TikTok Shop says U.S. small-business sales climbed 66% in 2025
TikTok Shop reported that sales from U.S. small businesses on the platform rose 66% in 2025. Digiday reported that TikTok Shop is using the data to court more established brands and retailers while keeping small sellers central to its pitch. Patrick Nommensen, head of strategic initiatives at TikTok Shop, said the platform's video, live shopping, and community tools give brands of different sizes a way to reach buyers. TikTok's study said 67% of consumers use TikTok Shop when they want to discover new products and brands, ahead of Amazon at 57%. It also said 66% of TikTok Shop users found a new brand on the platform in the past year.
THE BREAKDOWN
Commerce creators should separate content fees from shop conversion fees in every TikTok Shop deal. A brand that gets discovery and checkout in the same surface should pay more than a standard sponsored post rate. Agents should ask for a flat fee, affiliate commission, usage rights fee, and a bonus tied to tracked gross merchandise value. Brand managers should test creator-led live shopping with small product bundles before signing category exclusivity. If a creator has proof of TikTok Shop sales lift, treat that as performance media, not awareness inventory.
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