TikTok Shopping Surge: In-Stream Sales Jump 120% as Platform Expands Commerce Features

TikTok has reported a dramatic 120% increase in its in-stream shopping engagement and business marketing opportunities in 2025, marking a significant shift in how Americans are embracing social commerce. The platform now hosts over 70 million products across 750 categories, transforming from a social entertainment app into an emerging e-commerce powerhouse.

Consumer adoption of TikTok Shop has reached unprecedented levels, with 83% of shoppers discovering new products and 70% finding new brands through the platform. This growth signals a potential turning point for social commerce and digital retail sales growth in Western markets, though the platform still trails behind its Chinese counterpart Douyin's success.

Rising Categories and Small Business Growth

The platform's top-performing shopping categories include:

• Womenswear
• Beauty & personal care
• Health
• Sports & outdoors
• Electronics

Small businesses have emerged as major beneficiaries of this growth, with 171,000 local enterprises now operating TikTok Shops. Sales to U.S. small businesses have increased 70% year-over-year, demonstrating the platform's potential as a viable sales channel for independent retailers.

Live Shopping Revolution

Live commerce has become a cornerstone of TikTok's shopping strategy, with brands and creators hosting over 8 million hours of live shopping sessions in the U.S. The platform reports that 76% of consumers who engage with TikTok Shop have made purchases through livestreams in the past year.

Enhanced Features and Promotions

To capitalize on this momentum, TikTok is introducing new features including:

• Enhanced Seller Center tools with tailored guidance
• "Deals for You Days" summer promotion (July 7-19)
• "LIVE Price Match Guaranteed" program for competitive pricing

Challenges and Future Outlook

Despite impressive growth figures, TikTok faces significant hurdles in its e-commerce ambitions. The platform generated approximately $6 billion in in-app spending during 2024, substantially lower than Douyin's $490 billion in gross merchandise value in China. Recent developments, including a U.S. commerce team restructuring and ongoing regulatory concerns, suggest challenges in meeting aggressive growth targets.

Leveraging TikTok's advertising ecosystem for e-commerce success remains crucial for businesses looking to maximize their presence on the platform. According to recent data from eMarketer, social commerce sales are projected to reach $100 billion by 2025, highlighting the significant opportunity for growth in this space.

The platform's evolution continues to reshape social commerce, offering new opportunities for businesses and consumers alike, despite facing operational and regulatory challenges in Western markets.