TikTok Shop GMV Hits $50.3B in H1 2026, Up 92% Year on Year
The report shows TikTok Shop's GMV nearly doubling in half a year, with the US overtaking Indonesia as its top market, even as a Harris Poll survey indicates a majority of Gen Z users say they have stopped purchasing on the platform.
Reporting from 1 source: GIGAZINE.
TikTok Shop's gross merchandise value reached an estimated $50.3 billion in the first half of 2026, up 92% year on year, according to a report from Tabcut and Momentum Works. The US became TikTok Shop's largest market, with GMV doubling to $11.8 billion, while a separate survey found 63% of Gen Z said they stopped buying on the platform.
The first half of 2026 saw TikTok Shop's gross merchandise value reach an estimated $50.3 billion, up 92% from the same period last year, according to a report from research tool Tabcut and research firm Momentum Works. The report projects full-year GMV to exceed $100 billion.
In the US, GMV doubled year on year to $11.8 billion, making it TikTok Shop's largest market, surpassing Indonesia. The US platform hosts 1.35 million stores and 20 million influencers.
Unlike China and Southeast Asia, where live streaming drives most GMV, US purchases flow mainly through the Shop tab, which accounted for 51.4% of GMV. Video contributed 40.4% and Live 8.2%.
Separately, a Harris Poll survey published in May 2026 found that 63% of Gen Z respondents said they stopped buying on TikTok Shop, with eMarketer suggesting possible dissatisfaction with the platform's commercialization or a preference for experiences over goods.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.