TikTok Shop United States trade continued to grow, reaching $9 billion in total commodity value (GMV) in 2024, with an annual increase of 650 per cent, making it the largest market for the platform. Short video contributed 58 per cent of GMV, 32 per cent of shop pages and 10 per cent of live broadcasts. U.S. users spend nearly an hour in TikTok every day, 78 per cent of the products are discovered through the influencer and 48 per cent buy the influencer post.
Bubble Matt performed well, with sales of between $9 million and $10 million each, totalling between $18 million and $20 million, at the top of the list. Its blind box toy caters to the Z generation ‘ s current culture, and the viral open-box video promotes sales, showing the potential of the collection class. Vevor Store ranks third in terms of sales of between $9 million and $10 million, focusing on hardware tools that attract blue collars and DIY lovers through practical content, demonstrating the possibility of non-traditional products on the platform.
Among the commodities, nursing and beauty collars, GMVs amount to between $220 million and $230 million, or over 22 per cent, and skin, cosmetics, hair-care products are driven by the “Get Ready With Me” video and influential course. The collection is at the top of the fifth and the sixth in terms of fashion fittings of $60 to $70 million, driven by the personalized demand of young users and the challenge of #TikTokMadeMeBuyit. Women ‘ s clothing and underwear, men ‘ s clothing and underwear are at the forefront, and health products (such as vitamins, nutritional supplements) show strong performance. Women ‘ s dress is highly competitive, with nearly half of the small shops changing their ranking and requiring continuous brand innovation.
With regard to branding, Tarte Cosmetics ranked first in the nursing and beauty category, with GMV at about $58.6 million, relying on live broadcasts and impacters for high-end positioning of products. MaryRuth’s and Goli Nutrition are ranked first in the health category, with GMV of approximately $20 million, with a focus on liquid vitamins, and the latter of nearly $40 million, which is promoted through viral content and high-impact awards. With 485,000 fans, Jahjosephh tops at between $9 million and $10 million, enhancing user trust through real and storytelling advice. Thirty-five per cent of the top 20 followers are under 100,000, indicating that the “small and beautiful” model is competitive. The participation rate of followers ranging from 50,000 to 100,000 was 14.5 per cent, and micro-impacters (below 50,000) were as high as 30.1 per cent, well above Instagram. Small and medium-sized Dalits have a high rate of conversion due to their location and high participation in the niche market. Market trends show that the influencers sell at their core, with 58 per cent of users driven by discounts and brands remaining price-competitive.
Care for beauty, health and collection, and the rise of non-traditional goods such as fashion and industrial tools. Small and medium-sized Da people have become the focus of cooperation. Brands should enhance short video and live broadcasts, in the form of “before-and-after” or tutorials, working with small and medium-sized Dalits to reduce costs and provide discounts and transparent pricing. For competing categories such as women ‘ s clothing, advantages need to be sustained through innovative design and viral challenges. Dao should focus on the niche market, create real content and use TikTok Creator Marketplace to find cooperation.
TikTok Shop America presents the potential of a social utility with 9 billion GMVs, and the success of Bubble Matt and Vevor Store shows that it is inclusive and that caring for beauty, collections and fashion accessories reflects the preferences of young users. Branders and creators should seize the opportunity of short video and live broadcasts, working with small and medium-sized Dalits in combination with discount strategies, while focusing on bans and quality challenges.
