TikTok Shop hit $50 billion in the first half of 2026 | Mashable

Credit: Al Drago/Getty Images In the first half of 2026, customers spent $50.3 billion globally on TikTok Shop, according to a report by Tabcut and Momentum Works — a whopping 92 percent increase over the same period last year. The U.S. and Southeast Asia were the largest markets, with the former spending $11.8 billion, around double the total from last year. The U.S. has 1.35 million stores and 20 million influencers on TikTok Shop. SEE ALSO: TikTok quickly pauses dating live chat test Tabcut and Momentum Works estimate that the global gross merchandise value (GMV) will surpass $100 billion for the first time this year and reach $123.5 billion by the end of 2026. Mashable Light Speed Want more out-of-this world tech, space and science stories? Sign up for Mashable's weekly Light Speed newsletter. Loading... Sign Me Up Use this instead By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy . Thanks for signing up! You May Also Like But, as What's Trending reported, the data might be more complicated than it looks. In a May 2026 Harris Poll, 63 percent of Gen Zers said they stopped buying from TikTok Shop . EMARKETER, which published the data, stated that it might be because of increasing dissatisfaction with the marketplace itself. Still, 62 percent said they use TikTok to discover new products, and users ages 25 to 44 are the platform's most active shoppers. As Mashable reported in Nov. 2025, TikTok Shop was reportedly inundated with 70 million sketchy products , partly due to AI. This year, a gray market of GLP-1 drugs is reportedly growing on the platform. Related Stories Sydney Towle is living with cancer, one TikTok video at a time TikTok withheld a safety feature from 15 million users, report says Hot Zuko edits are taking over TikTok. Not that I'm complaining. A 'gray market' of GLP-1 drugs is growing on TikTok, new analysis alleges Tom Cruise is officially in his TikTok era The pullback amongst young adults could also be due to other factors like no-buy movements. It could also be due to the economy — though, maybe scrolling TikTok Shop and buying a little treat because you can't buy a house is a recession indicator . Topics TikTok Anna Iovine Associate Editor, Features Anna Iovine is the associate editor of features at Mashable. Previously, as the sex and relationships reporter, she covered topics ranging from dating apps to pelvic pain. Before Mashable, Anna was a social editor at VICE and freelanced for publications such as Slate and the Columbia Journalism Review. Follow her on Bluesky .