U.S. small businesses selling on TikTok Shop with less than $15 million in annual revenue increased sales by 66% in 2025 versus the prior year. TikTok Shop has more than 215,000 small businesses actively selling in the U.S., representing 25% year-over-year growth. A GlobalData report commissioned by TikTok Shop surveyed 6,000 U.S. consumers ages 16 and older to examine how people discover and buy brands on the platform. The findings show TikTok Shop is a major destination for discovering new products and brands, with 67% of consumers using it for discovery. During the past year, 66% of TikTok Shop users discovered a new brand, and small businesses accounted for most discoveries.
"U.S. small businesses on TikTok Shop - sellers with less than $15 million in annual revenue - increased sales by 66% in 2025 compared to the year before, TikTok Shop shared exclusively with Modern Retail. TikTok Shop now has more than 215,000 small businesses actively selling on the platform in the U.S., up 25% year over year. The numbers come alongside a new report from GlobalData commissioned by TikTok Shop that examined how people discover and buy brands on the platform."
"The report was based on a nationally representative survey of 6,000 U.S. consumers ages 16 and older conducted in April and May. The findings arrive as TikTok Shop pushes deeper into mainstream retail and works to attract more established brands and retailers to the platform. In recent months, larger companies and multi-brand retailers including Ulta Beauty, Sally Beauty and Disney have launched storefronts on the platform."
""Through the video and live streaming and community elements, there's really a lot for brands of any size to be able to connect with the target audience," said Patrick Nommensen, head of strategic initiatives at TikTok Shop. "We really see it as an ecosystem and a platform where brands of all sizes can be successful.""
"TikTok Shop's new report argues that discovery remains one of the platform's biggest advantages. The study found that 67% of consumers go to TikTok Shop when they want to discover new products and brands, ahead of Amazon at 57%. It also found that 66% of TikTok Shop users discovered a new brand on the platform during the past year. Small businesses accounted for most of those discoveries."
Read at Digiday
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