TikTok Shop’s global sales are projected to exceed $40 billion in 2024, but its U.S. performance is falling short of expectations. The platform aims for 100% overall growth, with a near 200% target for the U.S. market, provided it remains operational there. If forced out of the U.S., TikTok will focus on Southeast Asia, Europe, Brazil, and Japan. The U.S. market, the largest for advertising and retail, is crucial for TikTok’s e-commerce, with daily sales expected to hit $20 million. However, livestreaming sales are underdeveloped, accounting for less than 20% of total sales compared to Douyin’s 70%.