TikTok Shop sees surge in GMV and active consumer searching

TikTok Shop is experiencing significant shifts in consumer behavior and platform growth. During the 9.9 campaign, the platform recorded a 70% increase in average daily Gross Merchandise Value (GMV) compared to the same period last year. Additionally, the number of buyers and shopping-related searches both rose by 50%.

Data indicates that users are moving from passive discovery via short videos and livestreams toward more active shopping habits. Search-driven revenue on the platform increased by 55% in 2025, while revenue from the Shop Tab grew by 67%. Brands favored by community voting through search-based interactions saw search volume increases 15% higher than the platform average, with associated GMV 38% higher.

Parallel to these consumer trends, the TikTok Shop affiliate model is emerging as a major driver for passive income. This mechanism connects sellers, creators, and customers, allowing creators to earn commissions—typically ranging from 5% to 30%—by promoting products through videos or livestreams without managing inventory or logistics.