If the past decade belonged to "traditional" e-commerce categories like apparel and electronics, the next ten years may see groceries emerge as the most explosive growth sector in cross-border online commerce. Recent data shows U.S. e-commerce annual sales surpassing the trillion-dollar milestone for the first time, with grocery categories leading the charge at astonishing growth rates—opening new opportunities for international sellers.
U.S. E-Commerce Market: The Trillion-Dollar Benchmark
In 2022, U.S. e-commerce sales reached $1.09 trillion, marking a historic breakthrough for the industry. The fourth quarter alone saw $332.2 billion in sales, demonstrating remarkable momentum. Among top-performing categories, groceries, apparel and accessories, computers and peripherals, consumer electronics, and furniture ranked highest in sales volume.
Mobile commerce emerged as particularly noteworthy, growing at twice the rate of desktop commerce. During Q4's 18% overall market growth, mobile contributed a 26% growth rate. Mobile now accounts for nearly 40% of total e-commerce sales, establishing itself as an indispensable component of digital commerce.
The Grocery Revolution: 333% Growth in Four Years
The grocery category's performance stands out as extraordinary. Four years ago, online grocery sales barely reached $15 billion in Q4. By Q4 2022, that figure skyrocketed to $64 billion—a 333% increase. This explosive growth stems from multiple factors: shifting consumer habits, pandemic-induced demand for online grocery shopping, and sustained platform investments in cold-chain logistics and food safety measures.
The sector's strong performance has attracted attention from cross-border platforms previously cautious about food sales. Even TikTok Shop, which historically restricted grocery permissions—including pet food—has begun strategic moves into the market.
TikTok Shop's Strategic Entry Into Southeast Asia's Food Market
The social commerce platform recently announced it would grant food category permissions to select sellers via invitation-only access. Initial openings focus on Southeast Asian markets—Vietnam, Malaysia, Thailand, Philippines, and Singapore—accepting registrations from mainland Chinese or Hong Kong-based companies.
Approved categories include instant meals, grains/oils/condiments, beverages, snacks, and baking ingredients, while alcoholic drinks remain restricted. This move signals TikTok Shop's official grocery market entry and presents new opportunities for cross-border sellers.
TikTok Shop's Food Category Requirements
According to platform disclosures, TikTok Shop extends invitations to sellers meeting these criteria:
- Business License: Mainland China/Hong Kong business license (non-individual) covering relevant food categories with at least one year remaining validity
- Brand Authorization: Trademark registration for owned brands or authorization documents for represented brands
- Food Safety Certification: Valid food business operation permits
- Overseas Shipping: Capability to ship directly to TikTok-certified warehouses
- Local Compliance: Market-specific qualifications (e.g., Thai FDA license for Thailand)
TikTok's Unique Advantages for Food Commerce
As a short-video platform, TikTok boasts massive user engagement and content virality. The #foodtiktok hashtag alone exceeds 106.6 billion views, creating natural marketing potential for food products. Recent e-commerce surveys show TikTok's consumer influence growing significantly—33% more category searches and 150% higher direct retail engagement year-over-year.
Notably, 86% of TikTok users also shop on Amazon, enabling multi-platform strategies. Sellers might consider listing groceries on Amazon while leveraging TikTok for promotion, creating synergistic growth channels.
Challenges and Opportunities in Cross-Border Grocery E-Commerce
Despite tremendous potential, grocery e-commerce faces significant hurdles. Food safety remains consumers' top concern, requiring strict compliance with international regulations. Cold-chain logistics present another critical challenge, demanding reliable partners to maintain product freshness during transit.
Regional taste differences necessitate thorough market research to select appropriate products. However, as platforms improve infrastructure and consumer habits evolve, cross-border grocery e-commerce offers substantial growth potential for prepared sellers ready to navigate these complexities.