TikTok’s In-App Purchases Surged in 2024, U.S. Market Leads Growth

TikTok experienced a major surge in in-app purchases in 2024, with the U.S. market driving much of the growth according to Sensor Tower’s latest Digital Market Index report. The data highlights why the platform continues to prioritize the U.S. despite ongoing regulatory challenges.

“In-app purchase revenue in the U.S. rose by $1.47 billion between Q4 2023 and Q4 2024, a larger increase than the rest of the top five markets combined,” the report states. Overall, global consumer spending on in-app purchases within TikTok, including China’s Douyin, reached $6 billion in 2024, up from $4.4 billion the previous year. This figure more than doubled the revenue of any other app or game during the same period.

Douyin’s success in eCommerce has heavily influenced TikTok’s own monetization strategy. In China, Douyin’s gross merchandise volume (GMV) reportedly hit 3.5 trillion yuan ($490 billion) in 2024, demonstrating the immense potential of in-stream shopping. TikTok has been working to replicate this model, though adoption in the U.S. has been slower. However, as the new data shows, American consumers are increasingly engaging with TikTok Shop, reinforcing the platform’s focus on expanding eCommerce operations.

Beyond the U.S., TikTok is accelerating its eCommerce push in other markets to mitigate risks associated with a potential U.S. ban. The report also notes that overall mobile ad spending hit record levels in Q4, with platforms like LinkedIn and Pinterest seeing notable growth.

As TikTok continues refining its monetization strategy, the insights from Sensor Tower’s report provide a clearer picture of how digital ad spending and social commerce are evolving. The platform’s efforts to push in-app sales are clearly working, and may be a core part of pushing its uncertain future away from the prospect of being banned outright in the U.S.