TikTok Shop GMV projected to exceed $123 billion in 2026

TikTok Shop is projected to reach a global Gross Merchandise Volume (GMV) of approximately $123.5 billion in 2026, marking the first time the platform will surpass the $100 billion threshold. According to reports from Momentum Works and Tabcut, the platform's GMV for the first half of 2026 reached $50.3 billion, a 92% increase compared to the same period the previous year.

The United States has emerged as the largest single market for TikTok Shop, with first-half GMV growing 103% to $11.8 billion, overtaking Indonesia. Growth in the U.S. market is driven primarily by shelf-style e-commerce (51.4%) and short videos (40.4%), while live commerce accounts for 8.2% of sales.

To support this expansion, TikTok is investing in infrastructure through its 'Fulfilled by TikTok' (FBT) service in markets including the U.S., UK, and Germany, providing warehousing, picking, packing, and shipping assistance to compete with established players like Amazon.