TikTok Shop Smashes $50.3B, Topples Indonesia’s Lead

TikTok Shop moved $50.3 billion in goods worldwide during the first half of 2026, a jump of 92 percent from the same period last year, according to a report from Momentum Works and Tabcut. The United States overtook Indonesia to become the platform's largest market, a shift that carries weight for sellers who split inventory and marketing spend across channels the way many did after Amazon tightened its handling time rules for seller-fulfilled listings earlier this year and forced a rethink of fulfillment strategy.

The US market grew gross merchandise value 103 percent year on year to $11.8 billion, according to the same Momentum Works analysis published on Netinfluencer. Momentum Works projects TikTok Shop will close out 2026 near $123.5 billion globally, up from under $1 billion five years ago.

Why the US Passed Indonesia as TikTok Shop's Top Market

Indonesia held the top spot for most of TikTok Shop's history, driven by deep integration through the platform's Tokopedia acquisition. That changed in the first half of 2026. The US now sits ahead of Indonesia and every Southeast Asian market by GMV, a reversal that reflects both faster American user adoption and a maturing seller base on the platform.

Store count and creator participation grew alongside sales. A few numbers from the report show the scale of that expansion:

• Platform stores grew from 475,000 to 1.35 million
• The creator base expanded from 15.3 million to 20 million
• US GMV nearly doubled from $5.8 billion in H1 2025 to $11.8 billion in H1 2026

Southeast Asia still generates the bulk of TikTok Shop's global volume, with Indonesia, Thailand, Vietnam, Malaysia, and the Philippines rounding out the top five markets. But the growth rate in the US now outpaces those established markets, which changes where creators and brands are directing new listings and ad spend.

Shop Tab vs Livestream: How US Buyers Are Converting in 2026

TikTok Shop's traffic conversion structure shifted noticeably over the past year. The Shop tab, where buyers browse and purchase without watching a video or livestream first, accounted for 51.4 percent of attributed GMV in the first half of 2026, up from 36 percent in full-year 2025. Video held steady around 40 percent, while livestream shopping fell to 8.2 percent of the mix.

That does not mean livestream sales are shrinking in dollar terms. According to reporting from Shopifreaks, US livestream GMV actually grew 19 percent year over year, from roughly $812 million to $967 million. The Shop tab simply grew faster, roughly three times the pace, which pulled its share of the total higher even as livestream sales expanded.

UK Livestream Sales Grow 55% as Live Auctions Gain Ground

While the Shop tab pulls ahead in the US, TikTok Shop's UK operation is following a different pattern. Livestream sales in the UK grew 55 percent year on year, with the platform hosting more than 6,000 livestream sessions daily. Live auctions have become a particular draw for sellers in sneakers, streetwear, and collectibles, categories where real-time bidding and scarcity drive faster purchase decisions than a standard product listing does.

The UK trend suggests sellers should not assume the US shift toward Shop tab browsing applies everywhere TikTok Shop operates. Category and market still shape which format converts best, and a seller expanding into the UK from a US-first strategy may need a separate livestream plan rather than a copy of what works stateside.

What TikTok Shop's H1 2026 Growth Means for Amazon Sellers

The scale of TikTok Shop's US growth gives sellers a stronger case for testing the platform, but the numbers also point to specific tactical shifts worth making before diving in.

• Prioritize your Shop tab listings and product detail pages, since more US buyers now complete purchases there instead of during a livestream or video view
• Keep livestream activity running if you sell in categories like collectibles, sneakers, or streetwear, especially if you have any UK audience, where live auctions are gaining real traction
• Watch inventory planning against a platform still growing near triple digits year on year, since demand spikes can outpace forecasts built on older TikTok Shop data
• Treat US and UK strategies separately rather than running one playbook across both markets, given how differently buyers convert in each

Sellers already active on Amazon and other marketplaces have a growing incentive to treat TikTok Shop as more than a side experiment. With GMV on pace to double again by year end, the platform's audience and infrastructure have both grown to a size where testing a presence, even a small one, carries less risk than it did a year ago.