Working papers · updated weekly
What sells on TikTok Shop
Research from our analysis of TikTok Shop: where revenue is growing and how it sells, each category in depth, which openings, formats and production choices sell, what is rising and fading, and what the season brings.
Most TikTok Shop categories grew in the last four weeks, but only four are ahead over thirteen
29 categories covered, 2 Sept to 1 Oct 2026 (revenue data as of 29 Sept 2026)
Working paperv1 · 1 Oct- 19.1%
- share of last-4-week revenue held by Beauty & Personal Care, the largest category
- 44%
- combined share of the four largest categories (Beauty & Personal Care, Womenswear & Underwear, Sports & Outdoor, Health)
- 16 of 25
- categories with higher revenue in the last 4 weeks than the 4 before
Weekly report1
What rose, what faded and what broke out, week by week.
TikTok Shop7
The marketplace across categories: where revenue grows, how it sells, prices, commission, competition and the season ahead.
Shoppable video carries about two-thirds of TikTok Shop sales, and most of it runs through affiliates
29 categories covered, latest week to 29 Sept 2026 (window 2 Sept–1 Oct 2026); no video-level sample
Working paperv1 · 1 Oct- 64.9%
- of TikTok Shop revenue came through shoppable video in the latest week
- 17.1%
- came through LIVE, with the shop tab at 18.0%
Top-selling products on TikTok Shop cluster between $20 and $100, but each category has its own price band
2,800 top-selling products across 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- $39
- revenue-weighted median price of top-selling products
- $24–$88
- price range holding the middle half of revenue
Higher affiliate commission goes with more revenue per top-selling product on TikTok Shop, but the pattern has limits
2,188 top-selling products across 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 9%
- revenue-weighted median affiliate commission across top-selling products
- 75%
- of top-product revenue comes from products paying 5–15% commission (44.0% plus 31.2%)
Newly launched products earn about a sixth of TikTok Shop top-product revenue, with large differences by category
2,800 top-selling products across 29 categories, 2 September–1 October 2026
Working paperv1 · 1 Oct- 17.2%
- of top-product revenue comes from products launched in the last 90 days
- 32.1%
- of revenue comes from products aged 1–2 years, the largest age band
Crowding on TikTok Shop varies widely by category, and so does revenue per shop
29 categories covered, 2 Sept–1 Oct 2026 (latest-week figures as of 29 Sept)
Working paperv1 · 1 Oct- 17,599
- shops in Home Supplies, the most of any category, with average revenue per shop of $1,106
- $9,495
- average revenue per shop in Furniture, the highest; Computers & Office Equipment is lowest at $956
Which TikTok Shop categories sold above a normal month around the coming US retail moments
29 categories covered, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.54×
- Pre-Owned sales in the Black Friday and holiday months last year, against a normal month
- 0.83×
- Household Appliances in the same months, the lowest of the categories shown
Deal-led openings and urgency angles sell more per view than the demo-heavy mainstream of TikTok Shop
Our analysis of 13,309 top-selling TikTok Shop videos across 29 categories, 3,340 analysed in depth, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 1.6×
- Sales per view for urgency or scarcity angles (range 1.4–1.9, 83 videos)
- 1.5×
- Sales per view for price or deal hooks (range 1.4–1.7, 193 videos)
Categories22
One category in depth: its economics and the creative that sells in it.
Phones & Electronics on TikTok Shop: a momentum rebound, high-ticket revenue and formats that sell per view
606 videos tracked, 203 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +13.4%
- revenue in the latest 4 weeks against the previous 4, after −15.9% over 13 weeks
- 5.5%
- share of all tracked marketplace revenue, ranking 6th of 28 categories
What sells in Furniture on TikTok Shop: mid-priced products, price-led openings and a softening quarter
552 videos tracked, 187 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +22% / −26%
- Furniture revenue, latest 4 weeks vs the previous 4, and latest 13 weeks vs the previous 13 (all categories: −11% over 13 weeks)
- 2.5×
- revenue per product at $35–60 against the average top product, from only 9 products
Shoes on TikTok Shop sell through video at mid-range prices in a cooling market
434 videos tracked, 183 analysed in depth, 100 top-selling products, 2 September–1 October 2026
Working paperv1 · 1 Oct- 72.5%
- of Shoes revenue came through shoppable video in the latest week, against 64.9% for the market
- 54.4%
- of top-product revenue came from the $35–60 price band, where revenue per product was 1.16× the average
Household Appliances on TikTok Shop sells high-ticket, through affiliates, while momentum cools
256 videos tracked, 181 analysed in depth, 100 top-selling products, Household Appliances, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −20.3%
- revenue in the latest four weeks against the previous four; −13.1% over 13 weeks, against −11.1% for the market
- 84.3%
- of category revenue credited to affiliate creators, with LIVE at 24.6% against 17.1% market-wide
What sells in Textiles & Soft Furnishings on TikTok Shop: higher-priced products, voice-over videos and a growing category
263 videos tracked, 174 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +37%
- category revenue, latest 4 weeks against the previous 4 (13 weeks: -7.1%, market -11.1%)
- 78.2%
- of category revenue credited to affiliate creators; 67.3% sold through shoppable video
Home Supplies on TikTok Shop: a recovering category with crowded shops, mid-priced products and bold-claim hooks that sell
785 videos tracked, 153 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +14.4%
- revenue in the latest 4 weeks against the previous 4, while the 13-week view is -7.6%
- 61%
- of latest-week revenue came through shoppable video, with 16.5% from LIVE and 22.5% from the shop tab
What sells in Health on TikTok Shop: a mid-priced, affiliate-led category with growing LIVE sales
351 videos tracked, 153 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 4th of 28
- Health's rank by revenue among tracked categories, with 6.2% of market revenue in the latest four weeks
- +9.4%
- revenue in the latest four weeks against the previous four; the 13-week change was -8.7%, against -11.1% for the market
Tools & Hardware on TikTok Shop is shrinking faster than the market, and its sales sit with higher-priced products
777 videos tracked, 149 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −15.4%
- Category revenue, latest 13 weeks vs the previous 13 (market: −11.1%)
- 67.3%
- Share of latest-week revenue from shoppable video; 11.9% LIVE, 20.8% shop tab
Fashion Accessories on TikTok Shop: a mid-sized category regaining momentum, with demos and result-first openings selling best
803 videos tracked, 143 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 5th of 28
- category rank by revenue, with 5.9% of market revenue in the latest 4 weeks
- +12.3%
- revenue in the latest 4 weeks against the previous 4 (13 weeks: -9.6%, market -11.1%)
What sells in Food & Beverages on TikTok Shop: direct claims, demos and mid-priced products
257 videos tracked, 133 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −1.7%
- change in category revenue over 13 weeks, against −11.1% for the whole market
- 66.6%
- of latest-week category revenue came through shoppable video, with 76.9% credited to affiliate creators
Automotive & Motorcycle on TikTok Shop is growing against a falling market, and sales per view barely vary by creative choice
248 videos tracked, 132 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +17.5%
- revenue in the latest 4 weeks against the previous 4, while the market's 13-week revenue fell 11.1%
- 71.6%
- of category revenue credited to affiliate creators
Menswear & Underwear on TikTok Shop: rebounding in the short run, video-led, and priced mostly at $20–60
231 videos tracked, 128 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +20.7%
- revenue in the latest 4 weeks against the previous 4 (the latest 13 weeks were -19.4% against the previous 13)
- 68.9%
- of category revenue from shoppable video, against 64.9% across the market; LIVE is 5.7% against 17.1%
Computers & Office Equipment on TikTok Shop sells at the top end, with price-led hooks and thin revenue per shop
253 videos tracked, 119 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +33%
- category revenue, latest 4 weeks against the previous 4 (13 weeks: -9.6%)
- 37.5%
- of top-product revenue from products priced $100 and over
Kitchenware on TikTok Shop is outpacing a weaker market, with sales led by affiliates and video
992 videos tracked, 105 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- +19.6%
- Kitchenware revenue, latest 4 weeks against the previous 4
- −3.2%
- 13-week change, against −11.1% for the whole market
Reviews and bold claims sell best in Luggage & Bags on TikTok Shop
Luggage & Bags: 592 videos tracked, 105 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.8×
- sales per view for review or testimonial videos (90% range 1.4–2.4×), against 0.7× for demos
- +13.8%
- revenue in the latest 4 weeks versus the previous 4, though the 13-week change is −12%
What sells in Toys & Hobbies on TikTok Shop: affordable products, demonstrations and newer launches
789 videos tracked, 101 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −25.4%
- revenue in the latest 4 weeks against the previous 4, with the category ranked 14th of 28
- 65%
- of category revenue sold through shoppable video, with 75.6% credited to affiliate creators
Pet Supplies on TikTok Shop is shrinking faster than average, and its sales sit in higher-priced products
Pet Supplies, 1 category: 279 videos tracked, 101 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −19.7%
- change in category revenue, latest 4 weeks against the previous 4
- 22 of 28
- category rank by revenue, with 1.3% of market revenue
In Home Improvement on TikTok Shop, products over $100 earn nearly half of top-product revenue while the category cools
875 videos tracked, 96 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- −19%
- Category revenue, latest 4 weeks against the previous 4 (market over 13 weeks: −11%)
- 47%
- Share of top-product revenue from products priced $100 and over (33 of 100 products)
Baby & Maternity on TikTok Shop sells through demos and high-priced products in a shrinking category
886 videos tracked, 72 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.5×
- sales per view for demo or tutorial videos (90% range 1.16–2.01), the only format with high confidence
- 78%
- of category revenue came through shoppable video, against 65% across the market
Bold-claim openings are associated with higher sales per view in Womenswear & Underwear, while format and production differences remain within noise
Our analysis of 586 top-selling Womenswear & Underwear TikTok Shop videos, 165 analysed in detail, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 1.3×
- Sales per view for bold-claim openings vs the market (90% range 1.05–1.60)
- 26%
- Share of analysed sales from bold-claim openings, the largest of any hook
In Beauty, bold claims and filmed footage sell more per view than trend hooks and slideshows
Our analysis of 1,456 top-selling Beauty & Personal Care videos on TikTok Shop, 234 analysed in depth, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 1.2×
- Sales per view for bold-claim hooks, which carry 22% of sales (range 0.99–1.48)
- 0.68×
- Sales per view for trend-or-sound hooks, the only hook clearly below average (range 0.50–0.92)
In Sports & Outdoor, price-led openings and reviews sell above average while demos carry the volume
Our analysis of 631 top-selling Sports & Outdoor videos on TikTok Shop, 174 analysed in depth, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 1.36×
- Sales per view for price-or-deal hooks vs. the market (range 1.02–1.81, 11 videos)
- 1.27×
- Sales per view for reviews and testimonials (range 1.03–1.56, 29 videos)
Creative7
One creative choice across TikTok Shop: openings, length and pacing, calls to action, audio, AI and more.
Top-selling TikTok Shop videos that prompt comments or show the orange cart sell more per view than those with no call to action
13,304 videos tracked, 3,342 analysed in depth, 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.08×
- sales per view for orange cart videos (90% range 1.04–1.12), against a market average of 1
- 58%
- of watched-video sales came from videos using the orange cart
Talking to camera sells more per view than trending sounds on TikTok Shop
13,304 videos tracked, 3,342 analysed in depth, 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.14×
- sales per view for speaking on camera (90% range 1.08–1.19), the highest of the main audio types
- 0.76×
- sales per view for trending sounds (0.70–0.81), despite 13.5% of watched-video sales
A face in the first second is associated with higher sales per view on TikTok Shop
13,304 videos tracked, 3,342 analysed in depth, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.05×
- sales per view for videos opening with a face (range 1.01–1.09), versus 0.94× without
- 1.08×
- sales per view when face, text and product all appear in the first second (range 1.02–1.14)
Ads and organic videos sell at similar rates among top TikTok Shop sellers, but the openings that work differ
13,304 videos tracked, 3,342 analysed in depth, 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 89.1%
- of sales in the sample came from videos that ran as ads
- 0.995 vs 1.042
- sales per view, ads vs organic (1 = market average); ranges overlap
Creators who show their face early sell at above-average rates on TikTok Shop
13,304 videos tracked, 3,342 analysed in depth, 29 categories, 2 Sept–1 Oct 2026
Working paperv1 · 1 Oct- 1.06×
- sales per view for videos with the creator's face in the first second (90% range 1.02–1.10)
- 0.89×
- sales per view when the creator is not on camera (90% range 0.84–0.93)
Price and bold-claim hooks sell more per view on TikTok Shop, while borrowed openers lag
Our analysis of 3,340 closely watched videos from a sample of 13,309 top-selling TikTok Shop videos across 29 categories, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 1.53×
- Sales per view for price-or-deal hooks vs the market (90% range 1.37–1.71)
- 1.28×
- Sales per view for bold-claim hooks, which carry 16% of watched-video sales
Filmed video carries TikTok Shop sales while fully AI-made video stays rare and unproven
Our analysis of 13,309 top-selling TikTok Shop videos across 29 categories, 3,340 of them watched and coded, 2 September to 1 October 2026
Working paperv1 · 1 Oct- 78%
- Share of watched-video sales from video with no visible AI
- 20%
- Share of sales from video with an AI voice-over, which sells at 0.95× per view