Multi-Market Comparison: TikTok Shop Global GMV Composition Analysis (2024 Estimate)

Market Overview

TikTok Shop's global GMV in 2024 is estimated to exceed $10 billion, with Southeast Asia contributing about 70%, the US about 20%, and Europe and other regions 10%. This infographic selects five representative markets: US, UK, Indonesia, Thailand, and Vietnam, showing their GMV category composition (stacked bar chart data are absolute GMV values by category, in billions USD).

Key Findings

• Indonesia leads: Indonesia's GMV is estimated at $3 billion, far ahead of other markets, with beauty & skincare accounting for the highest share (40%), reflecting strong consumer trust in social commerce beauty content.
• US market grows rapidly: GMV about $2 billion, with relatively balanced categories: beauty (30%) and apparel (25%) are mainstays, and electronics (20%) higher than other markets.
• Thailand and Vietnam: Thailand's GMV $1.5 billion, with apparel and beauty equally important; Vietnam's GMV $1 billion, beauty highest (45%) but smaller overall.
• UK market: GMV only $0.5 billion, categories diversified; "Others" (home, food, etc.) account for 30%, indicating diversified demand in European markets.

Data Notes

Data based on industry reports and reasonable estimates (source: industry estimates). GMV and category shares may vary due to statistical methods. The stacked bar chart shows absolute contributions of each category per market for scale and structure comparison.