As of the second quarter of 2025, TikTok mobile end-month active offshore users exceeded 1 billion for the first time, accounting for nearly 19.26 per cent of the global Internet users (about 5.4 billion). This marks a continued lead in the global social media market of TikTok, the largest market in TikTok in the United States, with approximately 136 million monthly active users, representing 32.9-37.3 per cent of the national population, affected by the ban, a slight decline from 170 million in 2024.
The commercialization of TikTok Shop was particularly visible. In the second quarter of 2025, the platform ‘ s global GMV reached $15 billion, well above $33.2 billion throughout 2024. The United States market contributed $3-3.5 billion, representing 20-23 per cent of the global GMV, with a quarterly increase of 134 per cent over the same period, reflecting the strong demand from mature markets for TikTok electricians. The group of beauty and personal care items continues to run, accounting for 22.5 per cent of GMV in the United States market, followed by women ‘ s clothing and underwear (13 per cent) and sports and outdoors (7 per cent). United States users consume about $708 per year at TikTok Shop, with an average value of $19.64, lower than Singapore ($19.77) but higher than Indonesia ($4.98).
The TikTok user group is dominated by young women, with 52-60 per cent of global users being women and 55-65 per cent being Z and Millennium Generations aged 18-34. In the United States, 75 per cent of Z-generation women are the main consumers of TikTok Shop, and 48 per cent of users buy them through impactor content. High-interactive platform (average 58 minutes per day) and short algorithm-driven The video content makes it an ideal platform for impulsive shopping, especially in beauty and fashion. TikTok, despite its strong performance in the area of user growth and electricity suppliers, is exposed to the potential United States ban. In March 2024, the United States passed a bill requiring the deturbanization of TikTok by by byte, or face a national ban. In January 2025, President Trump extended the 75-day grace period of the ban to allow room for potential transactions. Nevertheless, public support for the ban has fallen from 50 per cent in 2023 to 34 per cent at the beginning of 2025, especially among users between the ages of 18 and 30.
The global expansion of TikTok and the growth of electricians demonstrate their continued influence in the area of social media and electricians. By 2027, the number of users globally is expected to increase to 2.25 billion and the number of users in the United States to 121.1 million. TikTok Shop, a unique model of short video and influence marketing, has become the preferred shopping platform for the Z generation and the Millennium generation, with great potential, especially in mature markets such as the United States.
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