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.

Weekly report1

What rose, what faded and what broke out, week by week.

Weekly reportCIQ-WP-2026-01

Price-led hooks and unboxings sell more per view on TikTok Shop, while the dominant demo format trails the market

Our analysis of 13,309 top-selling TikTok Shop videos across 29 categories, 3,340 analysed in depth, 25 September to 1 October 2026

Working paperv1 · 1 Oct

1.53×: Sales per view for price or deal hooks (range 1.37–1.71)
1.37×: Sales per view for unboxing videos (range 1.20–1.57)