During this year's Black Friday and Cyber Monday (BFCM), TikTok Shop saw nearly 50% more shoppers compared to last year, with sales exceeding $500 million over the four-day shopping period.
Key highlights from the 2025 BFCM campaign, compared to 2024, include:
- Brands with over $10 million annual revenue grew TikTok Shop sales by 76%
- Brands and sellers hosting livestreams experienced 84% sales growth
- Shoppers tuned into over 760,000 livestream sessions hosted by sellers and their favorite creators, generating over 1.6 billion views
- Creator affiliates generated nearly 10 million shoppable videos posted during the 2025 campaign period
- Top-selling products across all categories included Medicube's Affordable Glass Glow Set
"This year’s BFCM results show how discovery on TikTok is increasingly translating into real shopping behavior," said Patrick Nommensen, head of strategic initiatives for TikTok Shop in the Americas. "People are finding products through creators they trust, seeing how those products work in real time and then purchasing in the same moment. TikTok Shop brings that whole experience together, and the momentum we saw over the weekend reflects how brands of every size are using TikTok Shop to reach new customers and drive meaningful sales.”
Discovery-Driven Holiday Shopping
TikTok's survey revealed that 1 in 3 TikTok users say they need some help or inspiration finding holiday gifts to give. According to GlobalData research, 83% of TikTok shoppers reported discovering new products on the platform—often through creators’ GRWM or before-and-after videos. This means trends—from lip plumpers to cushion foundations—can sell out almost overnight.
"I’m sure you’ve had that moment where you’re scrolling, not looking to shop, and then you find something that catches your eye that you have to have," said Nommensen. "TikTok Shop makes it easy to be inspired and find the perfect something for everyone on your list, including yourself."
Real-Time Live Shopping Builds Long-Term Loyalty
Live shopping delivered a record-breaking performance throughout this year's BFCM campaign period. As brands and creators find new ways to entertain and inspire loyalty among their communities, live shopping continues to evolve, drawing a healthy mix of repeat buyers and new ones.
“Live Shopping is where brand love starts—it’s a dynamic, interactive experience that deepens how our users connect with brands on TikTok,” said Nommensen. “That immediate, real-time engagement—introducing audiences to new products, demonstrating their value and facilitating direct interaction—is what builds trust, strengthens community and turns interest into long-term loyalty.”
