This article was first published by Digiday sibling Modern Retail.
TikTok Shop says it’s continuing to drive rapid growth for small businesses, even as bigger brands swarm the platform.
U.S. small businesses on TikTok Shop — sellers with less than $15 million in annual revenue — increased sales by 66% in 2025 compared to the year before, TikTok Shop shared exclusively with Modern Retail. TikTok Shop now has more than 215,000 small businesses actively selling on the platform in the U.S., up 25% year over year. The numbers come alongside a new report from GlobalData commissioned by TikTok Shop that examined how people discover and buy brands on the platform. The report was based on a nationally representative survey of 6,000 U.S. consumers ages 16 and older conducted in April and May.
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