TikTok Shop Is Booming. Most Brands Still Aren’t Making Money

The platform’s growth is real and verified. So is the fact that a sliver of its sellers are the ones actually seeing it.

EXPERT OPINION BY TEMILOLA AGBEDE

TikTok Shop generated $980 million in U.S. beauty sales in the second quarter of 2026, up 82 percent year over year, according to e-commerce data firm Charm.io. Across every category, eMarketer projected $23.41 billion in U.S. sales for 2026, up 48 percent and enough to make the platform a bigger U.S. ecommerce business than Target, Costco, or Best Buy individually.

Still, the growth rate itself is decelerating even as the dollar figures climb. The platform grew 407 percent in 2024, then 108 percent in 2025, and is projected to grow 48 percent this year. That’s not a red flag........

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