TikTok has turned casual scrolling into serious shopping. In only two years of its U.S. launch, TikTok Shop has grown from about $15 million to $1.1 billion in monthly GMV in the United States. Globally, the platform has already passed $70 billion in total GMV since late 2022.

At the same time, social shopping on TikTok keeps growing. In 2025, about 71.4 million people in the U.S. will buy through TikTok, and 45.5% of U.S. TikTok users will make at least one purchase on the platform.

For ecommerce brands, TikTok is no longer a “nice to have” social channel. It is a serious sales engine. If you sell online and you ignore TikTok, you are leaving demand on the table.

As a 3PL that specializes in ecommerce fulfillment, eFulfillment Service sees this shift every day. Many of our clients now ask about TikTok Shop integration, how to handle overnight spikes, and how to connect TikTok to the rest of their sales stack. This article breaks down what you need to know and how a TikTok-integrated 3PL helps you keep up.

Jump right in: TikTok Shop Ecommerce in 2025

• Why TikTok Shop Matters for Ecommerce in 2025
• From Scroll to Sale: How TikTok Shortens the Ecommerce Funnel
• Who Buys on TikTok Shop: Shoppers, Categories, and Top Products
• Trends and Hashtags That Turn Attention into Revenue
• Using Social Data from TikTok to Plan Inventory and Merchandising
• Why TikTok Sellers Need a 3PL That Integrates with TikTok Shop
• Key Takeaways for Ecommerce Brands Selling on TikTok

Why TikTok Shop Matters for Ecommerce in 2025

TikTok is now one of the main places shoppers discover products. Surveys show that 67% of TikTok users say the platform inspires them to shop even when they were not planning to buy anything.

By 2025, TikTok has about 1.37 billion users worldwide, and in the U.S. alone, 71.4 million people are social shoppers on TikTok. About 45.5% of U.S. TikTok users make at least one social commerce purchase on the platform in 2025, and that share is still growing.

TikTok also sits at the center of daily brand discovery:

• 54% of users engage with brand content at least once per day on TikTok. Sprout Social 
• For beauty content, 1 in 4 users say they bought something after seeing a beauty TikTok video.
  
  

So TikTok is not a fringe channel. It is a major traffic and revenue source that shapes what shoppers look for on Amazon, on brand sites, and in stores.

From Scroll to Sale: How TikTok Shortens the Ecommerce Funnel

TikTok is unusual compared to search or marketplaces. On Amazon, shoppers arrive with intent. On TikTok, they arrive for entertainment, then end up shopping.

TikTok is unusual compared to search or marketplaces. On Amazon, shoppers arrive with intent. On TikTok, they arrive for entertainment, then end up shopping.

Two key things make TikTok such a strong ecommerce channel:

1. Content and checkout live in the same place
   TikTok built a massive audience first, then added commerce. TikTok Shop lets users purchase inside the app, straight from product tags or in-video links. Charm.io’s data shows U.S. TikTok Shop monthly GMV grew from $15.1 million in July 2023 to $1.1 billion in July 2025, and global GMV since launch has passed $70 billion. Charm
   
   
2. Most sales come from in-feed content, not livestreams
   TikTok invested heavily in livestream shopping, but in the U.S., livestreams still account for under 30% of GMV. Pre-recorded creator videos drive about two-thirds of TikTok Shop sales, since viewers prefer on-demand content in their For You feed.
   
   

For your brand, this means:

• Great short-form videos can act as ad, review, and product page at the same time.
  
  
• The gap between “I saw this” and “I ordered this” is tiny, especially when TikTok Shop checkout is enabled.
  
  

If you also sell on Shopify, Amazon, or your own cart, TikTok still plays a big role. Sellers often treat TikTok Shop as a paid or discounted channel that sparks awareness and drives full-margin repeat orders off TikTok later. Charm.io notes that many brands discount on TikTok Shop and treat it as a marketing tool, since TikTok sales lift performance on other channels.

Who Buys on TikTok Shop: Shoppers, Categories, and Top Products

TikTok shoppers are not limited to Gen Z. While younger users remain heavy users, growth in older demographics is strong. In fact, adults 45 and older are one of the fastest growing groups on TikTok, and 39% of U.S. adults say they use TikTok multiple times a week.

Top TikTok Shop categories in 2024–2025

Charm.io’s category analysis of U.S. TikTok Shop GMV (roughly May 2024 to April 2025) shows three categories out in front.

Why these categories win

These categories line up with how people use TikTok:

• Beauty: tutorials, “get ready with me” content, ingredient talk, before-and-after clips
  
  
• Fashion: outfit videos, try-on hauls, “what I wore this week” content
  
  
• Health: wellness routines, supplement stacks, day-in-the-life content
  
  

Beauty and personal care are especially strong. Euromonitor found that TikTok helped drive a 22% rise in beauty product sales across social platforms in 2024, with beauty and personal care the top sellers on TikTok Shop.

Other reports show:

• In some analyses, health and beauty products made up nearly 80% of TikTok Shop sales in the U.S. in 2024, with about $1.34 billion in sales.
  
  
• TikTok users buy heavily from health and beauty categories, more than any other category for social shopping.
  
  

For ecommerce brands, this matters even if you don’t sell beauty. TikTok has proven that video-first storytelling plus frictionless checkout converts. The same logic carries over to fitness gear, home goods, pet products, and more.

Trends and Hashtags That Turn Attention into Revenue

TikTok discovery runs on trends and hashtags. These are not vanity metrics. They shape real demand and search behavior on Amazon, Google, and retail sites.

Beauty and skincare hashtags

Reports from Euromonitor and other sources point to the scale of beauty talk on TikTok:

• Hashtags linked to Korean beauty (#kbeauty, #koreanskincare) have millions of posts and huge reach across platforms.
  
  
• Beauty trend reports highlight how single products, like COSRX Snail Mucin or “dupe” concealers, move from a simple video to sold-out status across multiple channels.
  
  

A simple pattern appears:

1. A creator posts a routine or review.
   
   
2. Hashtag clusters form around that product or routine.
   
   
3. Viewers screenshot, share, and search for the product on TikTok Shop, Amazon, or Google.
   
   

If you sell in beauty or personal care, tracking a small set of core hashtags around your category gives you an early signal on what to stock and feature.

Fashion, style, and lifestyle hashtags

Fashion and lifestyle get a huge share of attention on TikTok. Trend reports show TikTok shaping everything from seasonal colors and “core” aesthetics to micro-trends like bag charms or shapewear styles.

Look at:

• #ootd
  
  
• #fashiontok
  
  
• Niche tags for your subcategory, like #plussizefashion, #gymwear, or #modestfashion
  
  

A sudden spike in views or creator posts under a tag often leads to:

• Shortages in certain SKUs
  
  
• Extra traffic and search volume on your site
  
  
• Extra questions for your support team about size, material, or shipping times

Social proof in motion

TikTok has another advantage: it compresses reviews and social proof into video. Instead of reading a long wall of Amazon reviews, shoppers see:

• How the item fits in real life
  
  
• How someone like them uses it
  
  
• How it looks after a few weeks of use
  
  

That level of context increases confidence. Several studies show that over half of TikTok users have bought products after seeing them on TikTok, and around 71.2% of TikTok Shop users say they purchased after seeing products in their feed.

If you are already doing influencer or UGC marketing, TikTok is now the center of gravity for that activity.

Using Social Data from TikTok to Plan Inventory and Merchandising

For ecommerce brands, TikTok is not only a marketing channel. It is also a live demand signal.

You can use social data from TikTok in at least three practical ways.

1. Spot rising products and ingredients early

Watch for:

• Ingredients (for example, “peptides,” “niacinamide,” “ashwagandha”)
  
  
• Formats (“stick sunscreen,” “powder greens,” “mini bags”)
  
  
• Use cases (“airport outfits,” “desk setups,” “gut health”)
  
  

When you see repeat appearances in your niche, that is a prompt to:

• Check if your catalog already fits the trend
  
  
• Adjust copy, photos, or bundles around that use case
  
  
• List those products on TikTok Shop if you have not yet
  
  

Euromonitor’s data shows that TikTok-driven “dupe” products now play a big role in beauty. Brands that react quickly to these signals create SKUs that fit what shoppers already see in their feeds.

2. Re-prioritize product assortments

Charm.io’s category numbers show that a few categories drive a large share of GMV. Beauty, womenswear, and health alone account for more than 40% of TikTok Shop GMV.

If your catalog is wide, TikTok data can help you:

• Focus ad spend on SKUs with clear TikTok use cases

• Retire or de-prioritize items that never gain traction in content

• Align bundles and promotions with trends and hashtags that already perform

This does not mean you chase every meme. It means you weight your inventory and promotional focus toward products that show a clear pattern of creator and shopper interest.

3. Set expectations on timing and volume

Because TikTok demand can surge overnight, you need a plan for:

• What “success” looks like (for example, 5x normal daily orders)

• How much buffer stock sits with your 3PL

• How quickly you can reorder from suppliers

Social shopping data also informs lead times. If you know that a trend is peaking in eight weeks, you know you have a limited window to stock, sell, and ship before demand cools off.

At eFulfillment Service, we encourage clients who sell on TikTok to share campaign calendars and creator plans with us. That way our team can adjust labor, packing stations, and carrier pickups ahead of any planned push.

Why TikTok Sellers Need a 3PL That Integrates with TikTok Shop

Selling on TikTok without strong fulfillment is risky. The algorithm may suddenly send you more orders in one weekend than you saw in the previous month. If orders ship late or arrive wrong, your rating suffers and repeat sales drop.

A 3PL with TikTok Shop integration solves several problems at once.

Real-time order and inventory sync

A TikTok-integrated 3PL connects directly to TikTok Shop through an API or through a connected platform such as Shopify or Order Desk.

That gives you:

• Automatic import of new TikTok orders into the warehouse system 
• Real-time inventory updates back to TikTok, so you do not oversell 
• Automatic tracking updates sent back to customers 

No manual CSVs. No double entry. Less risk of errors.

At eFulfillment Service, our ecommerce stack integrates with marketplaces and social sales channels, including TikTok. When a TikTok order comes in, it appears in our warehouse system in near real time, ready for pick and pack.

Speed and consistency at scale

TikTok shoppers expect quick shipping. Many 3PLs that focus on TikTok fulfill most orders within 24–48 hours.

Outsourcing TikTok fulfillment to a 3PL gives you:

• Same-day or next-day pick and pack for most orders 
• Standardized packing steps, so every order goes out the same way 
• Capacity to handle viral spikes without melting your in-house team 

Buske Logistics, for example, describes TikTok-optimized fulfillment as “fast pick-and-pack operations, branded packaging, tracking updates, and returns management” tuned to social commerce.

eFulfillment Service follows a similar model for ecommerce sellers. You ship inventory into our warehouse once. From there, we handle TikTok, Amazon, and site orders in one workflow.

Flexibility for multi-channel sellers

Most ecommerce brands do not live on one channel. You might sell on:

• TikTok Shop 
• Shopify or WooCommerce 
• Amazon or Walmart 
• Wholesale or B2B channels 

A 3PL that already supports multichannel ecommerce makes it easier to:

• Share inventory across channels 
• Route orders through the same warehouse locations 
• Keep packaging, inserts, and branding consistent 

This matters if TikTok is one part of a bigger strategy. When a TikTok product goes viral, Amazon and direct-to-site demand usually move in the same direction. Your 3PL becomes your buffer against chaos.

At eFulfillment Service, for example, clients who turn on TikTok Shop do not start from zero. Their products, barcodes, and packing rules are already in our system from their other channels. TikTok becomes one more source of orders flowing into the same process.