Black Friday has become a pivotal moment for the ecommerce industry, and in 2025, the shopping holiday delivered a big win for TikTok. Through its retail platform TikTok Shop, the ByteDance-owned app set new sales records in both the U.S. and the U.K.
Let’s start on our side of the Atlantic, where consumers flocked to TikTok during the four-day period that begins on Black Friday and ends on Cyber Monday. Last year, on Black Friday alone, TikTok Shop generated $100 million of U.S. sales, with at least one lucky creator hauling in $2 million from a single shoppable stream.
That was a nice start for a platform that was then in its nascent stages, but TikTok Shop’s 2025 holiday performance has been even stronger so far. By hauling in $500 million of U.S. sales between Black Friday and Cyber Monday, the ecommerce hub averaged $125 million of daily sales over the four-day period.
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If you’re not sure how TikTok is feeling about its Black Friday sales, the company’s employees can put the achievement into perspective. “Not bad for official year two,” one TikTok Shop staffer told Business Insider.
Amazon still owns a much bigger pie of the U.S. ecommerce market than TikTok Shop does, but the latter platform isn’t limiting itself to a single market. It blew past expectations in the U.K. as well, where it earned its “biggest sales day in its UK history.” On Black Friday, TikTok Shop sellers in the U.K. sold 27 items every second.
And those huge numbers weren’t just a TikTok Shop thing. eMarketer reported that live bidding platform Whatnot tripled its performance year-over-year by taking in $75 million on Black Friday 2025.
One theory is that platforms like TikTok Shop are maximizing earnings by offering more luxury goods. If you can get Kim Kardashian to sell Skims products in a live stream, you’re probably going to attract some high-end clientele.
But data from the U.K. suggests that smaller vendors are also part of TikTok’s ecommerce boom. The total number of U.K. sellers who generated sales during the Black Friday period went up 85% year-over-year.
Ultimately, TikTok Shop’s success is based on its ability to turn out new shoppers at all price points. That’s how the platform amassed $19 billion in quarterly sales, and its 2026 outlook seems even brighter still.
