TikTok Marketplace Monitor｜April, 2025
Pop Mart's TikTok Shop revenue surged 5,780% to $36.3 million in 2024, lifting its online sales share from 2.9% to 18%.
OVERVIEW
TikTok Shop USA's gross merchandise value (GMV) fell 15.52% in April to $882.19 million, or about $29.4 million in daily sales—reversing March's 47.04% surge that marked its first growth since November 2024.
The drop comes as newly imposed tariffs by President Donald Trump on Chinese goods begin to weigh on cross-border e-commerce.
According to Kalodata, the top 10 product categories brought in $646.64 million in GMV, down 14.33% from March. Beauty & Personal Care (19.16%), Womenswear & Underwear (13.14%), and Health (9.62%) accounted for a combined 41.92% of total GMV, up 2.54% month-over-month.
Category Analysis
Only the Health category posted growth in April, up 7.63%. The other top categories saw declines ranging from 6.23% (Fashion Accessories) to 48.03% (Food & Beverages). Automotive & Motorcycle entered the top 10 for the first time, displacing Household Appliances with $24.63 million in sales.
Meanwhile, average prices for top-selling items continued climbing. In April, the top seven products ranged from $29.46 to $114.15—up sharply from February's $9.57 to $34.93 range.
Brainista's Yerba Mate Instant Tea Powder (Health > Nutrition & Wellness) remained the top seller with $2.97 million in revenue, down from $3.75 million in March. Medicube's Skincare Set (Beauty & Personal Care > Skincare) ranked second with $2.5 million, followed by Zooone Nature's NAD+ Berry Drink Mix (Health > Nutrition & Wellness) at $2.17 million.
As in March, two of the top three products were functional drinks—highlighting growing consumer interest in supplements and wellness beverages.
Vendors Spotlight
The top 10 TikTok Shop sellers remained largely stable in April, though two newcomers—POPMART US SHOP (Collectibles) and Color Wow Hair (Beauty & Personal Care)—shook up the rankings.
POPMART US SHOP soared to No. 2 with $4.82 million in sales, driven by the launch of its LABUBU "THE MONSTERS Big into Energy Series" trendy toys. TikTok Shop was the brand's exclusive online launch channel in the U.S., with 20,000 units set aside for livestreams to build scarcity. On April 25 alone, POPMART generated $511,300 in sales.
According to its 2024 annual report, Pop Mart's TikTok Shop revenue surged 5,780% year-on-year to 262 million RMB ($36.26 million), with its share of online sales jumping from 2.9% to 18%. Its U.S. TikTok store now has over 432,700 followers and 2.3 million likes.
Color Wow Hair, a celebrity-favorite brand founded by Gail Federici, entered the top 10 with $3.59 million in sales, led by its Dream Coat for Curly Hair ($1.24 million at $24). Known for products favored by stars like Kim Kardashian and Jennifer Lopez, the company generates roughly $300 million annually. Federici is reportedly exploring a sale that could value the brand at around $1 billion, per Reuters.
Medicube US Store climbed to the top spot despite a decline in sales to $5.53 million from $7.69 million. Its hero product, the Glass Glow Skincare Set, brought in $2.5 million alone, with an average price of $114.15.
Recent trends suggest that bundled skincare kits and multi-pack beverage deals—often sold with tiered pricing—are lifting average order values while offering shoppers perceived savings, despite unclear unit pricing.
DATA SOURCE FROM KALODATA