TikTok Shop’s Sports Category Sees 1900% US Growth
As global health awareness strengthens, the sports and outdoor industry is rapidly becoming a part of everyday life, entering a golden period of structural growth. According to the Mordor Intelligence “Sports and Leisure Equipment Market Report,” the global sports and leisure equipment market size has surpassed $500 billion by 2026. Meanwhile, TikTok Shop has experienced explosive growth, with the sports and outdoor category's GMV exceeding $3.2 billion from 2025 to 2026. The U.S. site alone has seen an annual growth rate of 1900%.
Key Findings
The data collection period spans from March 2025 to February 2026.
European and American Market Growth
The sports and outdoor category's share in the European and American markets has surged, with the U.S. site accounting for over 80% of the total GMV. The U.S. site alone achieved a GMV of $1.232 billion, representing 81.52% of the market, with an average monthly GMV exceeding $102 million. The UK site follows with a GMV of $240 million, contributing 15.89% to the total. Together, these two sites account for over 97% of the market's total GMV. Emerging sites like Mexico and Spain are still developing, with a combined share of less than 3%. However, Mexico's site showed strong growth potential, reaching a GMV of $7.5135 million in February 2026.
U.S. Market: Dominance of Sports Apparel and Fitness Equipment
In the U.S. market, sports apparel and fitness equipment are the mainstays, contributing over 62.75% of the total GMV. Sports apparel leads with a GMV of $388 million (31.49%), reflecting strong consumer demand for functional and fashionable sportswear. Fitness equipment follows closely with a GMV of $385 million (31.26%), highlighting the significant market for home fitness and personal health management.
Southeast Asian Market: Thailand and Indonesia Lead
In Southeast Asia, the sports and outdoor category has a strong consumer base and high social attributes, maintaining robust growth over the past 12 months. The total GMV in this region is approaching $1 billion, with Thailand standing out with a GMV of $470 million, followed by Indonesia with nearly $400 million. The consumption pattern exhibits clear national site characteristics, with growth peaking during holidays and major promotions. Thailand reached its peak in November and December 2025, while Indonesia saw a sales peak in May 2025, although a decline was noted towards the year's end.
Thailand Market: Surge in Camping Equipment Demand
Thailand leads the Southeast Asian market with a GMV exceeding $470 million in the sports and outdoor category. From the fourth quarter of 2025, there was a strong upward trend in this category. The demand for camping equipment surged at the end of the year, surpassing sports apparel for the first time in November 2025 and reaching its peak in December, slightly exceeding the GMV of sports apparel and ranking as the top secondary category.
Final Thoughts
The sports and outdoor industry is experiencing unprecedented growth, driven by increasing health awareness and the expansion of platforms like TikTok Shop. The U.S. and Southeast Asian markets, in particular, are showing significant potential, with sports apparel and fitness equipment leading the charge. As new markets develop, the demand for diverse products such as camping equipment continues to rise, indicating a promising future for the industry.
