Picture the items for sale in the checkout line at the grocery store. You’ve got snack foods, magazines, gum, and tons of other treats. This display is designed to lure unsuspecting shoppers into making an impulse purchase—and it often works. According to research from the Journal of Retailing and Consumer Services, approximately 87% of Americans have made an impulse purchase at the grocery store. The sales philosophy here is simple: Curate a selection of products that people want and make it easy to purchase them quickly.
This logic can also create an effective selling strategy on TikTok, which boasts more than 150 million daily active users in the US alone. With so many potential customers spending time on the app, it’s no wonder retailers of all sizes use TikTok as both a marketing tool and a sales platform. Curating a selection of desirable products from hot categories and setting up an easy-to-use purchasing interface makes it easier to sell products.
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What Is TikTok Shop?
TikTok made significant changes to its in-app shopping experience with the introduction of TikTok Shop in 2023. TikTok Shop is an ecommerce solution that gives customers the ability to make purchases directly through a marketplace in the app—a game-changer for retailers. The native shopping experience eliminates the need to leave the app to buy something. In addition to the dedicated TikTok Shop marketplace, the app also launched shoppable videos that highlight featured products as users watch.
Modern skin care brand Dieux is one example of a small business taking advantage of TIkTok Shop. Dieux’s CEO and co-founder, Charlotte Palermino, says on the Shopify Masters podcast that she considers TikTok “basically free marketing.” One of her top-performing videos explains the logic behind the non-mined aluminum she uses in Dieux’s product packaging. “It's just a five-minute video about plastic and aluminum, and it's doing incredibly well because it's about storytelling,” Charlotte says.
Best TikTok products to sell
- Casual dresses
- Fragrances
- Skin care
- Hair and scalp care
- Makeup
- Beauty tools
- Sunglasses and glasses
- Electronic accessories
- Sweatshirts
- Jeans
- Bodysuits
- Headphones
- Hygiene items
- Jewelry
- Tooth treatments
- Cleaning supplies
- Water bottles
- Handy kitchen gadgets
There are more than 200,000 sellers on TikTok Shop according to data from Modern Retail. Analyzing public performance data from these shops can reveal shopping trends and help retailers identify potentially popular products. Explore some of the top product categories on TikTok according to data from TikTok’s Creative Center:
Casual dresses
Casual dresses are some of the most popular items sold on TikTok. Videos marketing dresses often feature models wearing the items. They can also demonstrate styling options or use editing to show different colors or product styles.
Fragrances
Perfumes are consistently one of the top-selling product categories on TikTok. Perfume videos or advertisements generally focus on describing the scent of the perfume or creating an enticing mood with striking visuals.
Skin care
Multiple types of skin products sell well on TikTok. Viral products include serums, essences, moisturizers, and sunscreens. Skin care videos can provide information about how the product works, skin care routine walk-throughs, or honest reviews from users.
Hair and scalp care
Scalp care is a growing ecommerce category on TikTok. This category includes scalp treatments, such as oils, and scalp brushes. Other hair care items, such as shampoo, conditioner, and hair styling products, also sell well on the app. These products may be focused on hair health, hair growth, or styling. Promotional videos related to hair care often show styling routines or before and after photos.
Makeup
Lipstick, lip gloss, foundation, and concealer are some of the top makeup products within this high-performing category. Retailers or influencers may create makeup tutorials, demonstration videos, or product reviews to promote these products.
Beauty tools
Tools are another best-selling category within the world of beauty. Products under this umbrella include items likemakeup brushes, lash extension kits, ice rollers, and nail art kits. Product demonstrations are the perfect way to promote these items.
Sunglasses and glasses
Glasses and frames are among the bestselling fashion accessories on TikTok. Eyewear video content often shows models wearing the frames or demonstrating unique design features.
Electronic accessories
TikTok is a popular place to discover trendy phone cases, screen protectors, and headphone cases. These accessories are often affordable; in March 2024, the average transaction amount in this category was $12.60.
Sweatshirts
Men's and women’s sweatshirts are both top-performing product categories. Video content for marketing sweaters could include a behind-the-scenes look at how the product is made or an outfit video that offers fresh advice on how to style an outfit.
Jeans
Jeans are both a wardrobe staple and a staple of the TikTok bestseller list. Promotional videos for jeans may hone in on a unique product feature or simply show outfits and styling examples. Women’s trousers are another top-selling product in the fashion category.
Bodysuits
Videos demonstrating the flattering effects of shapewear and bodysuits have led to impressive sales in this popular product category.
Headphones
This category includes earbuds, over-the-ear headphones, and bone-conducting headphones. Simple tutorials and user testimonials for top products are two popular video styles for marketing headphones.
Hygiene items
Personal hygiene items including soap, body wash, and deodorant are all top-sellers on TikTok. The best type of promotional content for these items depends on the nature of the product. Decorative soaps may be well-suited to how-it's-made videos while deodorants might be better represented by user testimonials that tout the product's unique benefits.
Jewelry
Necklaces and rings are both popular products within this category. Marketing videos can show close-ups of jewelry to give consumers a good look at the details or demonstrate the product’s versatility by styling fun outfits including the pieces.
Tooth treatments
Teeth whitening products including serums, toothpaste, and LED whitening systems are all popular purchases on TikTok Shop. Promotional videos for these items often include before and after photos that demonstrate the product’s effectiveness.
Cleaning supplies
#Cleantok—the hashtag dedicated to close-up cleaning videos—has had a devoted following on TikTok for years. These videos often depict items like carpets, car seats, or tiles undergoing amazing transformations from filthy to sparkling clean. #CleanTok videos can be a natural way to market cleaning supplies, a top-selling category that includes cleaning solutions as well as tools like upholstery cleaners and vacuum cleaners. The Bissell Little Green Machine is one such upholstery cleaner that has seen viral appeal on the platform.
Water bottles
The sudden rise of Stanley cups is a testament to TikTok’s power to create pop culture and shopping trends. This product’s popularity is largely credited to obsessed fans posting testimonials on the app. The ubiquitous Stanley cup is a popular product within the top-selling water bottle category.
Handy kitchen gadgets
There are many TikTok communities devoted to kitchen hacks, and products that make cooking easier and more fun tend to be popular. Sharing a product like a mini waffle maker or automatic rice washing machine can capture users’ attention and lead to impulse buys.
TikTok products FAQ
How do I find popular TikTok products?
The TikTok creator portal includes information about in-app sales. Users can search the creator portal to find data about viral TikTok products, overall bestsellers, and how much money shoppers spend.
Is it safe to buy products from TikTok?
Protect yourself from scams by researching the seller before purchasing anything on TikTok. TikTok Shop is a marketplace populated with third-party retailers. The app will remove sellers who violate the terms of service, but it may be possible for bad actors to go unnoticed for a short period.
Can you market products on TikTok?
TikTok is an essential marketing tool for retailers of all sizes. Brands can promote their products on TikTok by creating original videos. Promotional content often shows items in use or explains their benefits.
