TikTok Marketplace Monitor｜January, 2025
Health-focused brands dominated the top 10
OVERVIEW
In January 2025, TikTok Shop USA saw a 31.48% drop in gross merchandise value (GMV), totaling $792.5 million, with daily sales averaging $25.57 million. This decline followed the end of the holiday season and was further impacted by a temporary TikTok ban on January 19, as it still remains unavailable for new users to download from the Apple and Google app stores in the United States.
Data from Kalodata revealed that the top 10 categories generated $553.4 million in GMV, a 23.7% drop from December 2024. Beauty & Personal Care (18.62%), Womenswear & Underwear (12.58%), and Sports & Outdoor (7.83%) accounted for nearly 40% of total GMV, with their combined share rising by 5.18%.
Category Analysis
January's rankings saw a shift, with Food & Beverage and Household Appliances replacing Kitchenware and Toys & Hobbies among the top 10 categories. While December 2024 already showed signs of a slowdown across key categories, January's performance worsened, with all categories declining.
Phones & Electronics and Home Supplies experienced the largest drops, down 46.97% and 35.52%, respectively. Fashion Accessories and Menswear & Underwear also saw substantial declines, down 33.04% and 32.33%.
In contrast, Health posted the smallest decline at just 1.56%, rising to 4th place from 5th. Sports & Outdoor also performed relatively well, down 17.36% but climbing from 4th to 3rd place.
Top-selling products also shifted, with Beauty-Life's Electric Massager, once a consistent best-seller, falling off the rankings entirely. Meanwhile, The Lost Skills' Herbal Remedies surged to the top, with $3.35 million in revenue, up from $2.84 millions in December despite the overall downturn.
Vendors Spotlight
In January 2025, three new brands made their way into the top 10 TikTok Shop sellers: MaryRuth's (Health), Reus Research (Health), and Fitnessathome (Sports & Outdoor), signaling a growing focus on health among TikTok users.
MaryRuth's surged from outside the rankings to 4th place, with $5.3 million in monthly sales. Its standout product, the Liquid Multivitamin for Hair Growth, ranked 2nd overall on TikTok Shop USA in January. The product's two sizes—450ml for $31.46 and 880ml for $53.13—combined for over 105,000 units sold, generating $3.73 million in revenue.
Reus Research entered the top 10 with $3.85 million in sales, driven by its only product NAD+ Supplement for Skin Aging, Energy, and Focus, priced at $39.99.
Influencer-driven marketing, particularly from mid-tier creators with 30k to 60k followers, played a key role in its success.
Fitnessathome also made its debut, fueled by a diverse range of home fitness tools, averaging $38.72 per unit. The brand replaced last month's MERACH, a fast-fat-burning home fitness brand.
What is still worth emphasizing in the end is health-focused brands dominated the top 10, with even The Lost Skills, a collectibles shop, finding success with its Herbal Remedies book—a product that taps into the growing health-conscious trend alongside Fitnessathome's offerings.
DATA SOURCE FROM KALODATA