TIKTOK SHOP REACHES EBAY SALES VOLUME DESPITE REGULATORY HEADWINDS

Summary from the TLDR Marketing newsletter

TikTok Shop reached $19 billion in global quarterly sales, matching eBay's volume, as its US market grew 125% quarter-over-quarter despite regulatory pressure. The platform's rapid growth stems from its “discovery e-commerce” model, where 83% of shoppers find new products and 70% find new brands through shoppable videos and livestreams. Livestream shopping remains limited in the US, accounting for only 2% of traffic, although livestream sessions rose 72% year-over-year in September. Southeast Asia continues to outperform the US in adoption, while over 171,000 small businesses now sell on TikTok Shop as it tightens merchant vetting and expands across key retail categories.