SHENZHEN, Sept. [XX] — As global toy consumption shifts increasingly online, three major platforms are dominating the cross-border e-commerce landscape with distinct strategies and performance metrics. TikTok Shop, Amazon, and Temu are reshaping how toys reach international markets, each carving out unique niches in GMV growth, product trends, and profitability models. Newly compiled data for 2025 reveals contrasting trajectories that offer valuable insights for exporters navigating this dynamic sector.
GMV Growth: Divergent Trajectories in a Booming Market
The global toy e-commerce market is projected to grow 3.7% year-on-year in 2025, but this average masks significant variations across platforms. Amazon maintains its leadership position with estimated toy category GMV exceeding $28 billion, representing an 8.2% increase from 2024, according to industry analysts. Its mature ecosystem and massive user base continue to drive steady growth, particularly during key shopping events like Black Friday where its volume advantage becomes most apparent. "During peak seasons, Amazon's toy sales can surge to nearly double our other platform revenues combined," notes Chen Hong, a multi-platform toy seller .
TikTok Shop is emerging as the fastest-growing contender, with its toy and hobby category experiencing explosive growth. In Singapore alone, top toy stores on TikTok Shop generated GMV between \(301,000-\)500,000 in early 2025, with similar trends observed across Southeast Asia and Europe and America markets . Industry estimates suggest TikTok Shop's global toy GMV could grow by over 45% in 2025, fueled by its social commerce model that blurs entertainment and shopping.
Temu, meanwhile, has established itself as a disruptive force with approximately 30% GMV growth in toys, leveraging its aggressive pricing strategy and subsidy policies. The platform particularly excels in budget-friendly categories, though recent shifts show increasing focus on higher-priced items ($25+) through targeted subsidies . While its overall toy GMV remains behind Amazon, Temu's rapid expansion has captured significant market share in price-sensitive segments.
Product Trends: Platform-Specific Bestseller Characteristics
Each platform's product ecosystem reflects its unique user demographics and discovery mechanisms. TikTok Shop's toy success stories are dominated by trendy toys and collectibles that thrive on viral sharing. Card collections and blind boxes feature prominently, with Singaporean stores like Crown Collectorr and 18 Cards achieving strong sales through limited-edition releases and unboxing content . This aligns with broader industry trends where IP-driven toys boast gross margins exceeding 60% .
Amazon's toy catalog remains the most diversified, mirroring its broad customer base. While traditional categories like dolls and educational toys continue to perform well, the platform's 2025 bestsellers include a mix of STEM products, licensed merchandise, and premium collectibles. This diversity reflects Amazon's position as a one-stop shop for family purchases, from everyday playthings to high-value hobby items .
Temu's top-performing toys prioritize affordability and broad appeal, with basic plush toys, simple building sets, and classic games leading sales. However, the platform is increasingly featuring mid-range products as it adjusts its subsidy strategy. "Temu's algorithm favors products under $20 but now pushes higher-priced items with platform subsidies," explains a Guangzhou-based toy exporter specializing in children's puzzles . This shift is gradually diversifying Temu's toy offerings beyond purely budget options.
Operational Strategies: Platform Models in Action
The platforms' distinct operational approaches significantly impact seller experiences and outcomes. Amazon's mature ecosystem emphasizes searchability and reliability, with its A9 algorithm rewarding optimized listings and consistent customer satisfaction. Sellers invest heavily in keyword optimization, sponsored ads, and maintaining high fulfillment standards through FBA (Fulfilled by Amazon). While this creates higher entry barriers, it also delivers steady traffic and trust from established buyer bases.
TikTok Shop's strategy revolves around content-driven discovery, integrating short videos, live streams, and influencer partnerships into the shopping experience. Successful toy sellers on TikTok leverage product demonstrations, user-generated content challenges, and real-time Q&A sessions to drive impulse purchases. "We doubled our toy sales after collaborating with parenting influencers for unboxing videos," notes a Singapore-based toy brand manager . The platform's lower barriers to entry allow nimble brands to quickly test and scale trending products.
Temu's model centers on aggressive pricing and streamlined operations, with significantly lower commission rates (reportedly 3-5% compared to Amazon's 15% for toys) and minimal advertising fees . The platform's (full ) service handles logistics and customer service, reducing seller workload but limiting control over branding. Temu's recent introduction of (semi-managed) options offers more flexibility while maintaining cost advantages .
Profitability Analysis: Balancing Volume and Margins
Profit dynamics vary dramatically across platforms due to differing cost structures and pricing strategies. Amazon sellers face higher commissions and advertising costs but benefit from higher average order values and stronger customer loyalty. Educational toy sellers report net margins of 8-12% on Amazon, with premium collectibles reaching 15-20% despite higher marketing investments.
Temu's lower fees offset its lower price points, resulting in surprisingly competitive margins for certain categories. "Our profit per unit is lower on Temu, but the volume and reduced operational costs make it worthwhile," says a supplier of basic plush toys. However, the platform's emphasis on low prices creates pressure on manufacturers, particularly for commodity items with limited differentiation.
TikTok Shop offers the highest margin potential for viral products, with successful IP collaborations achieving 25-30% net margins during peak trends. However, this comes with higher content creation costs and greater sales volatility. "A single viral video can sell 10,000 units in a week, but maintaining that momentum requires constant content investment," explains a card game manufacturer .
Strategic Recommendations for Exporters
The optimal platform strategy depends on product type and business objectives. Premium and educational toys perform best on Amazon, where customers value quality and reviews. Trend-driven items like blind boxes and collectibles thrive on TikTok Shop's viral ecosystem. Budget-friendly basics and promotional items find their audience on Temu, especially with the platform's new higher-priced subsidies .
Many successful sellers adopt a multi-platform approach, using Amazon for stability, TikTok Shop for trend exploitation, and Temu for volume. "We allocate 60% of inventory to Amazon, 30% to TikTok for new launches, and 10% to Temu for clearance," reveals a major Chinese toy exporter. This balanced approach mitigates risks while capitalizing on each platform's strengths.
As cross-border toy commerce evolves, platform-specific strategies will become increasingly important. Success now requires not just great products, but matching those products to the right platform ecosystem—whether Amazon's reliability, TikTok's viral potential, or Temu's cost efficiency. For exporters navigating this complex landscape, understanding these nuances is the key to unlocking global toy market growth in 2025 and beyond.
Post time: Sep-19-2025
