Big news! TikTok Shop releases 2025 strategy: a new guide to content e-commerce growth

Content e-commerce has ignited global cross-border business, and merchants have taken advantage of the TikTok Shop content e-commerce trend.

Against the backdrop of an increasingly volatile cross-border e-commerce environment, the industry has moved from a period of wild growth to a stage of high-quality overseas expansion. Many sellers are experiencing the pain of transformation while facing multiple challenges such as exchange rate fluctuations, changes in trade policies, and logistics uncertainties.

However, content e-commerce represented by TikTok Shop has risen against the trend and has become a new engine for sellers' performance growth with its unique and innovative content e-commerce model.

In the past three years, the GMV of global content e-commerce has doubled, and TikTok Shop, as a leader in this field, has continued to break through its peak business. In 2024, the GMV of cross-border POP in the United States increased fivefold.

There is no doubt that content e-commerce is currently in full swing, and sellers can only usher in high-quality growth by seizing "new opportunities".

In 2025, how can sellers overtake others in TikTok Shop?

Looking back at TikTok Shop's performance, we can find that from 2021 to 2024, TikTok Shop's rumored GMV targets are US$1 billion, US$4.4 billion, US$20 billion and US$40 billion, respectively. Although the annual targets may not all be achieved, its growth trend has always been strong, demonstrating the platform's potential for continued expansion.

In terms of global layout, TikTok Shop is also moving at a rapid pace. After opening the Irish site and the Spanish site at the end of last year, it has recently expanded to the Mexican market. Some beauty stores have easily exceeded five-digit sales in just a few days after going online.

As a leader in content e-commerce, TikTok Shop also performed well in the UK, the world's fourth largest e-commerce market. The number of active merchants in the UK has tripled year-on-year, and short video content has achieved explosive growth in the millions.

TikTok Shop's expansion overseas is a new opportunity for sellers to overtake others and cannot be ignored.

Mu Qing, vice president of TikTok Shop's cross-border e-commerce, emphasized in a previous speech: In 2025, TikTok Shop will focus on users, integrate all ecological resources, build a complete business growth chain, and help brands achieve explosive growth through "good content, good products, good services, and good marketing." Promote high-quality products to the global market.

To support the operation and sustainable development of all types of merchants, TikTok Shop announced the launch of two major plans - the "Brand Overseas Acceleration Plan" and the "New Business Start-up Plan", and at the same time launched a package of support policies covering multiple key areas such as products, live broadcasts, influencers, and services, providing all-round and in-depth support for new and existing merchants.

It cannot be ignored that the success of TikTok Shop is inseparable from its powerful content ecosystem. In this ecosystem, every creator has the potential to become a seller. With the continuous emergence of diversified content, traffic is pouring in like a tide, injecting new business opportunities into live streaming and forming a virtuous circle. It is this continuous increase in content that drives the continued vigorous development of TikTok Shop.

From the initial pursuit of traffic to today's deterministic operation, TikTok Shop has brought sellers super value returns. At present, sellers should think more about how to seize the dividends of content e-commerce, skillfully use the PEAKS method, achieve overtaking in the fierce market competition, and move towards a new stage of high-quality growth.

TikTok Shop releases new guide to explosive sales: PEAKS overseas business methodology

Not long ago, Mu Qing shared the latest data of TikTok Shop in the US in his speech: in 2024, the shopping behavior of users in the US will be significantly more active, the number of dynamic sales experts will surge by 212%, and the number of daily paying users will increase by 103%. This series of data undoubtedly confirms the strong momentum of TikTok Shop in the field of content e-commerce.

According to foreign media reports, in January this year, TikTok Shop continued its upward trend in 2024, with sales in the US market soaring 153% in January, far exceeding SHEIN's 26% and TEMU's 28%.

Based on this set of data, it is obvious that TikTok Shop will be very popular in 2025.

The performance in 2024 was outstanding, and the performance continued to rise at the beginning of 2025. Does content e-commerce really have unlimited possibilities?

A common view in the industry is that good content is the key to continuously boosting business growth, and good marketing is an amplifier for business operations. The core competitiveness of TikTok Shop is the content field. Through a user-centric strategy, it takes the initiative in content, connects users with high-quality content, and ultimately builds trust and drives consumption growth.

Mu Qing pointed out that if merchants want to achieve high-quality growth in the wave of content e-commerce, they need to work hard in four aspects: products, content, marketing, and services. Among them, good content is the key to continuously boosting business growth, good products are the core of meeting user needs, good services are the cornerstone of all business operations, and good marketing is the amplifier of business operations. As a result, in the past year, more and more merchants have detonated order growth through content, and TikTok Shop has also become the core sales platform for cross-border merchants.

To help businesses tap into content e-commerce, TikTok Shop recently shared the path to success for content e-commerce.

Recently, TikTok Shop released the "PEAKS Global Business Methodology" for the first time, the core of which covers the five major growth modules for merchants, namely: high-quality products (Premium Product), merchant content acceleration (Engaging Content), marketing amplification (Activities & Advertising), expert content release (KOL Collaboration), and user experience improvement (Service Guarantee).

The key to PEAKS's overseas business methodology can be seen from the literal meaning alone : ​​high-quality products and user services are the cornerstones, and accelerated growth is achieved through the dual drive of content and marketing. It is worth noting that this is the first time that TikTok Shop has systematically sorted out and verified its strategy.

When low prices flood cross-border e-commerce, high-quality, medium-to-high-priced products that are both innovative and practical are a major way for merchants to stand out. And as the business scale of merchants gradually expands, a deeper layout is also imperative: organically combining live broadcasts of experts and live broadcasts of merchants to attract potential customers and provide strong impetus for business breakthroughs.

Ryan, head of cross-border POP merchant operations at TikTok Shop, also said earlier: "For content e-commerce like TikTok Shop, there is a deeper interaction and communication between merchants and users, which can help merchants get rid of the low-quality internal volume of price wars and move towards the road of branding."

PEAKS's overseas business methodology helps sellers break through the circle and sell well overseas

Obviously, PEAKS's overseas business methodology has been proven to be effective in the practice of sellers. This can be seen from the cases of successful sellers in various categories. They are able to find their own growth path and achieve outstanding performance, all of which have grasped the core essence of the methodology.

Merach, a cross-border self-operated fitness equipment brand that entered TikTok Shop in the United States in 2023, quickly ranked among the top ten in sales of all categories with a series of sports and fitness equipment such as shaking machines, horse riding machines, and rowing machines, with cumulative revenue exceeding US$7 million.

Merach's success lies in its high product quality (methodology P). It has not fallen into the quagmire of low-price competition, but has positioned its products in the high-end market and focused on developing products that meet the needs of high-end users. By creating fitness equipment with exquisite appearance and superior experience, Merach has successfully stood out in the fierce market competition and become the preferred brand for high-end users.

Westernhandbag , which mainly sells handbags, focuses more on the volume of content from experts (methodology K). By observing its live broadcast room, we can find many highlights: whether it is a trial display type, interactive service type or a life scene type live broadcast, the anchor can not only intuitively show the value of the product through on-site trial, but also provide targeted answers based on user comments in real time, which greatly improves interactivity and trust.

The live broadcast function, which was born out of TikTok's content ecosystem, has shown great help in attracting traffic and improving conversions. Consumers browse short videos and live broadcast rooms in a relaxed state, become interested in the content and products in the videos, and with the good reputation of influencers, they naturally develop a sense of trust and finally happily place orders in an immersive atmosphere.

Marketing (Methodology A: Marketing Amplification) is also one of the key paths to success for many sellers. Take the sportswear brand OQQ as an example. The brand worked with the platform to create the "OQQ Super Brand Day". Through innovative forms such as the #FeelingGreatInOQQ theme challenge, expert short video promotion, and even holding its own Milan fashion show, it created a new high in brand sales and achieved a GMV of US$5.19 million in 7 days.

From the practical experience shared by the above sellers, we can clearly see a general trend: content e-commerce is becoming the most important and smoothest bridge between cross-border merchants and consumers, and PEAKS's overseas business methodology is like a solid pillar supporting the bridge.

As the business volume of merchants gradually expands, relying solely on short videos of influencers can no longer meet the deeper market demand, and merchants need a more diversified layout strategy. As the saying goes, "borrowing strength to fight strength", on the basis of strengthening content e-commerce operations, implementing strategies of good products, good services, and good marketing can leverage the double explosion of brand voice and sales and achieve sustainable growth.

TikTok Shop

Content e-commerce

North America