In the first half of 2026, customers spent $50.3 billion globally on TikTok Shop, according to a report by Tabcut and Momentum Works — a whopping 92 percent increase over the same period last year.
The U.S. and Southeast Asia were the largest markets, with the former spending $11.8 billion, around double the total from last year. The U.S. has 1.35 million stores and 20 million influencers on TikTok Shop.
Tabcut and Momentum Works estimate that the global gross merchandise value (GMV) will surpass $100 billion for the first time this year and reach $123.5 billion by the end of 2026.
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But, as What’s Trending reported, the data might be more complicated than it looks. In a May 2026 Harris Poll, 63 percent of Gen Zers said they stopped buying from TikTok Shop. EMARKETER, which published the data, stated that it might be because of increasing dissatisfaction with the marketplace itself. Still, 62 percent said they use TikTok to discover new products, and users ages 25 to 44 are the platform’s most active shoppers.
As Mashable reported in Nov. 2025, TikTok Shop was reportedly inundated with 70 million sketchy products, partly due to AI. This year, a gray market of GLP-1 drugs is reportedly growing on the platform.
The pullback amongst young adults could also be due to other factors like no-buy movements. It could also be due to the economy — though, maybe scrolling TikTok Shop and buying a little treat because you can’t buy a house is a recession indicator.
