In the first half of 2025, the Gross Merchandise Volume (GMV) of TikTok Shop in the United States reached $5.8 billion, marking a 91% year-on-year increase and demonstrating strong growth momentum.
However, the platform’s ecosystem differs significantly from that of Douyin, and its creator system is still in the accumulation phase. Currently, top-tier creators remain scarce, with only 291 creators achieving a GMV exceeding $1 million, while the number of mid- and tail-end creators has surpassed 340,000. This has led to uncertainties in collaborations between sellers and creators, which industry insiders describe as a “grab bag” mechanism. Notably, short video content contributes to approximately half of the platform’s transaction volume, with 80% of transactions stemming from merchants proactively seeking collaborations with creators. As intelligent tools like 95 AI are gradually being applied to creator selection, the maturation of the platform’s ecosystem still requires joint efforts from the platform itself, service providers, and sellers.
