TikTok is no longer just the go-to social media platform for viral dance videos. Its online marketplace, TikTok Shop, is now nearly as large as eBay.
According to data from analytics firm EchoTik, TikTok Shop raked in $19 billion in global sales during the third quarter of 2025, coming close to eBay’s reported $20.1 billion in sales over the same period.
TikTok’s largest market, the U.S., accounted for about $4 to 4.5 billion in sales in the same quarter alone, representing a 125% quarter-over-quarter growth.
The rapid growth is especially remarkable, given that TikTok Shop launched in the U.S. in September 2023, while eBay has been around for over three decades.
Why TikTok Shop Is Taking Off
TikTok Shop’s rapid rise suggests that social commerce is no longer a niche trend, but a major shift in how consumers purchase items online. The platform’s seamless blend of discovery and direct commerce has enabled shoppers to go from passive scrolling to buying within seconds.
And it isn’t just cheap products driving sales. While TikTok Shop is popular among bargain hunters seeking low-cost items, the marketplace is now attracting more buyers and sellers of luxury goods like designer handbags, rare sneakers, and premium timepieces.
According to a TikTok report conducted by AYTM, 70% of luxury shoppers on TikTok have spent more than ￡1,000 (about $1,322) on a single fashion item.
In addition, many brands and retailers that previously relied on traditional marketplaces and their own ecommerce platforms are now treating TikTok Shop as a serious sales channel.
As of mid-2023, there were only about 4,450 U.S. shops on the platform, but by mid-2025, the number spiked to 475,000 shops, representing a staggering increase of nearly 5,000% in just two years.
TikTok Shop has also invested heavily in discounts and incentives to attract more buyers and sellers. According to a Digiday report, the marketplace is now offering its TikTok Shop Partners (TSPs) in the U.S. thousands of dollars in cash incentives and ad credits to drive the creation of shoppable content.
For instance, TSPs can earn cash bonuses of between $5,000 and $20,000 during the fourth quarter of 2025, depending on how much they sell.
Potential Obstacles Looming
While TikTok Shop’s social commerce model has disrupted ecommerce and challenged the dominance of traditional marketplaces like eBay, the platform still faces potential hurdles. Regulators in several regions, including the U.S. and E.U., have scrutinized its parent app due to concerns over data privacy, consumer protection, and the sale of counterfeit products.
Additionally, while TikTok’s short-form video format encourages impulse purchases, only time will tell whether it can attract shoppers seeking long-form product information and in-depth reviews.
However, as of late 2025, the statistics look promising. TikTok has grown into an e-commerce behemoth. As the platform continues to attract more buyers and sellers, traditional marketplaces may need to adapt quickly or risk losing market share to platforms focused on social commerce.
