TikTok Marketplace Monitor｜March, 2025
TikTok Shop USA’s GMV jumped 47.04% in March to $1.044 billion—its first growth since November 2024.
OVERVIEW
TikTok Shop USA saw its gross merchandise value (GMV) jump 47.04% in March to $1.044 billion, averaging $33.69 million in daily sales. This marks the platform's first month of growth since November 2024, ending a three-month slump.
According to data from Kalodata, the top 10 product categories generated $754.79 million in GMV—up 48.74% from February. Beauty & Personal Care (19.03%), Womenswear & Underwear (12.8%), and Health (7.5%) together accounted for 39.38% of total GMV, collectively rising 2.19% month-over-month.
Category Analysis
While the top 10 categories remained unchanged from February, their rankings shifted, and all saw GMV growth of at least 3.31%. Notably, eight out of the ten recorded growth rates exceeding 40%.
Sports & Outdoor and Food & Beverages led the charge in March, with GMV rising 62.81% and 61.97%, respectively. These gains pushed them up to 4th and 5th place in category rankings. Womenswear & Underwear and Beauty & Personal Care also saw impressive growth—up 59.13% and 58.28%, respectively—retaining their positions as the top two categories.
March also brought noticeable changes in best-selling products and a sharp increase in the average price of top items. In February, the top 7 items ranged in price from $9.57 to $34.93. By March, that range had jumped to $26.94 to $82.46.
Newcomers to the top three best-sellers included Brainista's Yerba Mate Instant Tea Powder (Food & Beverages) with $3.75 million in revenue, medicube's Glow Skincare Set (Beauty & Personal Care) with $3.19 million, and Drink Nello's Calming Drink Mix (Food & Beverages) with $2.55 million.
Two of the top three best-sellers are functional drinks—highlighting the rapid growth of the functional food and beverage market. As consumers shift from basic nutrition to products that support mood, sleep, and stress relief, these once niche items are becoming everyday essentials, especially in Europe and the U.S.
Rising health awareness is fueling demand for supplements, herbal drinks, and functional teas, with innovative formulas and sharp branding helping new products stand out.
Vendors Spotlight
March brought heightened competition among TikTok Shop USA's top sellers, with new players from emerging categories shaking up the leaderboard. After falling off the list in February—ending a 12-month streak in the rank—Halara US made a comeback.
Tarte Cosmetics (Beauty & Personal Care) soared to the top spot, with sales jumping 94.8% from $4.23 million in February to $8.24 million in March, climbing from 3rd to 1st place. The surge was largely driven by two products: its undereye corrector ($1.37 million in sales at $30) and the paw brush ($1.33 million at $24.94). The brush was already a fan favorite, but Tarte sweetened the deal—offering it free with every purchase of the corrector.
Another notable shift in March was Crocs (Shoes) breaking into the top three sellers with $5.94 million in sales—the first time a footwear brand has made the list. Rather than relying on a single hit product, Crocs saw strong, balanced performance across its range, with all of its top three best-sellers being sandals, likely boosted by the approaching summer season.
Drink Nello (Food & Beverages) also made its debut, generating $4.38 million in sales. Following a strategy similar to Goli Nutrition—an established top seller—Drink Nello listed the same product under multiple links with tiered pricing. The brand's average unit price, starting at $35.63, stands out as notably higher than the category norm.
Another newcomer, Brainista (Food & Beverages), made a strong debut with $3.76 million in sales, driven by demand for its Yerba Mate Instant Tea Powder.
Yerba mate—a traditional South American tea known for its bold, smoky flavor and health benefits—has gained global popularity, especially in North America, Europe, and Japan. Brainista's version blends yerba mate with chicory inulin, probiotics, and prebiotic fiber to support gut health, along with Hericium erinaceus and L-theanine to reduce stress, improve sleep, and boost focus—aligning with growing wellness trends in Western markets.
To appeal to younger consumers, especially in Europe and the U.S., Brainista addressed yerba mate's typically bitter taste by introducing a peach mango flavor. Its instant format also adds convenience for busy lifestyles, making it ideal for use at the office, gym, or while traveling.
DATA SOURCE FROM KALODATA