Led by U.S. sales, TikTok Shop is on track to hit $100 billion of gross merchandise value in 2026

Five years ago, TikTok Shop‘s annual gross merchandise value (GMV) totaled less than $1 billion. In 2026, the ecommerce hub is on pace to increase that number a hundredfold. According to data from Momentum Works and Tabcut, TikTok Shop’s 2026 GMV has already surpassed $50 billion, with U.S. sales leading the way.

Momentum Works and Tabcut reported that TikTok’s total GMV reached $50.3 billion during the first half of 2026. That number represents a year-over-year increase of 92%. Slightly more than half of that value flowed through the Shop tab, while approximately 40% was attributed to video. The remaining 8% came from live-streaming sales.

Last year, the second half was a boom time for TikTok Shop. On Black Friday weekend alone, the platform recorded $500 million of U.S. sales. Therefore, TikTok Shop’s 2026 GMV will likely exceed $100 billion by a comfortable margin. Momentum Works projected that TikTok Shop GMV will top out at $123.5 billion this year.

The growth of TikTok Shop has been particularly astronomical in the United States. Once upon a time, East Asia and Southeast Asia were ByteDance’s most lucrative ecommerce markets

, but the U.S. surpassed those regions in 2024 in 2024 and hasn’t looked back. In 2026, TikTok Shop U.S. has sold everything from beauty products to fine art, and it has seen its GMV double year-over-year as a result.

So far, the total 2026 GMV for TikTok Shop U.S. sits at $11.8 billion. The next five countries in the TikTok Shop GMV ranking are all in Southeast Asia: In order, they are Indonesia, Thailand, Vietnam, Malaysia,and The Philippines.

Last year, TikTok Shop sales got big enough for the platform to rival eBay in terms of GMV. After a big six months, how does TikTok Shop stack up now? Amazon’s global GMV reaches about $200 billion per quarter, while Walmart’s U.S. ecommerce reportedly totals $150 billion per year.

So TikTok Shop still has a ways to go before it tops the category leaders in ecommerce. Its first-half GMV figures, however, show us how quickly its sales are accelerating. For many sellers, TikTok Shop is now essential, and the platform will likely tout its strong numbers as it heads into the 2026 holiday season.