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.
The findings arrive as TikTok Shop pushes deeper into mainstream retail and works to attract more established brands and retailers to the platform. In recent months, larger companies and multi-brand retailers including Ulta Beauty, Sally Beauty and Disney have launched storefronts on the platform. Earlier this year, Modern Retail reported that sales from major brands on TikTok Shop nearly doubled in 2025. But TikTok executives say the influx of larger brands has not slowed growth for smaller sellers, many of whom credit TikTok Shop with helping them acquire new customers and enter major retailers.
