"This is all part of TikTok's major push to convert the platform into an eCommerce superpower, re-creating the same path to success that the app saw in China, with the local version of the app. On Douyin, the China-only version of TikTok, live shopping, in particular, has been a big winner, with the platform generating $US490 billion in gross merchandise sales in 2024. Douyin has expanded its in-stream sales to all elements of shopping, including groceries, meal delivery, and more."
"But what's been even more impressive here is Douyin's rapid ascent, with the platform going from virtually no commerce activity at all in the app in 2019, to that $US490 result last year. That's the template that parent company ByteDance has been working from in its efforts with TikTok, however Western consumers have been less keen to integrate shopping into their TikTok stream. But there are signs that things are changing in this respect."
"According to reports, TikTok Shop saw a major sales increase in Q3, putting the app on track to post a massive jump in overall sales volume for the year. Between September 2023 to August 2024, TikTok Shop recorded $1.1 billion in gross merchandise value (GMV), and shifted around 67 million units of stock, according to data from Charm.io. This increased to $2.5 billion GMV and around 139 million units of stock between September 2024 and August 2025."
TikTok is pursuing a transformation into an eCommerce superpower by applying the Douyin model. Douyin generated $US490 billion in gross merchandise sales in 2024 and expanded in-stream sales to groceries, meal delivery, and other shopping categories. Douyin's live shopping success has integrated commerce into daily life for millions of young Chinese users. Douyin scaled from almost no in-app commerce in 2019 to massive GMV by 2024. ByteDance is using that template for TikTok, where Western consumer uptake of in-stream shopping has been slower. TikTok Shop reported substantial growth, with GMV rising from $1.1 billion to $2.5 billion year-over-year.
Read at Social Media Today
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