]. Photo posts count too: TikTok says Photo Mode publishing rose fivefold between June 2023 and July 2024, and that ad campaigns combining video and images saw 19% more conversions[8].
Whatever the method, shoppers respond to real products. In a 2026 Gallup survey, 62% of US adults said AI-generated people or voices in ads are unacceptable even when disclosed[9], so videos that show the product itself carry less trust risk than synthetic presenters.
A starting checklist for a small Shopify brand
- Check your category's rules first, especially for supplements, skincare and other health products. Confirm current requirements in TikTok Shop Seller Center.
- Pick 5–10 products with a clear visual difference or a strong reason to buy.
- Plan a steady cadence: 2 to 5 videos a week is where per-post views improved most in Buffer's large study. See how often to post on TikTok.
- Put the product on screen from the first second, with the price or offer said and shown.
- Mix formats: product videos, photo carousels and, when you have them, real customer stories.
- Measure monthly: which products and hooks hold viewers, and which videos lead to sales.
Framewright is built for step 3: it turns your Shopify catalog into a week of product videos you approve, with no avatars and no filming.