TikTok Shop U.S. June Rankings: Monthly GMV Nears $500 Million, Textiles and Soft Home Furnishings Make Their Debut, Men's Apparel GMV Grows Over 70%

The U.S. market has the highest number of TikTok users. As of 2024, there are 170 million active users in the U.S., nearly half of the country's population. Despite potential bans, the U.S. site's GMV (Gross Merchandise Value) continues to rise. ByteDance has paused e-commerce expansion in multiple markets, including Europe and Latin America, to focus on the U.S. market. According to EchoTik's data insights, TikTok Shop U.S. achieved a cumulative GMV of over $4 billion in June.

 

Increased Subsidies and Resource Support for TikTok Shop U.S.

 

Since June 2024, TikTok Shop has rolled out several seller support policies, offering direct subsidies and resource allocations to help sellers prepare for the peak sales season in the second half of the year.

 

Starting in early June, TikTok Shop introduced the "Billion Dollar Club" initiative for cross-border self-operated sellers on the U.S. site, offering five operational benefits. By early July, they launched the "New Merchant Launch Plan," expanding cross-border self-operated mode recruitment and lowering entry barriers. This initiative targets merchants from mainland China and Hong Kong with operational experience on platforms like Amazon, eBay, Walmart, or independent sites, and removes the previous GMV requirement of $2 million in annual sales.

 

The cross-border peak season strategy for TikTok Shop U.S. will focus on three main areas to help sellers achieve a threefold GMV growth target during the traditional peak sales season. These strategies include influencer marketing, self-produced content, and livestreaming, along with support for promotions and best-selling product incubation.

 

EchoTik data reveals significant growth from these support plans and operational benefits. During the mid-year promotion ending on July 11, several platform records were broken. Besides these policies, the recently announced cross-border peak season strategy for TikTok Shop U.S. offers clear growth guidance and builds momentum for the upcoming peak season.

 

TikTok Shop U.S. Overall Data Analysis

 

June's GMV reached $496 million, showing a 2.27% month-over-month increase.

 

In terms of categories, the top 15 best-selling categories in June remained largely consistent with the past two months. The personal care and beauty category held the top spot, with a nearly 28% increase in sales from the previous month. Women's apparel grew by 52%, overtaking the health category to rank second. The health category saw a slight decline, ranking third, making it the only category in the top 15 to experience a month-over-month sales decrease.

 

Men's apparel grew by 76% month-over-month, rising three spots to rank ninth. Home goods, food and beverages, and automotive categories saw sales increases but dropped one position each.

 

Textiles and soft home furnishings made their debut on the list, ranking fifteenth with sales between $7.5 million and $8 million. Several home-related categories also appeared, including home appliances, home goods, kitchen utensils, and furniture.

 

From June 2024 to the official launch in September 2023, TikTok Shop U.S. saw home goods, health, home appliances, textiles, and soft home furnishings categories grow over 100 times in sales. Large furniture grew over 560 times, and health nearly 300 times.

 

Among the top 20 best-selling small shops, seven were in the health category, four in personal care and beauty, three in women's apparel, two in home appliances, and one each in furniture and tools/hardware.

 

Micro Ingredients maintained the top spot for the second consecutive month. Voweek, primarily selling home appliances like electric mops, ranked second with $6-7 million in sales.

 

Compared to May, seven new shops made the list in June: The Ordinary Store (5th, beauty and personal care), Snap Supplements (6th, health), Fitnessathome (7th, sports and outdoor), vevor store (10th, tools and hardware), Anua Store US (13th, beauty and personal care), CANVAS BEAUTY BRAND (14th, beauty and personal care), and Pacsun (15th, women's apparel). The vevor store, a major Chinese home industrial products seller, saw significant success with items like garden irrigation hoses on TikTok U.S., achieving a GMV of nearly $600,000 in 30 days.

 

All top 20 small shops in May were local sellers, indicating that localized operations are crucial for success on the U.S. site.

 

Top 5 Best-Selling Categories

 

Beauty and Personal Care:

The top 10 best-selling small shops in this category were all local. The Ordinary Store jumped from seventh to first place in June. Anua Store US and CANVAS BEAUTY BRAND, both new entrants, ranked second and third. Tarte Cosmetics, first in May, dropped to tenth. This category sees significant monthly changes driven by multiple best-selling products.

 

Women's Apparel:

This category ranked second overall in June. OQQ replaced FeelinGirl LLC as the top small shop, with FeelinGirl LLC dropping to third. OQQFitness saw a threefold increase in sales. New top shops included CAKES body (5th), shopshapellx (6th), chicme (7th), and Cali Curves Fajas (9th). Popular items included sleeveless dresses, shapewear, invisible bras, and waist trainers.

 

Health:

Despite a slight decline, the health category ranked third. Two new small shops made the top 10: NIWEDAH (9th) and Kiala Nutrition (10th).

 

Sports and Outdoor:

This category remained fourth. Two fully managed shops, NcmRyu (7th) and NEWB SPORTS (10th), joined the top 10. Halara US and Fitnessathome retained the top two spots, with popular items being women's sportswear (tops, sports bras, tennis skirts, yoga pants).

 

Home Appliances:

This category stayed in the top 5. Popular items diversified from last month, including cleaning tools (automatic mops, vacuum cleaners) and kitchen appliances (ice makers). Voweek, primarily selling mops, ranked first. COWSAR and ecozy ice maker, focusing on ice makers, saw rapid sales increases. New top shops included Dreo US (6th) and Dezkly (8th).

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