Why TikTok Shop could be the go-to place to sell your merchandise
A new report suggests TikTok Shop is almost as big as eBay’s sales. Whether that’s fully accurate or not, its potential for artists is clear.
TikTok Shop is (almost) as big as eBay
A recent report from analytics platform EchoTik claims that TikTok Shop is nearly matching eBay when it comes to the value of product sales. That’s huge for artists looking for fresh ways to sell merch directly to fans.
According to the report, TikTok Shop hit a gross merchandise value (GMV) of $19 billion in Q3 2025. For comparison, eBay only comes out just ahead with $20.1 billion over the same period. In the US alone, TikTok Shop sales were estimated between $4 billion and $4.5 billion, more than double what they were the year before.
A remarkable rise
TikTok Shop’s rise is pretty remarkable for a number of reasons. Firstly, its sales are only slightly less than eBay. That’s impressive when you consider TikTok Shop only launched in the US two years ago, compared to eBay’s three decades of history.
It’s even more impressive given the hurdles it has faced in the US. TikTok continues to face the threat of a permanent ban in the US and has done so for basically the whole of 2025. On top of this, Tubefilter adds that Americans are skeptical about shopping directly through social media. Yet, American users were still the biggest spenders on TikTok Shop last quarter.
As MusicAlly notes, it’s important to bear in mind that EchoTik is a platform built to highlight TikTok’s e-commerce potential. So, EchoTik’s claims have to be taken with a pinch of salt given that its business prospects depend on TikTok’s success.
What it means for artists
Still, the opportunity for artists is clear regardless of whether TikTok Shop is close to eBay’s level or not.
TikTok has always been a powerful platform for creators and artists to go viral and build their audiences. Combine that with TikTok Shop, and you get an integrated way to easily turn that audience into paying fans. Merch drops, vinyl sales, or signed posters could all be promoted straight from your videos or live streams.
Earlier this year, we reported that some indie record labels were earning between $15,000 and $20,000 monthly in TikTok Shop sales. For artists who already have an engaged following, TikTok Shop might be the smartest place for artists to sell directly to fans.
Even if EchoTik’s data is slightly inflated, TikTok Shop’s potential remains clear. Its growth shows that fans are willing to shop where they scroll even in uncertain times. So if you’re not using it yet, now might be a good time to start.
Ready to dive in?
If you want to get started with TikTok Shop, check out our in-depth guide on how to set up your store and make the most of it: TikTok Shop for Artists: Boost your music sales and fan engagement.