TikTok Shop captured 2% of US online retail spending in July, beating Target, Costco and Home Depot. Heavy users drove 30% of spend while representing 5% of buyers.
TikTok Shop has overtaken some of the biggest names in US retail.
In July, spending on the short-video app's e-commerce platform exceeded online sales at Target, Costco, and The Home Depot, according to credit and debit card transaction data from Consumer Edge. The customer-intelligence firm's analysis pegged TikTok Shop's share of US online retail spending at roughly 2% last month, up from about 1.2% a year earlier.
Michael Gunther, SVP of Research & Market Intelligence at Consumer Edge, called that jump in market share "massive."
TikTok has poured resources into its e-commerce business since launching TikTok Shop in 2023. It has built a shipping and logistics operation, brought on hundreds of thousands of sellers, and trained creators to promote products in videos for a commission. Major brands including Samsung, Disney, and Ralph Lauren have signed on in recent months.
The company is also rolling out an Amazon Prime-style membership program with free shipping and other perks. It offers managed services to sellers who need help producing videos and advertising their products. During last year's Black Friday Cyber Monday week, TikTok pulled in over $500 million in US sales.
TikTok's share still trails Amazon, which holds roughly 35% of US online spending, and Walmart, at about 7%. Gunther said the trajectory is unusual for a platform that started from zero a few years ago. "I don't know if I've seen something like this," he said.
Some of the year-over-year growth in July could reflect timing. TikTok Shop did not have to compete with Amazon Prime Day, which ran in July 2025. Gunther said the Prime Day effect does not appear to have had an outsized impact on TikTok's market share growth, which has been "relatively linear" since launch.
TikTok's growth last quarter was driven in part by a small group of heavy users. Shoppers who made 20 or more purchases in the second quarter drove about 30% of overall platform spending while representing just 5% of buyers. Older shoppers are also contributing. The fastest-growing age demographic by year-over-year spend was shoppers over 35.
TikTok Shop accounted for about 2% of US online retail spending last month, up from roughly 1.2% a year ago, per Consumer Edge's analysis. Amazon's share hovers around 35% depending on the month. Walmart's sits near 7%.
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