In a year marked by structural shifts in content-driven commerce, TikTok Shop is rapidly redefining global consumer behavior. To help brands navigate this new terrain, the FastMoss Research Institute has released the “2025 Mid-Year TikTok Shop Analytics Research Report”—an in-depth white paper capturing key insights, performance trends, and emerging strategies from the first half of 2025.
This is not just a report. It’s a strategic roadmap built for businesses looking to scale on TikTok Shop—whether in the U.S., Europe, Southeast Asia, or emerging Spanish-speaking markets.
A Glimpse Into the Future of Global Commerce
TikTok Shop is no longer just a sales channel—it is becoming “the new business arena” for global brands. The white paper analyzes the platform from multiple dimensions, including:
- Core platform data from H1 2025
- Livestream commerce trends
- Product performance and bestseller rankings
- Creator ecosystem analysis
- Advertising effectiveness and media buying insights
- Agency performance benchmarks
- Ecosystem evolution and opportunity mapping
Uniquely, this report features first-hand interviews with top-performing TikTok brands and creators across key regions. These include Goli (Top 1 health supplement brand in the U.S.), Cata-Kor (a viral product success), and Sk8bord B (a leading U.S. creator), offering grounded insights for anyone aiming to compete on the platform.
U.S. Market: From Influencer-Led to Brand-Owned Channels
In the U.S., TikTok Shop is undergoing a significant shift—brands are now leading the charge. Merchant-led livestreams have gained traction, replacing an earlier reliance on influencer partnerships. Brands are prioritizing:
- Building first-party audiences via official TikTok accounts
- Crafting content aligned with brand values
- Gaining better control over conversion flows
Exclusive interviews in the report feature U.S. leaders like MaryRuth’s (health category), Goli, and Social Army (top-tier MCN), offering a playbook for brands entering or scaling in the U.S. TikTok ecosystem.
Europe: Category Specialization and Brand Storytelling Take the Lead
Europe presents a fragmented but maturing landscape. The dominant trend? Brand-led livestreaming and strong category differentiation. Highlights include:
- Beauty and personal care excelling in the UK and Germany
- Collectibles surging in Germany, fueled by IP-driven demand
- Fashion accessories dominating Italy and France
- High cultural premium pricing strategies seen in niche categories like fragrance (e.g., APRIZO)
The report breaks down Europe’s “brand-first, category-focused” approach and offers insight into how localization and cultural storytelling power sustainable market entry.
Southeast Asia: Creator Economy Thrives, Beauty & Electronics Dominate
TikTok Shop in Southeast Asia is booming—with Indonesia (30%), Philippines (27%), and Malaysia (22%) forming the core livestream commerce hubs in the region.
While creator-led commerce still dominates, brands are ramping up their presence. Southeast Asia showcases:
- Deep cultural integration through local creators and micro-influencers
- Fast-growing product verticals in beauty and electronics
- High demand for content-to-conversion optimization
From JIMS HONEY’s local brand narrative in Indonesia to Judydoll’s success in Vietnam’s “affordable luxury” space, the report details actionable, culturally tailored strategies for regional growth.
Spanish-Speaking Markets: 90%+ of Sales Driven by Brand-Owned Streams
TikTok Shop is gaining momentum in Spanish-speaking regions, especially Brazil, Mexico, and Spain, where brand-operated livestreams have become the mainstream, accounting for:
- 92% of GMV in Brazil
- 82% in Spain
- 70% in Mexico
This trend underscores a strategic shift: livestreaming is no longer a quick-hit tactic but a long-term brand-building channel. Brands are investing in localized content, verticalized operations, and structured customer engagement.
What Sets This Report Apart
The FastMoss TikTok Shop White Paper is the only Chinese-language industry report featuring in-depth global case studies and brand interviews from the frontlines of TikTok commerce. It is built not to just inform—but to guide decision-makers on:
- Where to allocate resources across markets
- How to evolve from influencer dependence to full-stack brand operations
- How to structure teams, campaigns, and content for scalable success
From Traffic to Assets: The New Growth Mindset
The playbook for TikTok Shop success in 2025 is changing:
- Content = Commerce Entry Point
- Livestreams = Transaction Hubs
- Short videos = Consumer Trust Builders
Gone are the days of chasing viral spikes. The new growth strategy is about building asset-based momentum—where content creates brand equity, not just clicks.
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