TikTok Shop Reaches eBay-Level Sales Milestone
TikTok Shop has accomplished a big new milestone: its global sales are now on par with eBay’s, and its e-commerce growth is speeding up throughout the world. According to the analytics company EchoTik, the site sold over $19 billion worth of goods between July and September 2025. The United States accounted for $4 to $4.5 billion of that, which is a 125% rise from the previous quarter.
TikTok Shop started in the U.S. in 2023 and has grown quickly, despite governmental scrutiny, tariffs, and continuing disputes about possible bans. Its famous “shop-what-you-see” format, in which producers show off things in short films, continues to draw millions of people looking for real, interactive shopping experiences.
Southeast Asia Powers TikTok’s Global Expansion
Southeast Asia is now TikTok Shop’s fastest-growing area, thanks to rising demand in Thailand, Indonesia, Vietnam, and the Philippines. The U.S. is still its biggest single market. The area’s strong tradition of shopping for fun has made live-stream shopping a normal thing to do.
The structure is similar to China’s thriving Douyin retail ecosystem, where real-time demos and influencer involvement encourage people to buy things on the spot. Experts think that this mix of entertainment and business has given TikTok Shop a distinct edge in Asia’s crowded digital retail space.
US Market Faces Slower Adoption of Live Shopping
Even if TikTok is doing well in other countries, live-stream sales in the U.S. are still low, with just approximately 2% of consumers watching real-time shopping broadcasts. Differences in culture and how people behave as consumers have hampered acceptance since American viewers prefer on-demand browsing over interactive broadcasting.
Still, TikTok’s e-commerce presence is growing in North America and Europe. The platform’s ability to seamlessly combine social content with shopping has made it one of the most important social-commerce platforms in the world, competing with long-established sites like Amazon and eBay.
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Short-Video Shopping Redefines Global Retail Trends
The key to TikTok’s success is turning watching short videos into the ability to buy things. Its system suggests goods that fit with what consumers like, combining fun, discovery, and quick checkout into one experience.
Experts in the field say that TikTok’s strategy is changing the way businesses advertise online, forcing them to use content-driven retail techniques instead of traditional commercials. This change has started a global trend in which video-first selling is quickly becoming a common part of modern e-commerce.
Competitive Pressure Mounts on Traditional Platforms
Market experts at eBay and Amazon have said that TikTok Shop is becoming a bigger threat. Because the app can turn social interactions into real revenue, other platforms are looking at exploring live-stream formats and in-app buying options.
TikTok is the best place for social discovery since it has billions of people that use it every day. This lets things become viral and sell out in only a few hours. As its ecosystem grows, more merchants are likely to join, and cross-border logistics are projected to get better.
Southeast Asia Leads the Next E-Commerce Wave
The rise in Southeast Asian markets shows that people are becoming more tech-savvy and prefer to shop on their phones. TikTok’s connections with local couriers and payment systems have improved its operations and made customers more likely to trust it.
Creator-led businesses, where influencers work as both brand advocates and merchants, have grown quickly in countries like the Philippines and Indonesia. This hybrid commerce strategy is changing the way people shop online with companies all the time.
TikTok Shop Cements Its Place in Social Commerce History
TikTok’s ability to match eBay’s worldwide sales size represents a turning point in the history of online shopping. TikTok has gone from being a place to watch short videos to a huge social-commerce site. This shows that purchasing and entertainment can easily coexist.
Analysts say that growth will continue until 2026 and that AI-driven suggestions, interactive product demos, and localized live-streaming will make it even more powerful. TikTok Shop has changed the way people buy throughout the world for good, whether they are in Los Angeles or Manila.
