According to an announcement on TikTok Shop’s official account, its “Global Black Friday” promotion season has been fully launched in multiple countries. Following strong growth in the U.S. market during the first week, key markets such as Europe, Japan, and Mexico also achieved significant breakthroughs in the first week, with multiple core indicators setting new historical records. This demonstrates the platform’s strong momentum during the global e-commerce peak season.
In terms of the cross-border self-operated (POP) model, the most outstanding performances came from the European and Japanese markets. On the first day of the promotion, the five countries—the UK, Germany, France, Italy, and Spain—collectively doubled their GMV, setting a new single-day record. This indicates a further increase in the platform’s penetration during the European and American shopping seasons. Meanwhile, the Japanese market also surpassed previous peaks at the outset, with GMV from creator livestreaming surging nearly 150%, highlighting the growth momentum driven by the content ecosystem and a significant increase in user consumption activity.
In the fully managed model, TikTok Shop’s growth trajectory is equally impressive. The UK market twice refreshed its historical peak, successfully doubling its single-day GMV. The four EU countries collectively set new records four times during the promotion period, indicating that improvements in the supply chain system and fulfillment efficiency are further unleashing market potential. In the Asian market, Japan’s livestreaming sales demonstrated particularly explosive growth, with livestreaming GMV increasing by over 300% and short video sales GMV rising by more than 190%. Diverse content scenarios collectively drove sustained growth in user consumption.
Notably, the Latin American market also showed strong growth momentum. Driven by content scenarios, Mexico’s GMV surged by nearly 250%, with the festive category seeing the most significant growth, exceeding 400%. This reflects strong local consumer demand for festive and gift items during the year-end shopping season.
Overall, this year’s “Global Black Friday” promotion not only covered a wider range of regions and involved more countries but also demonstrated TikTok Shop’s comprehensive strengthening in multi-model operations, content-driven consumption, and cross-border supply chain coordination. As the promotion season continues, the platform’s influence in the global e-commerce competitive landscape is likely to further increase.
