TikTok Shop Breaks Records with 50% More Shoppers This Year

TikTok’s in-app shopping momentum accelerated significantly during Black Friday and Cyber Monday 2025, as the platform reported extraordinary growth in social commerce activity. The platform saw nearly 50% more shoppers making purchases on TikTok Shop compared to last year’s campaign period, with sales exceeding $500 million over the four-day shopping event alone.

Live Shopping Emerges as Major Growth Driver

Live shopping sessions proved to be a key factor in this year’s success, with brands and sellers experiencing 84% sales growth in livestream activity. Shoppers engaged with over 760,000 livestream sessions hosted by sellers and creators, generating more than 1.6 billion total views. This represents a significant shift in how consumers are engaging with social commerce, signaling growing consumer comfort with making purchases directly through the platform.

Creator Partnerships Fuel Shopping Expansion

Creator affiliates played a crucial role in driving adoption, with nearly 10 million shoppable videos posted over the weekend. This widespread creator participation expanded in-app shopping opportunities and demonstrated TikTok’s effective integration of influencer partnerships into its commerce strategy. The platform is now on track for approximately $130 billion in gross merchandise volume for 2025, representing a 100% year-over-year increase.

While Western consumers historically preferred keeping shopping separate from social entertainment platforms, TikTok’s enhanced fraud protection and improved shopping experience appear to be shifting these behaviors. As the platform continues expanding its commerce capabilities following the Chinese version’s proven success, these Black Friday results suggest TikTok’s shopping push may become its primary revenue driver in Western markets.