TikTok Shop accounted for about 2% of US online retail spending in July, exceeding the estimated online spending captured by Target, Costco and Home Depot, according to Consumer Edge transaction data cited by Chinese e-commerce outlet Ebrun.
The estimated share rose from 1.2% a year earlier, an increase of about two-thirds. Consumer Edge’s figures are based on credit- and debit-card transaction analysis, rather than company-reported sales, and should therefore be read as an indicator of spending within its tracked online-retail universe.
TikTok Shop remains considerably smaller than the largest US online retailers. Its estimated July share was below one-third of Walmart’s and far behind Amazon, which accounted for roughly 35% of the tracked market, according to the report.
The data also points to a growing contribution from repeat shoppers. In the second quarter, buyers who made more than 20 purchases represented 5% of TikTok Shop’s buyer base but generated 30% of total spending. Consumers aged 35 and older were the fastest-growing group year on year, according to Consumer Edge.
TikTok Shop combines short videos, livestreams and creator recommendations with in-app checkout, allowing brands and merchants to sell directly within TikTok. The model seeks to turn content discovery into a transaction without requiring users to leave the app.
The July result suggests TikTok Shop is gaining a more meaningful position in US online retail, particularly in categories that benefit from creator-led discovery and frequent, low-value purchases. However, the data does not by itself establish that TikTok Shop has displaced the retailers it surpassed, nor does it show total US retail sales, where store-based spending remains substantial.
For brands, the platform’s appeal lies in its ability to combine audience reach, entertainment and transaction conversion. For established marketplaces and retailers, its rise adds pressure to develop more effective content-led discovery and creator-commerce channels.
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