Gross margin 350%! Puzzle board made close to 10,000 sales on TikTok US! | EchoTik Product Insight

 TikTok Shop US e-commerce data weekly (02/19-02/25)

· Total GMV in the last week reached $88 million, a 28% increase from the previous week, with a daily average of $12.6 million orders. Due to promotions such as President's Day, both sales and GMV on TikTok US saw growth；

· The GMV Top 5 categories of last week, in order, were: Beauty & Personal Care, Collectibles, Womenswear, Phones & Electronics, Sports & Outdoors, and Health;

· Collectibles category made in the Top 2 for two consecutive weeks, mainly contributed by high-priced collectible cards and toys.

Puzzle games have always been a globally beloved type of brain game. Recently, EchoTik data revealed that a puzzle board with drawers and rotation capability has made impressive GMV over the past week.

 

According to the product description, traditional puzzle boards have several flaws: they are easy to lose pieces, unstable, cannot rotate, are vulnerable to external forces, and make a desk look messy after play. However, this puzzle board comes with drawers and can be freely rotated. Players can unfold the board when they want to start the game; the fitting grooves prevent puzzle pieces from scattering, and when not in use, a soft pad can be placed over it to avoid damage from pets or other external factors. The built-in drawers help players store unfinished puzzle boards. Once completed, the puzzle can be displayed in the home like a picture frame.

Data shows that this puzzle table has over 8,800 sales, with a unit price close to $70, estimating a GMV of around $497,000! In the last 30 days, there have been over 6,400 orders, averaging over 200 orders per day.

Searching for a similar puzzle board on 1688, the unit price of similar products ranges from 70 to 200 RMB, with a gross margin of over 350%! Some tables also include foldable legs and stands, enhancing the functionality of the puzzle table, and worth trying for new sellers.

This product is mainly marketed through short video influencers. With 66 videos produced, it generated 21 million views, and a GPM (Gross Merchandise Value per thousand views) of $16.

 

The influencers’ fan base ranges from tens of thousands to hundreds of thousands, primarily mid-tier and bottom-tier influencers, mainly females. We also found several influencer accounts with only dozens of followers each, possibly bulk-started accounts, still generated good conversion rates for the videos promoting this product.

Influencer @luckylittlepennycrafts is a DIY enthusiast who often shares videos of their DIY crafts and gifts on TikTok, with 172,000 followers who share similar interests. The two promotional videos she made for this puzzle board received 73 million exposures for one and 58 million for the other, respectively, with an estimated over 2,000 sales, totaling an estimated GMV of nearly $165,000!

The video-making and editing techniques are straightforward. In an 18-second video, the influencer demonstrated the use of the puzzle table, triggering a lot of interactions. Many followers commented that they wanted to order customized larger puzzle sizes, such as 6,000-piece puzzles. Therefore, developing puzzle boards in different sizes could also be a differentiated choice for cross-border sellers.