TikTok, Temu, and Shein defied geopolitical headwinds and policy scrutiny to maintain a strong presence in the U.S. app market in 2025. Despite ongoing tensions between the U.S. and China, these platforms, many originating from Beijing, demonstrated remarkable resilience and adaptability, capturing the attention and spending of American consumers.
TikTok, owned by ByteDance, secured the second spot in U.S. app downloads across both the Apple App Store and Google Play Store, according to data from Sensor Tower. This performance stands in defiance of significant regulatory pressure and near-ban threats that have characterized its operations in the U.S. for years. The short-form video giant’s continued popularity underscores the enduring appeal of its content and its sophisticated algorithm.
Adding to ByteDance’s success, its video editing app, CapCut, climbed three positions to rank fourth in downloads. This highlights the company’s ability to leverage its ecosystem across multiple popular applications.
Beyond TikTok, other China-linked applications also demonstrated robust growth. E-commerce platforms Temu and Shein, despite facing policy shifts and increased oversight, continued to thrive. Temu, which gained prominence with a high-profile Super Bowl ad campaign in 2024, slipped from its top position but remained a significant player, ranking seventh in 2025. Shein, while not in the overall top 10, led the apparel shopping category as the most downloaded app in its sector.
The continued success of these platforms suggests that U.S. consumers prioritize affordability, convenience, and engaging user experiences, often delivered through sophisticated algorithms. Liang Chen, a Professor of Strategy & Entrepreneurship at Singapore Management University, commented that these apps are not merely navigating policy landscapes but are “adaptive ecosystems with governance capabilities on both the demand and supply sides.”
**Navigating Regulatory Storms and Expanding Commerce**
Even as TikTok grappled with uncertainty surrounding its U.S. operations, the platform managed to expand its e-commerce capabilities through TikTok Shop. This feature allows users to make purchases directly within the app via videos and live streams. The company recently announced plans for a new U.S. joint venture, aiming to ensure its continued operation in the market. Under these new arrangements, TikTok Global’s U.S. entities are expected to oversee commercial activities, including e-commerce and advertising.
Data from retail consulting firm Coresight indicates substantial growth in TikTok’s U.S. revenue, which includes advertising, in-app purchases, and commerce. Revenue rose 26.2% year-over-year to $13.9 billion in 2025, following 25.7% growth in the previous year. Xiaomeng Lu, director of geo-technology at Eurasia Group, noted that “TikTok’s success in 2025 demonstrates a path to navigate geopolitical headwinds despite the continuously deteriorating U.S.-China relationship — a rare case of clever commercial strategy triumphing over politics.”
**E-commerce Giants Adapt to Tariffs and Oversight**
Competitors Temu and Shein also proved their ability to adapt to a challenging regulatory environment. Despite new tariffs and increased scrutiny over labor practices, supply chains, and product safety, these companies maintained their market positions. The Trump administration’s closure of the “de minimis” trade loophole, which allowed duty-free entry for packages under $800, and the imposition of broader tariffs presented significant headwinds.
While both Shein and Temu have relocated their headquarters, their operational bases and supply chains remain largely rooted in China. Analysts suggest that these companies have adjusted by negotiating lower supplier prices, absorbing some of the tariff costs, and diversifying their supply networks beyond China, including within the United States.
Coresight estimates that Shein’s U.S. revenue grew 16.8% year-over-year to $14.6 billion in 2025, while Temu’s gross merchandise value increased by 21.8% to $27.4 billion. Professor Chen of Singapore Management University observed that “Policy shocks in 2025 didn’t really make demand disappear. Rather, they proved that these platforms can adapt their logistics, merchant mix, and incentive design faster than consumer habits shift.”
**The Allure of Attention-Driven Platforms**
The sustained success of platforms like TikTok, Temu, and Shein is largely attributed to their attention-driven models and sophisticated algorithms. Scott Miller, CEO of e-commerce consulting firm pdPlus, explains that their growth reflects a shift in demand generation, moving from traditional advertising to an “attention-economy strategy.” He elaborates, “Their growth shows that American consumers now discover products through highly engaging, viral, and personalized content, making demand creation a function of entertainment and constant digital presence rather than traditional top-down branding.”
However, these same algorithms and data collection practices have also attracted regulatory attention. Concerns regarding national security, data privacy, and the potential for manipulation by foreign governments have been raised by U.S. officials concerning TikTok, Temu, and Shein.
Despite these persistent concerns, the ability of these China-originated apps to offer affordable products and engaging content appears to resonate strongly with American consumers. Yao Jin, an associate professor of supply chain management at Miami University, notes that “American consumers overall don’t really care an app’s association with any specific country as long as they can find something they want at an affordable price. That is exactly the competitive advantage of most China-originated apps.”
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