Social Rocket
TikTok Shop reports sales of more than 500 million US dollars for the US Black Friday weekend 2025. In its US preview of the holiday season published on the 14 of October 2026 , TikTok also cites strong growth in live shopping. For retailers in Germany the figures are interesting – but they are not a direct forecast for the German shop.
What matters is what can actually be transferred from the US market: the combination of creator content, product discovery and purchase within the app. Scale, user behaviour and promotional periods differ.
The new US figures: live commerce is growing, but the base matters
According to TikTok, sales on TikTok Shop over the four days from Black Friday to Cyber Monday 2025 exceeded the mark of 500 million US dollars. Providers that used livestreams recorded 84 percent more sales year on year in this period. TikTok cites more than 760.000 live sessions and 1,6 billion views for this. In the first half of 2026, US live shopping sales are said to have more than doubled compared with the same period of the previous year.
These are platform figures, not an independent audit of net revenue, margins or additional sales. The published metrics also refer to different bases: the total revenue of the shopping weekend is not identical to the revenue from live sessions alone.
In the USA, TikTok promotes a shopping campaign for 2026 running from 11 to 30 November. This period is explicitly the US announcement; an identical German campaign calendar cannot be derived from it.
In Germany, creators and shoppable videos are doing the selling
TikTok Shop Germany launched in March 2025 and has already gone through its own Black Friday business. In its German review of 4 December 2025 , TikTok reported tens of thousands of shoppable videos and lives, as well as individual retailer livestreams with sales in the five-figure euro range. This is not total revenue for Germany.
A broader comparison is provided by the EuroShop analysis based on Kalodata and Lengow: for Germany, France, Spain and Italy, the merchandise volume for the 90 days up to 9 July 2026 was estimated at just under 499 million euros. Germany accounted for 35 percent of this, according to the analysis. In these four markets, almost 70 percent of the estimated volume came from affiliated creators; roughly two thirds came from shoppable videos rather than livestreams.
The datasets are not comparable in terms of methodology or timing. They do, however, indicate that German retailers should not simply copy the US live model. Easily discoverable product videos and creator collaborations can be at least as important here as large live events. How differently categories work is shown, for example, by our report on luxury resale and livestream sales on TikTok Shop.
Which measures make sense before Black Friday
The US preview cites strongly increased search and hashtag activity for September around gifts, jewellery and seasonal fashion. For example, posts with #holidayshopping rose by 263 percent compared with August, according to TikTok. This figure describes content activity, not 263 percent more purchases.
For German social commerce teams, a more practical testing strategy therefore suggests itself: prioritise product themes based on your own search and shop data, produce early creator videos with clear product information, then review performance and contribution margin by format. Anyone testing live shopping should report sales, returns and production effort separately.
Individual retailers are already showing how creators and sales can be linked – for example Sephora's entry with beauty drops and creator lives. On its advertising site, TikTok is also continuing to expand with AI Shopping, GMV optimisation and additional ad options. For budget planning, however, what matters is whether these tools are actually available in your own market and account.
Conclusion: The new US figures demonstrate the growing size of the TikTok Shop channel, according to platform data. For Germany, the more meaningful benchmark is the measurable profitability of shoppable videos, creator partnerships and live sessions – not a direct comparison with an American shopping weekend.