TikTok Shop is a Global Rocket 🚀

Welcome to MarketMaze, your front-row seat to the wildest corners of e-commerce and marketplaces. Today’s edition takes you from TikTok Shop’s hyper-growth to Amazon’s record profits, with some serious shakeups in global ad wars and Southeast Asia’s social commerce explosion. Let’s cut through the noise and get to the good stuff.

🧠 INSIGHTS

🚀 TikTok Shop’s Global Rocket: $26.2B GMV and Still Accelerating
🏆 Indonesia Dethrones US as TikTok Shop’s #1 Market
📈 Market Share Surges for TikTok Shop in Southeast Asia
🥈 TikTok Shop Now #2 Player, Overtakes Lazada
🦸 TikTok Shop: Zero to Hero in the US
💵 Six Billion-Dollar Months for TikTok Shop US
🛒 Cart Sizes Shrink, User Base Booms

👀 OUTSIDE OF MAZE

💰 Amazon’s Q2 Revenue Smashes $167B, Ads Eclipse Zalando’s Annual Sales
🇮🇳 Walmart & Amazon Dominate India’s $57B Marketplace
🤑 Temu Grabs Google Shopping Visibility as Amazon Pauses in Europe
🇺🇸 Temu and Shein Battle for US Ad Share After Amazon’s Exit
📈 Amazon Retail Swings to $2.7B Profit, Margin Up 1,220 Bps

LET’S ENTER THE MAZE!
- Artur Stańczuk, MarketMaze Founder

TikTok Shop just redefined e-commerce velocity. According to the latest Momentum Works and Tabcut analysis, global GMV soared 100% to $26.2B in H1 2025. The U.S. and Southeast Asia are fueling this surge, but the new center of gravity is moving east. If current momentum holds, TikTok Shop is on track to double last year’s mind-bending results leaving incumbents scrambling to catch up.

TikTok Shop’s growth is pure rocket fuel. In just four years, global GMV exploded from $0.9B in 2021 to $26.2B in H1 2025. That’s triple-digit growth in back-to-back years, with 2024 closing at $33.2B and H1 2025 on pace for $66B. Forget the “ban” drama—the platform barely flinched. TikTok Shop is now one of the fastest-growing commerce engines on the planet, dwarfing most of the e-commerce competition.

Indonesia has officially dethroned the U.S. as TikTok Shop’s largest market, booking $6B GMV in H1 2025, just ahead of the U.S. at $5.8B. The true standout? Malaysia’s GMV soared 150%, posting the highest growth rate in the region. Thailand, Vietnam, and the Philippines all doubled GMV year-on-year, confirming Southeast Asia’s place as the world’s hottest social commerce lab. Singapore was the lone laggard, with sales shrinking by over half.

TikTok Shop’s market share trajectory in Southeast Asia is jaw-dropping. Vietnam now leads with 28% share, while Malaysia and Thailand each hit 24%. The Philippines has jumped to 19% and Indonesia claims 11%, all up massively from just 2022. TikTok Shop’s ability to win on video and social commerce is rewriting the regional playbook, dragging entire categories (fashion, beauty, health, auto) into a new, viral-first model.

Shopee is still king, holding 52% of Southeast Asia’s e-commerce GMV, but TikTok Shop has raced past Lazada to lock in the #2 spot at 18%. Lazada drops to 14%, with TikTok Shop now nearly matching or overtaking it in Singapore, the Philippines, and Thailand. In just two years, TikTok Shop has gone from upstart to the main challenger brand—now shaping how millions shop, discover, and trust online.

Sources: 🔒 Available for MarketMaze+ subscribers

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TikTok Shop just set a new standard for speed in American e-commerce. In H1 2025, monthly GMV in the US broke the $1B barrier not just once, but six times, according to the latest Momentum Works x Tabcut report. TikTok’s U.S. growth engine is firing on all cylinders, with video, creators, and new shopping formats stealing the playbook from everyone else. The ban drama? Already yesterday’s news.

The last eight months have been a GMV rollercoaster. After steady gains all year, TikTok Shop broke through $1B GMV in Nov and Dec 2024, then did it again in every month from March through June 2025. March and June led the pack at $1.07B and $1.03B, with total H1 2025 U.S. GMV reaching $5.8B. It’s a level of momentum that traditional e-commerce players only dream about, and a clear sign that TikTok’s content-commerce flywheel is here to stay.

How fast is fast? January and February 2025 both posted 160% year-on-year GMV jumps, while March delivered a 139% surge and every other month in H1 still cleared 78%. No other U.S. retail channel is putting up these numbers. TikTok Shop isn’t just growing… it’s compounding, as more creators, buyers, and brands pour into the ecosystem. For those waiting for growth to slow, don’t hold your breath.

Price sensitivity is back in a big way. In 2024, the average ticket dropped in 24 out of 27 TikTok Shop US categories, with Furniture, Tools, Luggage, and Home products all down over 25%. Jewelry, Shoes, and Collectibles also shrank double-digits. TikTok’s mass-market breakthrough means more users, more sellers, but smaller baskets… proof that commerce on TikTok is about volume, not luxury margins.

The future of selling? It’s a three-way brawl. Video remains dominant at 50% of GMV in H1 2025, but Shop (36%) and Live (14%) are both gaining share as U.S. sellers wake up to new formats. Southeast Asia’s even split across video, shop, and live shows where this could head: a market where every channel matters, and sellers who stick to old playbooks get left behind. TikTok’s not just a platform—it’s a cultural upgrade for how America shops.

Sources: 🔒 Available for MarketMaze+ subscribers

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Amazon’s Q2 revenue hit $167.7B (+13% YoY), with AWS driving over half of total profit on just 18% of sales. Ads jumped 23% to $16B—more than Zalando’s annual revenue. Marketplace sellers now generate 80% of sold products, while costs for fulfillment ($26B) and tech ($27B) barely moved. 👉 LinkedIn Post

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