TikTok Marketplace Monitor｜September, 2024

Goli Nutrition's sales surged 154.03% to $8.51 million, propelling it from sixth to first place.

OVERVIEW

In September 2024, TikTok Shop USA recorded a total sales volume of $670 million, reflecting a 5.28% month-over-month increase. Despite this uptick, gross merchandise value (GMV) remained below July levels. Average daily sales on the platform reached $22.3 million.

In September, TikTok Shop's top 10 categories collectively generated $465.5 million in GMV, marking a 5.72% increase month-over-month.

Rankings within the top five categories remained consistent, with the top three categories accounting for 40.03% of total GMV. Beauty & Personal Care led with a 19.3% contribution, followed by Womenswear & Underwear at 13.38% and Health at 7.39%.

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Category Analysis

In contrast to August—when only three of the top 10 categories, including Womenswear & Underwear, Menswear & Underwear, and Home Supplies, saw modest growth with month-over-month increases of 2.67%, 3.43%, and 0.93%, respectively—September saw only two of the top 10 categories, Phones & Electronics and Menswear & Underwear, experience slight declines, with GMV decreasing by 2.21% and 0.41%.

Notably, the Home Supplies category achieved the strongest growth, surging 19.91% month-over-month and climbing from 8th to 6th in the rankings. Food & Beverages and Health categories also posted significant gains, increasing by 17.62% and 14.32%, respectively. Additionally, the Collectibles category reentered the top 10 list after being absent the previous month.

The data further suggests a consumer preference for categories with moderate price points, indicating demand for affordable, everyday items on TikTok Shop.

In September, notable shifts occurred in TikTok Shop's top-selling products. Milamiamor's 15 Day Cleanse - Gut and Colon Support and Micro Ingredients' Multi Collagen Peptides, both of which consistently held top rankings, were absent from the best-seller list.

Instead, Goli Nutrition's Ashwagandha & Vitamin D Gummies secured the top two positions. CAKES body's covers, previously ranked first in August, dropped to third place, generating $2.37 million in sales.

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Vendors Spotlight

Among September's top 10 sellers, only Micro Ingredients, ranked second, and MyDepot, ranked fourth, recorded declines, with decreases of 2.85% and 15.02%, respectively, while all other leading names posted significant growth accompanied by notable shifts in rankings.

The GMV gap between the top-ranked and 10th-ranked sellers has expanded, underscored by Goli Nutrition's remarkable performance. The brand's monthly sales surged 154.03%, climbing from $3.35 million to $8.51 million, propelling it from sixth to first place.

This growth was largely driven by the strong sales of its Ashwagandha & Vitamin D Gummy, which held the top two positions on TikTok Shop USA's best-selling products list, generating a combined $7.04 million from 412,600 units sold and accounting for 82.7% of the store's revenue.

First launched on June 28, Goli's Ashwagandha & Vitamin D Gummy alone has generated $8.19 million in less than four months, reflecting the strong consumer demand for health-focused products on the platform.

Another standout performer was Wavytalk from the Beauty & Personal Care category, which retained its 5th-place position with $4.95 million in sales—a 46.88% increase from August. Unlike other shops in the category that concentrate on skincare, Wavytalk specializes in higher-priced hair brushes. Its top-selling product, launched in October of the previous year, has sold 367,200 units, generating $14.17 million in total revenue.

In addition, Halara US (Womenswear & Underwear) and Mavwicks Fragrances LLC (Daily Use at Home) saw positive growth of 29.11% and 26.84%, respectively. Halara US has held a position among the top five sellers for over six consecutive months. Mavwicks Fragrances LLC, which entered the top 10 with $3.13 million in August, continued its upward momentum, advancing from 10th to 6th place with $4.95 million in sales, primarily driven by its range of household fragrance products.

DATA SOURCE FROM TABCUT