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TikTok Shop’s US mid-year promotion has kicked off with a historic first-week performance, breaking records across multiple business models and product categories, according to updates on July 18.
The Platform Open Partner (POP) model saw a robust surge in content-driven sales. During the Super Brand Day, POP MART’s single-day live-stream GMV exceeded $5 million, setting a new US record. TYMO’s average daily GMV jumped 173%, while i2A’s collaboration with celebrity Cardi B fueled a 183% surge in short-video sales and over 200% growth in live-stream revenue.
Influencer marketing also shined: @jasonttshop’s single live session surpassed $100,000 in sales, with average daily GMV from influencer streams skyrocketing 916%. This momentum boosted four standout categories, including classic toys, novelty toys, and fitness equipment.
The fully managed model kept pace, with content-driven sales rising 160%, driving nearly double growth in both orders and sales volume. GMV for hit products and summer trend items surged over 200%, while brand-exclusive campaigns helped over 100 top brands achieve a 171% GMV increase.
As the promotion enters its final sprint, merchants are urged to seize remaining opportunities to scale further.
