Two-Thirds of Consumers Use TikTok Shop to Discover New Products and Brands

The year 2025 has been a successful one for small businesses selling goods on TikTok Shop, with the latest batch of data showing just how significant these growths are. According to research led by GlobalData and commissioned by TikTok Shop, 67% of consumers use TikTok's e-commerce hub as their preferred engine for discovering products and brands.

This data point makes TikTok Shop a more popular product discovery engine than Amazon, physical stores, and YouTube. Two-thirds of TikTok Shop users have successfully discovered a new brand in the past year.

Small businesses benefit the most from this widespread exploration. GlobalData found that 72% of the brands discovered by TikTok Shop users in the past year are small businesses with annual revenues of less than $15 million. TikTok told Modern Retail that small businesses' sales on the Shop increased by 66% year-on-year in 2025. The number of small businesses selling on the platform also increased, up 25% to 215,000.

Discovery-related behaviors on TikTok Shop often translate into sales. About 58% of respondents who discovered small businesses on TikTok Shop later purchased goods from those companies on the platform.

The power of creator recommendations is a huge boon for these small businesses. According to GlobalData, 70% of TikTok Shop consumers have purchased products recommended by creators, with 73% of them using the platform to find inspiration related to creator-supported products.

TikTok is already using creator recommendations to transform itself into a travel booking platform. According to GlobalData's findings, creator-supported products can also complement the growing number of luxury goods on TikTok Shop.

"Through video, live streaming, and community elements, brands of all sizes have many opportunities to connect with their target audience," Patrick Nommensen, TikTok Shop's Director of Strategic Planning, told Modern Retail. "We really see it as an ecosystem and a platform where brands of all sizes can succeed."

TikTok Shop's broad operational approach has increased its profits. According to Charm.io, TikTok Shop's sales in the United States reached $6.75 billion from January to April this year. This is almost twice the figure for the same period in 2025.

The continued expansion of TikTok's advertising suite will further drive up sales figures. The platform's Newfronts presentation included details of five new ad formats, while the TikTok World event provided another opportunity for continuous product announcements. TikTok's business-facing activities have not slowed down, nor do its brand partners need to.

Seller's Home Review

TikTok Shop is rapidly becoming the core position for consumer product discovery, especially for small and medium sellers, with 72% of new brands being small businesses and sales increasing by 66% year-on-year. It is recommended that sellers actively deploy short video and live content to seize the platform search dividend as a key channel for new product cold start and brand exposure.

Source: Google Alerts Original Link: https://www.tubefilter.com/2026/05/19/tiktok-shop-small-business-us-sales-research/amp/