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TikTok在美国复刻抖音的成功之路 | 出海四小龙系列
TikTok Replicates Douyin's Success in the U.S. | The "Four Little Dragons" Going Global Series
从Shein、Temu到TikTok，中国电商平台在海外的竞争日趋白热化，以TikTok为代表的“兴趣电商”是市场关注的重点之一。
From Shein and Temu to TikTok, Chinese e-commerce platforms are fiercely competing overseas, with TikTok's "interest-based e-commerce" model being a key focus.
2021年初，TikTok印度尼西亚和英国推出了其电子商务平台TikTok Shop，随后在美国和东盟等其他市场推出。2022年，TikTok Shop创造了大约50亿美元的GMV。据报道，TikTok Shop团队已经设定了2024年达到500亿美元的GMV目标，是2023年目标的两倍多。
In early 2021, TikTok launched its e-commerce platform, TikTok Shop, in Indonesia and the UK, later expanding to the U.S. and other ASEAN markets. In 2022, TikTok Shop generated approximately $5 billion in GMV. Reports indicate that TikTok Shop aims to reach $50 billion in GMV by 2024, more than double its 2023 target.
就全球第二大电商市场美国而言，国信证券分析师张伦可认为，乐观假设下，TikTok GMV天花板高达1000~2000亿美元，按美国线上社零每年增速5%算，TK电商份额可达7%~15%，有望成为仅次于亚马逊的全美第二大电商平台。
For the U.S., the world's second-largest e-commerce market, Guosen Securities analyst Zhang Lunke predicts that TikTok's GMV could reach $100–200 billion under optimistic assumptions. With a 5% annual growth rate in U.S. online retail sales, TikTok could capture 7%–15% market share, potentially becoming the second-largest e-commerce platform after Amazon.
内容+货架双驱动模式
Dual-Driven Model: Content + Marketplace
与亚马逊、Shein、Temu等货架电商不同，TikTok采用的是兴趣电商模式。传统的货架电商基于“人找货”的逻辑，而兴趣电商通过推荐算法，将图文/短视频内容主动呈现在用户面前。
Unlike Amazon, Shein, and Temu, which follow a "marketplace" model, TikTok adopts an "interest-based e-commerce" approach. Traditional e-commerce relies on users actively searching for products, while interest-based e-commerce proactively presents content (images, short videos) via recommendation algorithms.
TikTok坐拥庞大的高粘性流量池，且兴趣电商路径已经得到了国内抖音小店的先行验证。用户无购买意愿时，TikTok即介入购物决策，完成从起心动念到成交履约的全闭环链路。
TikTok boasts a massive, highly engaged user base, and its interest-based model has already been validated by Douyin's success in China. TikTok influences purchasing decisions even before users express intent, creating a seamless shopping journey.
美国直播购物需求旺盛，电商格局分散
Strong Demand for Live Shopping in the U.S., Fragmented E-Commerce Landscape
2022年数据显示，美国前十名电商平台市占率仅有62%，除亚马逊（38%）外，其余9家的市占率都仅有个位数，给了TikTok Shop很大的突围机会。
In 2022, the top 10 U.S. e-commerce platforms held only 62% market share, with Amazon accounting for 38%. The remaining nine platforms each held single-digit shares, presenting a significant opportunity for TikTok Shop.
TikTok App是高粘性、高注意力流量入口，用户年轻且消费力强，美区月活1.5亿，用户日均使用90分钟，TikTok天然具备带货方面的优势。
TikTok's U.S. user base (150 million MAU, 90 minutes daily usage) consists of young, high-spending consumers, making it an ideal platform for live commerce.
起量最快的是有海外运营经验的大品牌
Established Brands with Overseas Experience Grow Fastest
从店铺销量来看，绝大部分热门店铺采用的都是自运营模式。目前TK Shop美区起量最快的是Amazon品牌大卖和出海品牌，如安克创新、泡泡玛特和科沃斯等。
Most top-performing TikTok Shop stores in the U.S. are self-operated. Brands like Anker, Pop Mart, and Ecovacs—with Amazon experience and global expansion strategies—are growing the fastest.
TikTok热销商品注重功能性和新奇特
TikTok's Best-Sellers Focus on Functionality and Novelty
TikTok热销商品注重功能性和新奇特，如智能手表、节日相关饰品、美白牙齿的漱口油等。女性相关的美妆个护、时尚服饰类目占大盘比例超过40%。
Best-selling products on TikTok emphasize functionality and uniqueness, such as smartwatches, holiday-themed accessories, and teeth-whitening products. Beauty, fashion, and women's apparel categories account for over 40% of sales.
展望未来
Future Outlook
TikTok美国小店的突围会给跨境卖家和服务商带来新的增长机会。品牌出海是TikTok Shop美区重点投资方向，未来几年会带来大量产业带上下游机会。
TikTok Shop's expansion in the U.S. will create new opportunities for cross-border sellers and service providers. Brand globalization is a key focus, unlocking growth across the supply chain.
