TikTok Shop has reported rapid first-year growth in Japan and Brazil, two markets with sharply different retail landscapes but strong social-media engagement.
In Japan, where TikTok Shop launched on June 30, 2025, the platform said its monthly users in June 2026 were more than 30 times the level recorded in July 2025. More than 70% of gross merchandise value (GMV) came through content, including short videos and livestreams. Of that content-driven GMV, short videos accounted for roughly 40% and livestreams about 60%.
The service is also attracting an older audience. Users aged 35 and above accounted for about 60% of TikTok Shop’s user base in Japan, according to figures presented by the company at a media briefing.
In Brazil, TikTok Shop said its monthly average daily GMV in May 2026 was 102 times the level recorded in its first month of operation, May 2025. The number of daily livestreams increased 20-fold over the period, while monthly average daily GMV generated through livestreams rose 161-fold.
Separate consumer research by Opinion Box, conducted in January among 1,066 TikTok users in Brazil, found that 45% were aware of TikTok Shop and 31% said they had bought through it. Among those buyers, fashion and accessories were the most frequently purchased category, cited by 50%, followed by beauty and personal-care products at 46%.
The company is also extending its commerce infrastructure in other markets. In the United States, TikTok Shop is reportedly testing a paid membership programme, TikTok Shop Plus, with benefits including free shipping, discounts and coupons. The test has been compared with Amazon Prime, though TikTok has not announced a full rollout. Its Collection by TikTok (CBT) service, a seller pickup and delivery option under TikTok Shipping, has also expanded to Miami, bringing its coverage to nine U.S. markets.
In the United Kingdom, a report by Public First, commissioned by TikTok and drawing partly on EY research, estimated that TikTok contributed at least GBP 10 billion to the UK economy in 2025 and supported 153,000 jobs. The figures cover TikTok’s broader economic impact rather than TikTok Shop alone. TikTok said more than 300,000 small businesses now sell through TikTok Shop in the UK.
TikTok Shop is the e-commerce arm of TikTok, which is owned by Beijing-based ByteDance. Its model combines entertainment, product discovery and checkout within one app, drawing on a form of livestream commerce that was developed at scale in China by platforms including Douyin and Taobao Live.
The Japan and Brazil figures should not be compared directly: they use different measures, time periods and sources. Still, they illustrate how TikTok is seeking to convert its large entertainment audience into commerce activity through creators, short-form video and livestreaming.
That strategy puts TikTok Shop in more direct competition with established marketplaces, particularly as it adds logistics and membership features intended to support repeat purchases. Its expansion also remains exposed to the broader regulatory scrutiny facing TikTok and ByteDance in the United States and Europe, making local compliance and operating resilience as important as GMV growth.