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.
TikTok Shop8
The marketplace across categories: where revenue grows, how it sells, prices, commission, competition and the season ahead.
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)
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)