TikTok Marketplace Monitor｜December, 2024
December saw declines in nearly half of the top 10 categories as holiday sales tapered off
OVERVIEW
In December 2024, TikTok Shop USA generated $1.16 billion in gross merchandise value (GMV), a 3% month-over-month decline. Average daily sales were $37.31 million. The downturn followed the conclusion of Black Friday and Cyber Monday sales, with early December's Cyber Monday driving the highest GMV.
Kalodata data showed the top 10 categories generated $725.02 million in GMV, a slight 0.05% drop from November. Beauty & Personal Care (16.5%), Womenswear & Underwear (10.67%), and Phones & Electronics (6.68%) made up 33.85% of total GMV, though their combined share fell by 0.07%.
Category Analysis
In December, TikTok Shop's top 10 categories remained stable, with Kitchenware replacing Food & Beverage in the rankings.
Unlike November's broad growth, December saw declines in nearly half of the top 10 categories as holiday sales tapered off. Health and Beauty & Personal Care posted the largest month-over-month drops, down 9.42% and 7.60%, respectively.
Fashion Accessories led growth with a 22.94% increase, followed by modest gains in Toys & Hobbies (7.82%) and Menswear & Underwear (8.62%). After a 66.82% surge in November, Phones & Electronics held steady in third place, rising 4.59%.
The top products also shifted. Beauty-Life's Electric Massager and Wavytalk's Hair Brush remained strong performers, while The Lost Skills' Herbal Remedies and Zoyava's Supplement made their first appearances in the top three.
Vendors Spotlight
The top 10 TikTok Shop sellers saw four new entrants in December, signaling heightened competition.
Comfrt (Womenswear & Underwear) debuted in the top five, with $5.43 million in monthly sales. Growth was driven by a balanced product range, including hoodies and sweatpants, with an average unit price above $50.
Merach Fitness (Sports & Outdoor) also entered the top 10, fueled by strong demand for its Vibration Plate Exercise Machine, which sold 32.7k units, generating $2.43 million—over half of its monthly revenue.
MERACH is a home fitness brand that focuses on fast fat burning. As a partner of the China National Sports Training Center, MERACH exclusively provides treadmills, spinning bikes, elliptical trainers, rowing machines and massage guns to the national team athletes to prepare for Olympic and other big events.
Other notable debuts included The Lost Skills (Collectibles) and Fanttik (Automotive & Motorcycle), showcasing TikTok Shop's expanding product categories beyond beauty and fashion.
The Lost Skills saw significant growth from its best-selling Herbal Remedies book, with 86.7k units sold, generating $2.84 million. The book's promotional video below on TikTok has racked up 6.6 million views.
And Fanttik ranked among TikTok Shop USA's top 10 sellers with $4.28 million in sales in December. As tools brands gain traction, Fanttik joins the ranks of top performers, following in the footsteps of VEVOR, which made the top 10 in recent months.
Founded in 2020, Fanttik specializes in high-quality and modern automotive tools, with several of its products winning the prestigious "IF DESIGN AWARD." In 2023, Fanttik formed a strategic partnership with Costco, expanding its reach in North American retail.
DATA SOURCE FROM KALODATA