TikTok Reports Strong U.S. Black Friday Shopping Growth

TikTok says shopping activity on its platform rose surprisingly sharply over the recent Black Friday and Cyber Monday period, providing fresh momentum for the company’s ongoing push to turn in-stream commerce into a major revenue driver.

According to data released by TikTok, the number of U.S. shoppers who made a purchase via TikTok Shop during the 2025 Black Friday and Cyber Monday campaign increased by nearly 50% compared to the same period last year. Across the four-day shopping window, total in-app sales surpassed $500 million, marking another milestone for the platform’s still-developing commerce operation.

he company pointed to live shopping as a key growth area. TikTok said sales from livestream shopping sessions rose 84% compared to last year’s Black Friday period. During the event weekend, more than 760,000 livestreams were hosted by brands, sellers, and creators, drawing over 1.6 billion total views. In addition, creator affiliates generated roughly 10 million shoppable videos, further expanding the reach of product listings across the app.

While the gains are notable, TikTok’s progress remains modest relative to its performance in China. Douyin, the platform’s Chinese counterpart, is on track to exceed $500 billion in gross merchandise volume (GMV) for 2025, with in-app commerce representing its primary revenue engine. TikTok’s global GMV for 2025 is reportedly expected to reach around $130 billion – significantly lower than Douyin’s totals, but still roughly double last year’s figure.