TikTok Shop vs eBay: The New E-Commerce Rivalry

TikTok Shop’s rise is one of the most significant shifts in global e-commerce in years. While public debate in the United States focused on potential bans, ownership battles, and tariffs, TikTok’s shopping arm expanded at remarkable speed.

According to EchoTik estimates, TikTok Shop generated around $19 billion in global sales from July to September 2025, placing it within striking distance of eBay’s quarterly volume of just over $20 billion.

In the U.S., the platform reached up to $4.5 billion in three months, an approximate 125 percent jump from the previous quarter, despite political pressure and regulatory scrutiny.

The key to its appeal is its “show-first” model: creators demonstrate products in short videos or livestreams, allowing users to buy what they see without switching platforms.

While livestream shopping has become a cultural force in China and Southeast Asia, adoption in the U.S. remains limited as only about 2 percent of TikTok traffic goes to live shopping.

Even so, TikTok’s growth trajectory shows that social commerce is becoming a mainstream part of online retail. If American users eventually embrace livestream shopping at levels seen in Asia, TikTok Shop could become a far bigger player in the e-commerce landscape.