NEW SBE COUNCIL REPORT: TikTok’s Big Lift to Small Business Success

By SBE Council at 8 December, 2025, 6:57 pm

NEWS

FOR IMMEDIATE RELEASE

Washington, D.C. - A report released today by the Small Business & Entrepreneurship Council (SBE Council) finds that TikTok has rapidly become a significant driver of growth and sales for millions of U.S. small businesses. Using data and results from several years of SBE Council surveys monitoring small business use of digital tools and platforms, along with publicly available data on TikTok's user growth and economic impact, the report - TheTikTok Boost to Small Business - details how the platform fuels growth, expands market reach, and supports branding and community-building for small businesses.

"TikTok has become a hub of economic opportunity and discovery for America's small businesses. Just as we saw from last week's impressive and record-breaking online sales generated from Thanksgiving Day to CyberMonday, U.S. sales from TikTok Shop during the five-day holiday period also broke records - more than $500 million in sales. Given the platform's popularity and growth with small business users, it's reasonable to conclude that small businesses benefitted greatly during this big shopping weekend via their presence on TikTok," said SBE Council President & CEO Karen Kerrigan. "As documented in our report, the platform's organic reach and commerce tools have been incredibly effective in helping to reach new customers and drive sales for small businesses year-round," Kerrigan added.

According to the SBE Council report, 33% of small businesses now use TikTok. Adoption has nearly doubled (17%) since 2023, placing it among the top five digital platforms for branding and revenue generation. Of small business owners who use the platform, 89% say it is important to their business viability, and nearly half (46%) say it is critical to their survival.

A Digital Powerhouse Driving Growth

As noted in the report, 91% of small businesses are now multi-channel sellers and TikTok has become a valuable digital tool for driving sales and visibility. According to SBE Council survey data featured in the report, small businesses that use TikTok consistently outperform non-users on key measures of financial strength, economic confidence, and business expansion.

Key SBE Council findings include:

● TikTok users are stronger omni-channel sellers: 98% of TikTok users employ multiple sales channels, compared to 91% of small businesses overall.

● TikTok is associated with a stronger business outlook: 75% of TikTok users rate current economic conditions as good or excellent, compared to 52% of non-users.

● Business optimism and performance is significantly higher among TikTok users: 90% of small business owners are confident that 2025 will be a positive year for their financial performance, versus 81% of non-users.

"Small business owners are resourceful by nature and are rapidly embracing strategies and tools proven to be efficient and successful for their peers. TikTok has become an important tool for sales growth," said Kerrigan. "The platform allows entrepreneurs to compete in the marketplace and with larger players on creativity, authenticity, and customer connection - not on ad spend."

The report examines the broader economic impact of TikTok, as documented by Oxford Economics. The Oxford report notes that TikTok hosts more than 7 million U.S. businesses, and directly contributed $24.2 billion to U.S. GDP and 224,000 jobs in 2023 via their activity. Moreover, TikTok's U.S. operations contributed an additional $8.5 billion to GDP, $2.0 billion in taxes, and a total of 59,000 jobs across the U.S. economy in 2023.

The Oxford Economics report also documents TikTok's effectiveness for small businesses: 88% report increased sales after promoting via TikTok, and 74% of small business owners say they sold out of a product tied to TikTok activity. Moreover, 65% of these small businesses say their TikTok presence generated interest from investors, and 59% say they depend on TikTok to stay competitive.

Uncertainty Around TikTok's U.S. Future?
The report notes that small business owners have expressed concern about TikTok's future in the United States. The platform is currently operating under an enforcement delay that expires on December 16, and small business owners express a desire for stability and clarity.

SBE Council survey findings, as noted in the report, highlight the importance that small business owners place on the finalization of a deal to keep TikTok operating in the U.S. and under American ownership:

● 89% of TikTok-using small business owners say the platform is important to their business's viability.

● 46% describe TikTok as critical to their business's survival.

● 79% say that finalizing the agreement to keep TikTok operational in the U.S. is important to their business.

"Small business owners do not like uncertainty, and in this case fear disruption that could significantly dent their revenue stream and competitiveness. Preserving certainty with regard to the platform is of great importance to many small businesses," added Kerrigan.

Access the full report here .

CONTACT:

KAREN KERRIGAN, [email protected]

SBE Council is a nonpartisan advocacy, research and education organization dedicated to protecting small business and promoting entrepreneurship. For more than 30 years, SBE Council has advanced a range of private sector and public policy initiatives to strengthen the ecosystem for strong startup activity and small business growth.

Visit www.sbecouncil.org for additional information. X: @SBECouncil

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