TikTok Shop’s U.S. site saw its gross merchandise value (GMV) drop by 15.52% month on month in April, falling to $882 million. This marks the platform’s first decline since November 2024, reversing March’s strong 47.04% surge. The downturn coincides with new U.S. tariffs on Chinese goods, adding pressure on cross-border e-commerce operations. Beauty and personal care remained the largest segment at 19.16% of GMV, followed by women’s apparel (13.14%) and health products (9.62%). Despite the overall slowdown, the health category stood out with a 7.63% MoM gain, while food and beverage products suffered the steepest YoY decline, down 48.03%.