Small U.S. businesses with under $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 aged 16 and older to examine how people discover and buy brands. Discovery is a major advantage, with 67% of consumers going to TikTok Shop to find new products and brands. During the past year, 66% of TikTok Shop users discovered a new brand, and small businesses accounted for most discoveries. Larger brands have launched storefronts without slowing growth for smaller sellers.
"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 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. Earlier this year, Modern Retail reported that sales from major brands on TikTok Shop nearly doubled in 2025. But TikTok executives say the influx of larger brands has not slowed growth for smaller sellers, many of whom credit TikTok Shop with helping them acquire new customers and enter major retailers."
""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. The report found that 72% of brands discovered by Tik"
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