TikTok Shop reached $19 billion in global quarterly sales, matching eBay's numbers, according to EchoTik. In the U.S., sales hit between $4 billion and $4.5 billion, marking a 125% increase from the previous quarter. This growth comes despite regulatory challenges and the backdrop of Trump's tariff policies. Since its U.S. launch less than two years ago, TikTok has seen American sales rise by 120% year-over-year as of June 2023. The platform's strategy relies heavily on video content, allowing creators to demonstrate products through short videos with embedded purchase links. Research indicates that 83% of shoppers discover new products on TikTok, while 70% find new brands. However, while livestream shopping is gaining traction, it still only accounts for about 2% of U.S. traffic, far behind the nearly 50% on Douyin in China. TikTok reported a 72% year-over-year increase in livestream shopping sessions as of September, but these figures don't meet expectations set by its performance in China. In Southeast Asia, TikTok Shop enjoys greater success, especially in countries like Thailand and Indonesia, where livestream shopping has become mainstream. The shopping-as-entertainment culture in this region aligns well with TikTok's format. Small businesses make up a significant portion of TikTok Shop's sellers, with over 171,000 local and small businesses active on the platform. Popular categories include women's wear and beauty products. Despite its growth, TikTok faces challenges, having rejected 1.4 million seller applications in the first half of 2025 due to merchant vetting issues.