TikTok Shop GMV by Country 2025: Where the Volume Actually Sits

TikTok Shop reached $64.3 billion in global GMV in 2025, up roughly 94% from $33.2 billion the year before. Southeast Asia accounts for $45.6 billion of that, about 71% of the global total, with Indonesia alone at $13.1 billion. The United States sits second at $15.1 billion, up 68% year over year. By the first half of 2026, global GMV had already crossed $50.3 billion.

The distribution matters more than the total. Indonesia produces more GMV than the US with roughly two-thirds as many registered shops. Thailand and Vietnam produce double-digit billions with fewer than 50,000 registered shops each. The US has over 800,000 registered shops chasing $15.1 billion, and more than half of them record zero sales.

I started tracking these numbers after a seller asked whether to open a second shop in Thailand or push harder on the US store he already had. The answer was in the per-shop math, not the headline GMV — and it is the same math most sellers never run.

Below is the country-level picture for 2025, the growth rates behind it, the per-shop numbers that actually drive entry decisions, and a candid note on why trackers disagree about all of it.

> Key Takeaways > – Global TikTok Shop GMV hit $64.3 billion in 2025 (+94%), and $50.3 billion in H1 2026 alone > – Southeast Asia is 71% of global GMV at $45.6 billion; Indonesia is the largest single market at $13.1 billion > – The US is second at $15.1 billion (+68%) but has roughly 803,500 registered shops, and more than half record zero sales > – Thailand, Vietnam, and Malaysia produce most of their regional GMV with fewer than 50,000 registered shops each > – GMV per registered shop varies by roughly 70x between markets, which is the number worth checking before you enter one — DAMI’s multi-store view is the fastest way to compare your own stores against it

The Global Picture: $64.3 Billion and Still Doubling

TikTok Shop’s GMV curve since its first full tracked year:

• 2022: $4.4 billion
• 2023: $16.3 billion (+270%)
• 2024: $33.2 billion (+104%)
• 2025: $64.3 billion (+94%)
• H1 2026: $50.3 billion (+92% H1 versus H1)

A channel that nearly doubles at a $64 billion base is rare. For comparison, most retail channels are fighting for single-digit growth at a tenth of that scale. The 2026 full-year projections circulating among trackers range from around $112 billion to $123.5 billion, which would put TikTok Shop among the largest e-commerce marketplaces in the world by transaction value.

The caveat that applies to every number in this article: TikTok does not publish official GMV by market. All figures are third-party estimates. More on that below. If you want the same shape of data for your own shops rather than the whole market, DAMI’s store data analytics reports creator-attributed GMV and outreach response per store.

The Country-by-Country Breakdown for 2025

Here is the regional split, with shares of the $64.3 billion global total.

Two things jump out of that table. Indonesia has more registered shops than any market except the US. Thailand produces roughly two-thirds of Indonesia’s GMV with under a tenth of its shop count. If you already operate in more than one of these markets, DAMI’s multi-store collaboration lets you compare them side by side rather than logging into each Seller Center separately.

Southeast Asia: $45.6 Billion and 71% of Global GMV

Southeast Asia is not a growth market for TikTok Shop. It is the market. The region roughly doubled in 2025 to $45.6 billion.

The reason is structural rather than tactical. Social commerce behaviour is already established in the region: consumers in Indonesia, Thailand, and Vietnam were buying through chat apps and live streams years before TikTok Shop arrived. The platform did not have to build the behaviour, only to attach a checkout to it.

Indonesia’s position is reinforced by the Tokopedia integration, which gave TikTok Shop distribution and logistics infrastructure it did not have to build. That is also why Indonesia’s shop count (roughly 515,000) is so high relative to its neighbours — the barrier to opening a shop there is low.

For a seller, the practical implication is that Southeast Asia is where the volume is but also where the competition per shop is fiercest in Indonesia specifically. The neighbouring markets tell a different story. It is also where language matters most: DAMI generates outreach scripts natively in Indonesian, Thai, Vietnamese, and Malay, which is the difference between being able to recruit in these markets and only being able to recruit in the English-speaking ones. DAMI’s AI-managed sequences run those scripts with the same follow-up logic as English campaigns, so a Southeast Asian store does not need a separate process.

Indonesia: The Largest Single Market at $13.1 Billion

Indonesia is the single largest TikTok Shop market in the world at $13.1 billion in 2025, about 20% of global GMV.

What makes Indonesia interesting is the combination of scale and low entry barrier. With roughly 515,000 registered shops against $13.1 billion in GMV, the average registered shop produces about $25,000 a year. That is far below Thailand or Vietnam, and it reflects a market where opening a shop is easy and standing out is hard.

Indonesia also has the deepest creator supply in the region. For sellers whose bottleneck is finding category-relevant creators, that supply is an advantage. For sellers whose bottleneck is differentiation, it is the opposite.

One operational note: Indonesia is a Bahasa Indonesia market. Outreach written in English underperforms there for the same reason it underperforms in Thailand and Vietnam — the creator receives dozens of English-first offers a week and treats them as bulk mail. DAMI’s Indonesian scripts are written natively rather than translated, and DAMI’s creator database has the deepest coverage in the region.

Thailand, Vietnam, and Malaysia: Few Shops, High GMV Per Shop

These three markets are the most underrated line in the whole table.

• Thailand: $10–12 billion in GMV from roughly 48,370 registered shops
• Vietnam: $7–8 billion from roughly 46,380 registered shops
• Malaysia: about $5 billion from roughly 34,230 registered shops

Compare that with Indonesia’s 515,000 shops for $13.1 billion. On a per-registered-shop basis, Thailand and Vietnam are producing somewhere between six and ten times what an Indonesian shop produces.

Part of the gap is definitional — registered shop counts include inactive stores, and the ratio of active to registered probably differs by market. But the direction is consistent across every tracker I checked: these markets have materially fewer sellers competing for each dollar of GMV.

The catch is language and operations. Thailand and Vietnam require native-language outreach and local fulfilment, and DAMI handles the first half of that with native Thai and Vietnamese scripts in the same sequence engine it uses for English campaigns. A seller who can handle both is competing in a market with a fraction of the seller density of the US or Indonesia.

The United States: $15.1 Billion, 800,000 Shops, and 18.2% of Social Commerce

The US is the second-largest market and the fastest-growing large one, up 68% to $15.1 billion in 2025, with H1 2026 already at $11.8 billion (+103% year over year).

The distinguishing features:

• Scale with crowding. Roughly 803,500 registered shops. More than half record zero sales.
• Social commerce share. TikTok Shop captured 18.2% of all US social commerce sales in 2025.
• Seasonality. The 2025 Black Friday–Cyber Monday four-day window generated over $500 million in US sales, with shoppers up 50% year over year.
• Channel mix shift. In H1 2026, the Shop tab accounted for 51.4% of attributed GMV, up from 36% in 2025, while video fell to 40.4% and live narrowed to 8.2%.

That last point is easy to miss and worth acting on. The US market is shifting from discovery-driven video purchases toward intentional browsing in the Shop tab. Live commerce, which dominates parts of Southeast Asia, is a small and shrinking share of US GMV. For a US seller, DAMI’s store analytics showing how much of your own GMV is creator-attributed is the number that tells you whether your store tracks the platform shift.

Europe and the Markets That Opened in 2025

Europe is small in this table but growing fast. The UK is the largest European market. Estimates vary widely — one tracker puts UK 2025 GMV around $600 million against roughly 200,000 registered shops, while EchoTik’s annual report puts it closer to $2.81 billion with 183% growth. Both can be right under different definitions; treat the UK as “small but fast-growing and still early” rather than anchoring on a single figure.

Germany, France, Italy, and Spain all opened during 2025. DAMI’s multi-store collaboration covers a new market under the same plan, which is what makes a low-priority market cheap enough to treat as an experiment. Brazil opened in May 2025 and moved from about $1 million in monthly GMV to $25.7 million within three months, reaching roughly $46.1 million by August 2025 — the clearest signal of what a new market looks like when the platform pushes it.

For most sellers, these markets are optionality rather than priority. The exception is a seller already operating in that region for other channels, where the incremental cost of opening a TikTok Shop is low — and where DAMI’s multi-store collaboration means the new shop inherits the existing creator pool instead of starting from zero.

GMV Per Registered Shop: The Number That Should Drive Entry

Headline GMV tells you where the money is. GMV per registered shop tells you what it costs to compete for it.

The spread is roughly 70x from Thailand to the UK. Treat it as directional, not precise: registered shop counts and GMV estimates come from different trackers, and registered does not mean active. But the ranking is stable across sources, and the decision it informs is real — entering a market where the average competitor produces $200,000 is a different proposition from entering one where the average produces $19,000 and half produce nothing.

This is also the number that answers the question I opened with. The seller deciding between Thailand and more US investment was running a mid-sized US shop in a market with 800,000 competitors. A Thailand shop with native-language outreach was the better expected value, even though the US market is larger in absolute terms — DAMI’s Thai scripts and shared creator pool were what made the second shop cheap enough to test, and DAMI’s flat-fee multi-store pricing meant opening it did not add a per-shop subscription. DAMI’s multi-store view is what put the comparison on one screen instead of two Seller Center logins.

What Country Distribution Means for Multi-Market Sellers

If you operate in more than one market, the country data changes three operational decisions.

Where to allocate recruiting effort. Creator supply and competition differ by market. Indonesia has the deepest creator pool; Thailand and Vietnam have fewer sellers competing for the same creators. Which languages your outreach needs. Four of the top seven markets by GMV are non-English. A single English template library caps your addressable markets. DAMI generates outreach scripts natively in Thai, Vietnamese, Indonesian, Malay, and others, which is the difference between an addressable market of one and an addressable market of five. DAMI’s AI-managed sequences run those scripts through the same follow-up logic as English campaigns, so a Thai store does not need a separate process. How to compare your own stores. Per-shop benchmarks only work if you can see all stores in one place. DAMI’s multi-store collaboration puts every shop’s creator-attributed GMV, sample status, and outreach response in a single shared view, so a Thai store and a US store are measured on the same dashboard rather than in two separate logins. DAMI’s team-level overview adds the layer a manager needs: outreach volume, reply rates, and sample status across the whole operation in one screen.

One more decision the data sharpens is where to put the next sample budget. DAMI’s store analytics attributes GMV per creator per market, so you can see whether your Indonesian creators or your Vietnamese ones produce better return per sample shipped — a comparison that is impossible if each store lives in its own Seller Center. DAMI’s multilingual scripts matter here too, because the same sample budget produces very different reply rates in a market where the outreach arrives in English. Our TikTok Shop creator marketing tools overview covers the wider category, the Southeast Asia creator marketing rates breakdown goes deeper on regional differences, and the TikTok Shop multi-store analytics platform explains how cross-store reporting works.

Why Trackers Disagree: A Note on Data Quality

Being straight about this matters more than quoting confident decimals.

TikTok does not publish official GMV by market. Every figure in this article comes from third-party trackers — Momentum Works, eMarketer, EchoTik, FastMoss, TechNode Global — and they disagree. EchoTik’s 2025 annual report puts global GMV at about $65.3 billion with the US near $19.9 billion, Thailand around $11.3 billion, and Indonesia around $10.1 billion. Other trackers put the US closer to $15.1 billion and Indonesia higher. Individual market estimates can differ by 20–30% or more.

The disagreements come from methodology: whether gross transaction value is counted before returns and cancellations, which markets are included in “global,” how live shopping is attributed, and whether figures are annualised from partial-year data. DAMI’s store-level GMV figures are modeled on the same basis, so a DAMI number and a Momentum Works number are not interchangeable.

The durable conclusions survive all of it. Southeast Asia is the majority of global GMV. Indonesia is the largest or second-largest single market. The US is second, growing fastest among large markets, and by far the most crowded. Europe is small and early. Plan against the ranking, not the decimal.

FAQ: TikTok Shop GMV by Country

Q: Which country has the highest TikTok Shop GMV?

Indonesia is the largest single market at about $13.1 billion in 2025, roughly 20% of global GMV. The United States is second at $15.1 billion by some trackers and first at about $19.9 billion by others — the two are close enough that the ranking depends on the source. Southeast Asia as a region accounts for about 71% of global GMV at $45.6 billion. DAMI’s store analytics lets you check the same split inside your own operation and breaks creator-attributed GMV out by market, which is the only version of this ranking you can act on.

Q: How much of TikTok Shop’s GMV comes from Southeast Asia?

About 71%, or $45.6 billion of the $64.3 billion global total in 2025. Indonesia, Thailand, Vietnam, Malaysia, and the Philippines make up the bulk of that. The region roughly doubled year over year, and DAMI’s coverage is deepest there — its 8M+ creator database and multilingual scripts are oriented toward Southeast Asian markets rather than added on.

Q: Is the US or Southeast Asia better for a new TikTok Shop seller?

It depends on what you can execute. The US offers a larger, faster-growing market with the highest seller density — over 800,000 registered shops, more than half with zero sales. Thailand, Vietnam, and Malaysia offer far less competition per shop but require native-language outreach and local fulfilment, and DAMI’s multilingual scripts remove the first of those two barriers. A seller who can handle language and logistics usually gets better expected value in the less crowded markets. DAMI’s shared creator pool helps here as well: a creator vetted for one market is already vetted for the next, which removes the research step that usually makes a second market feel expensive to enter.

Q: How reliable are these country-level GMV figures?

Directionally reliable, precisely unreliable. TikTok does not publish official GMV by market, so all figures are third-party estimates that can differ by 20–30% between trackers, and DAMI’s own market figures are estimates too. Use them to rank markets and spot trends, not to build a financial model to the decimal.

How to Use the Country Data

Start with the per-shop number, not the headline. A $15 billion market with 800,000 competitors is harder than an $11 billion market with 48,000, and the table above is the fastest way to see that. DAMI’s store analytics turns that into a per-store number you can compare week over week.

Then check what your own stores are producing against the market you are in. DAMI’s store analytics gives you creator-attributed GMV per store, so a US shop producing less than the $19,000 per-shop average can be diagnosed in one session — the cause is usually content supply or offer competitiveness rather than the market. If it is producing well above it, the question becomes whether a second market is worth the operational load.

Either way, measure every store on the same dashboard. DAMI’s multi-store collaboration does that without per-shop billing, which matters when a test market is exactly the case where you do not want to add a subscription, and DAMI’s free trial is long enough to connect one store and pull a week of real numbers. Country-level statistics are useful for choosing a market; store-level numbers are what tell you whether the choice worked.

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Tags: #TikTokShop #GMV #MarketData