TikTok Shop sees rapid growth in global GMV and US footwear sales

TikTok Shop is experiencing significant growth in the social commerce sector, with global Gross Merchandise Value (GMV) reaching approximately $32.6 billion in 2024. In Southeast Asia, the platform's integration with Tokopedia has contributed to a regional market growth of roughly $157.6 billion for 2025. Unlike traditional e-commerce models that rely on search intent, TikTok Shop utilizes an entertainment-driven model where transactions occur directly within the app.

In the United States, footwear has emerged as a major driver for the platform. Shoe sales on TikTok Shop rose to $447.9 million for the period between July 2025 and June 2026, a substantial increase from $158.3 million during the previous year. The highest growth was seen in slippers, sandals, and flip-flops, while sneakers remained the top category by total sales volume at $117.7 million.

To encourage repeat business, TikTok has begun testing a paid membership program called ‘TikTok Shop Plus.’ Similar to Amazon Prime, the pilot program is reportedly testing monthly fees between $6 and $15 to help convert social media discovery into long-term customer loyalty.