In MediaLabs Research data on US TikTok Shop top sellers from September 2026, shoppable video carried 64.9% of revenue, affiliate creators were credited with 75.8% and brands' own accounts with 11.5%. Revenue-weighted median commission was 9%, the median price was $39, and videos over 30 days old still earned 27.6% of top-video revenue.
Each figure below is written to be quoted on its own: one sentence, one number and a link to the paper it comes from. The data are estimates from tracked US best-sellers, about 100 per category, produced by MediaLabs Research in collaboration with Coherence Limited. They are not TikTok's official figures. Where TikTok has published its own numbers, we list them separately and link TikTok's announcement.
TikTok Shop statistics at a glance
| Statistic | Figure | Source and window |
|---|---|---|
| Revenue sold through shoppable video | 64.9% | Sales channels study, latest week to Sept. 29 |
| Revenue credited to affiliate creators | 75.8% | Affiliates vs own accounts study, latest week to Oct. 2 |
| Revenue sold by brands' own accounts | 11.5% | Affiliates vs own accounts study, latest week to Oct. 2 |
| Revenue-weighted median affiliate commission | 9% | Commission study, Sept. 2–Oct. 1 |
| Revenue-weighted median price of top sellers | $39 | Price bands study, Sept. 2–Oct. 1 |
| Top-seller revenue from products launched in the last 90 days | 17.4% | New-product breakouts study, Sept. 3–Oct. 2 |
| Revenue per 1,000 views of top videos, range by category | $9.76–$31.02 | Video economics study, Sept. 3–Oct. 2 |
| Top-video revenue from videos more than 30 days old | 27.6% | Video shelf-life study, Sept. 3–Oct. 2 |
| Top-video revenue that came with paid promotion (lower bound) | 65.4% | Paid vs organic study, Sept. 3–Oct. 2 |
| Largest category's share of revenue (Beauty & Personal Care) | 18.2% | ContentIQ category data, 4 weeks to Oct. 21 |
All windows are in 2026. Source: MediaLabs Research, in collaboration with Coherence Limited. Estimates from tracked US best-sellers, not TikTok's official figures.
TikTok Shop revenue and growth by category
TikTok Shop GMV (gross merchandise value) is the value of goods sold before returns, fees and commissions. The revenue figures in this section are estimates of that sales value for the US market.
- Beauty & Personal Care was the largest US category, with 18.2% of estimated revenue in the four weeks to Oct. 21, 2026. Source: ContentIQ category data, 4 weeks to Oct. 21, 2026
- Womenswear & Underwear was second, with 13.2% of estimated revenue over the same four weeks. Source: ContentIQ category data, 4 weeks to Oct. 21, 2026
- Estimated revenue across all 29 US categories added up to $1.71 billion in the four weeks to Oct. 21, 2026. Source: ContentIQ category data, 4 weeks to Oct. 21, 2026 (sum of category estimates)
- Furniture revenue rose 27.0% week on week in the latest week to Oct. 21, the fastest of any category with more than 1% of revenue. Source: ContentIQ category data, latest week to Oct. 21, 2026
- The four largest categories held 44% of revenue in the four weeks to Sept. 29, 2026. Source: Category growth study, Sept. 2–Oct. 1, 2026
- 16 of 25 categories earned more in the last four weeks than in the four weeks before. Source: Category growth study, Sept. 2–Oct. 1, 2026
- Only 4 of 25 categories earned more over the last 13 weeks than over the 13 weeks before. Source: Category growth study, Sept. 2–Oct. 1, 2026
- Textiles & Soft Furnishings grew fastest over four weeks, at +37%. Source: Category growth study, Sept. 2–Oct. 1, 2026
- Collectibles scored highest on our opportunity map for new brands, at 83 out of 100. Source: Where to launch study, Sept. 3–Oct. 2, 2026
| Category | Est. revenue (4 weeks) | Share of revenue | Week-on-week growth | Affiliate share (latest week) | Avg. price of tracked best-sellers |
|---|---|---|---|---|---|
| Beauty & Personal Care | $310.8M | 18.2% | +7.4% | 82.0% | $28.59 |
| Womenswear & Underwear | $225.4M | 13.2% | +10.6% | 80.8% | $30.79 |
| Sports & Outdoor | $134.4M | 7.9% | +12.1% | 75.5% | $35.67 |
| Health | $104.1M | 6.1% | +9.7% | 81.4% | $24.42 |
| Fashion Accessories | $98.5M | 5.8% | +12.0% | 60.1% | $40.08 |
| Phones & Electronics | $80.1M | 4.7% | +3.3% | 74.3% | $44.38 |
| Home Supplies | $69.4M | 4.1% | -2.2% | 71.8% | $23.06 |
| Furniture | $69.2M | 4.0% | +27.0% | 71.3% | $105.15 |
| Household Appliances | $65.5M | 3.8% | +11.9% | 81.3% | $99.00 |
| Menswear & Underwear | $62.7M | 3.7% | +5.8% | 70.2% | $29.81 |
| Collectibles | $54.7M | 3.2% | +7.0% | 8.0% | $90.71 |
| Shoes | $49.6M | 2.9% | +12.0% | 79.8% | $50.19 |
| Automotive & Motorcycle | $45.6M | 2.7% | +4.7% | 73.6% | $25.09 |
| Tools & Hardware | $42.3M | 2.5% | +9.2% | 72.7% | $38.62 |
| Home Improvement | $42.0M | 2.5% | +13.1% | 65.5% | $40.08 |
| Toys & Hobbies | $36.2M | 2.1% | +5.5% | 77.0% | $22.76 |
| Food & Beverages | $35.8M | 2.1% | +9.3% | 73.9% | $17.29 |
| Kitchenware | $32.0M | 1.9% | +5.5% | 74.4% | $32.79 |
| Textiles & Soft Furnishings | $31.0M | 1.8% | +3.7% | 75.4% | $38.27 |
| Luggage & Bags | $26.0M | 1.5% | -0.2% | 70.9% | $35.81 |
| Pet Supplies | $23.2M | 1.4% | +2.9% | 78.3% | $38.44 |
| Computers & Office Equipment | $21.8M | 1.3% | -0.9% | 72.3% | $34.32 |
| Baby & Maternity | $14.8M | 0.9% | +12.7% | 85.8% | $55.38 |
| Books, Magazines & Audio | $12.8M | 0.7% | +2.8% | 66.3% | $23.46 |
| Jewelry Accessories & Derivatives | $10.5M | 0.6% | -0.7% | 21.1% | $28.16 |
| Kids' Fashion | $4.3M | 0.3% | -2.9% | 70.3% | $24.43 |
| Pre-Owned | $3.1M | 0.2% | +6.4% | 0.5% | $1,256.63 |
| Muslim Fashion | $1.9M | 0.1% | +63.0% | 57.9% | $20.75 |
| Virtual Products | $0.5M | <0.1% | +52.8% | 95.7% | $26.23 |
| All 29 categories | $1,708.4M | 100% |
Source: MediaLabs Research, in collaboration with Coherence Limited (ContentIQ category data). Revenue sums four weekly category estimates to Oct. 21, 2026; growth is week on week at the latest snapshot; affiliate share covers the latest seven days; average price is across each category's tracked best-sellers. Figures are rounded to one decimal place. Very small categories, such as Muslim Fashion and Virtual Products, swing widely from week to week.
What TikTok has reported
TikTok does not publish a regular total for US TikTok Shop sales, but it has released a few figures of its own:
- In June 2025, TikTok said US TikTok Shop sales had grown 120% compared with the same period a year earlier. Source: TikTok Newsroom, June 13, 2025
- TikTok said TikTok Shop sales exceeded $500 million over the four-day shopping period of its 2025 Black Friday and Cyber Monday weekend. Source: TikTok Newsroom, Dec. 3, 2025
- TikTok said nearly 50% more US shoppers bought something on TikTok Shop during its 2025 Black Friday and Cyber Monday campaign than in the 2024 campaign period. Source: TikTok Newsroom, Dec. 3, 2025
Sales channels: shoppable video, LIVE and the shop tab
- Shoppable video carried 64.9% of TikTok Shop revenue in the latest week to Sept. 29, 2026. Source: Sales channels study, 29 categories
- The shop tab carried 18.0% of TikTok Shop revenue in the same week. Source: Sales channels study, latest week to Sept. 29, 2026
- LIVE carried 17.1% of TikTok Shop revenue in the same week. Source: Sales channels study, latest week to Sept. 29, 2026
- Baby & Maternity sold the largest share of its revenue through video, 77.7%. Source: Sales channels study, latest week to Sept. 29, 2026
- Collectibles sold 48.9% of its revenue through LIVE and 5.8% through video. Source: Sales channels study, latest week to Sept. 29, 2026
- After Collectibles, Health had the largest LIVE share, at 25.1% of its revenue. Source: Sales channels study, latest week to Sept. 29, 2026
- Jewelry Accessories & Derivatives sold 39.8% of its revenue through the shop tab. Source: Sales channels study, latest week to Sept. 29, 2026
- TikTok said brands and creators hosted over 8 million hours of LIVE shopping sessions in the US in 2024. Source: TikTok Newsroom, June 13, 2025
- TikTok said brands and sellers hosting livestreams saw 84% sales growth in its 2025 Black Friday and Cyber Monday campaign compared with the 2024 campaign. Source: TikTok Newsroom, Dec. 3, 2025
| Category | Video | LIVE | Shop tab | Through affiliates |
|---|---|---|---|---|
| Beauty & Personal Care | 69.4% | 19.4% | 11.2% | 82.3% |
| Womenswear & Underwear | 73.8% | 13.1% | 13.1% | 81.5% |
| Health | 64.3% | 25.1% | 10.6% | 83.6% |
| Household Appliances | 62.8% | 24.6% | 12.6% | 84.3% |
| Shoes | 72.5% | 13.9% | 13.6% | 82.6% |
| Menswear & Underwear | 68.9% | 5.7% | 25.4% | 70.5% |
| Fashion Accessories | 58.2% | 12.2% | 29.6% | 63.7% |
| Home Improvement | 49.7% | 21% | 29.3% | 67.4% |
| Collectibles | 5.8% | 48.9% | 45.4% | 7.9% |
Shares of each category's estimated revenue in the latest week. Source: Sales channels study, MediaLabs Research in collaboration with Coherence Limited.
Affiliates vs brand accounts
- Affiliate creators were credited with 75.8% of TikTok Shop top-seller revenue in the latest week to Oct. 2, 2026. Source: Affiliates vs own accounts study, 2,800 products
- Brands' own accounts sold 11.5% of top-seller revenue in the same week. Source: Affiliates vs own accounts study, latest week to Oct. 2, 2026
- Affiliates accounted for roughly 6.6 times the revenue of brands' own accounts. Source: Affiliates vs own accounts study, latest week to Oct. 2, 2026
- Across 26 categories, a higher affiliate share went with a higher video share of revenue (r = 0.93). Source: Affiliates vs own accounts study, latest week to Oct. 2, 2026
- A higher own-account share went with a higher LIVE share, more loosely (r = 0.67). Source: Affiliates vs own accounts study, latest week to Oct. 2, 2026
- In the week to Sept. 29, 2026, Household Appliances had the highest affiliate share of the 25 categories reported, 84.3%. Source: Sales channels study, latest week to Sept. 29, 2026
- In the same week, Collectibles had the lowest affiliate share of the 25 categories reported, 7.9%. Source: Sales channels study, latest week to Sept. 29, 2026
These figures show where revenue is credited, not proof that adding affiliates raises sales. For what the split means for how a brand organizes creators, see our creator commerce statistics.
Affiliate commission rates
- The revenue-weighted median affiliate commission on top-selling TikTok Shop products was 9%. Source: Commission study, 2,188 products, Sept. 2–Oct. 1, 2026
- Products paying 5–15% commission earned 75% of top-product revenue. Source: Commission study, Sept. 2–Oct. 1, 2026
- Products paying 20–30% commission earned 1.52 times the revenue of the average top-selling product. Source: Commission study, Sept. 2–Oct. 1, 2026
- At 10–15% commission, 85.2% of product revenue came through video, against 67.3% for products under 5%. Source: Commission study, Sept. 2–Oct. 1, 2026
- Health had the highest category median commission, 20%, and Fashion Accessories the lowest, 4%. Source: Commission study, Sept. 2–Oct. 1, 2026
- The top 10 products in each category, taken together, listed a revenue-weighted median commission of 9%, against 10% for ranks 11–25. Source: Top-seller commission study, Sept. 3–Oct. 2, 2026
- 20.4% of top-10 products were listed at 0% commission. Source: Top-seller commission study, Sept. 3–Oct. 2, 2026
- The top 10 paid a higher median commission than ranks 11–100 in 12 of 28 categories and a lower one in 9. Source: Top-seller commission study, Sept. 3–Oct. 2, 2026
| Commission band | Products | Share of revenue | Revenue per product vs average | Revenue through video |
|---|---|---|---|---|
| Under 5% | 203 | 7.9% | 0.85× | 67.3% |
| 5–10% | 1,052 | 44.0% | 0.91× | 80.5% |
| 10–15% | 643 | 31.2% | 1.06× | 85.2% |
| 15–20% | 197 | 10.7% | 1.19× | 83.9% |
| 20–30% | 89 | 6.2% | 1.52× | 77.4% |
| 30% and over | 4 | 0.1% | 0.72× | 70.1% |
1.00× is the average top-selling product. The 30%-and-over band has only four products and should not be read. Listed rates are not necessarily rates paid. Source: Commission study.
Commission sits on top of TikTok's referral fee and fulfillment costs; our TikTok Shop fees guide models the full stack, and how creators get paid on TikTok Shop covers the creator side. Our earlier TikTok Shop benchmarks 2026 report has commission norms by vertical from managed programs.
Price bands
- The revenue-weighted median price of top-selling TikTok Shop products was $39. Source: Price bands study, 2,800 products, Sept. 2–Oct. 1, 2026
- The middle half of top-product revenue sat between $24 and $88. Source: Price bands study, Sept. 2–Oct. 1, 2026
- Products priced from $20 to $100 earned 62.8% of top-product revenue. Source: Price bands study, Sept. 2–Oct. 1, 2026
- Products in the $20–35 band earned 1.14 times the revenue of the average top-selling product. Source: Price bands study, Sept. 2–Oct. 1, 2026
- Products under $10 earned 0.66 times the average. Source: Price bands study, Sept. 2–Oct. 1, 2026
- Category median prices ranged from $23 in Jewelry Accessories & Derivatives to $160 in Collectibles. Source: Price bands study, Sept. 2–Oct. 1, 2026
| Price band | Products | Share of revenue | Revenue per product vs average |
|---|---|---|---|
| Under $10 | 100 | 2.4% | 0.66× |
| $10–20 | 492 | 14.2% | 0.81× |
| $20–35 | 657 | 26.8% | 1.14× |
| $35–60 | 554 | 21.8% | 1.10× |
| $60–100 | 366 | 14.2% | 1.09× |
| $100 and over | 631 | 20.6% | 0.91× |
1.00× is the average top-selling product. Source: Price bands study.
New products
- Products launched in the last 90 days earned 17.4% of TikTok Shop top-seller revenue. Source: New-product breakouts study, 2,800 products, Sept. 3–Oct. 2, 2026
- Each new product earned 0.84 times the revenue of the average top-selling product. Source: New-product breakouts study, Sept. 3–Oct. 2, 2026
- New products held 59 of the 280 places in categories' top 10s. Source: New-product breakouts study, Sept. 3–Oct. 2, 2026
- 49.7% of new products were listed at zero commission, against 12.1% of products launched over a year ago. Source: New-product breakouts study, Sept. 3–Oct. 2, 2026
- New products took 55.3% of top-product revenue in Collectibles and 3.8% in Health. Source: New-product breakouts study, Sept. 3–Oct. 2, 2026
- In six categories, including Health and Tools & Hardware, no new product held a top-10 place. Source: New-product breakouts study, Sept. 3–Oct. 2, 2026
- Products aged one to two years earned the largest share of top-product revenue of any age band, 32.1%. Source: New products study, Sept. 2–Oct. 1, 2026
| Launched | Products | Share of revenue | Revenue per product vs average | Median price | Sold on LIVE | Top-10 places |
|---|---|---|---|---|---|---|
| In the last 90 days | 583 | 17.4% | 0.84× | $60 | 25.6% | 59 |
| 90 days to a year ago | 1,064 | 37.3% | 0.98× | $39 | 17% | 107 |
| Over a year ago | 1,153 | 45.3% | 1.10× | $36 | 16.1% | 114 |
Prices are revenue-weighted medians. The market-level new products study, with a window one day earlier, puts the 90-day share at 17.2%. Source: New-product breakouts study.
Video economics and shelf life
- Revenue per 1,000 views of top-selling videos ranged from $9.76 in Automotive & Motorcycle to $31.02 in Household Appliances. Source: Video economics study, 16,541 videos, Sept. 3–Oct. 2, 2026
- The median top-selling video earned between $885 a week in Jewelry Accessories & Derivatives and $15,064 in Womenswear & Underwear. Source: Video economics study, Sept. 3–Oct. 2, 2026
- The top 10% of video-weeks took between 24.6% and 44% of category revenue. Source: Video economics study, Sept. 3–Oct. 2, 2026
- Videos more than 30 days old brought in 27.6% of top-video revenue. Source: Video shelf-life study, 14,200 videos, Sept. 3–Oct. 2, 2026
- Videos more than 90 days old brought in 13.3% of top-video revenue. Source: Video shelf-life study, Sept. 3–Oct. 2, 2026
- The revenue-weighted median age of a selling top video was 11 days. Source: Video shelf-life study, Sept. 3–Oct. 2, 2026
- Videos under two weeks old earned 56% of top-video revenue. Source: Video shelf-life study, Sept. 3–Oct. 2, 2026
- Revenue-weighted median video age ranged from 8 days in Menswear & Underwear to 28 days in Jewelry Accessories & Derivatives. Source: Video shelf-life study, Sept. 3–Oct. 2, 2026
| Category | Median weekly revenue | Revenue per 1,000 views | Top 10% of video-weeks' share |
|---|---|---|---|
| Household Appliances | $7.6K | $31.02 | 40.8% |
| Shoes | $5K | $26.20 | 33.2% |
| Furniture | $3.7K | $25.43 | 35.7% |
| Health | $3.7K | $20.93 | 35.6% |
| Womenswear & Underwear | $15.1K | $19.47 | 24.8% |
| Sports & Outdoor | $7.2K | $18.57 | 31.3% |
| Tools & Hardware | $3.1K | $17.96 | 34.3% |
| Textiles & Soft Furnishings | $6.2K | $16.97 | 38.8% |
| Beauty & Personal Care | $9K | $16.33 | 36% |
| Fashion Accessories | $2.5K | $14.38 | 30.9% |
| Phones & Electronics | $5.1K | $12.27 | 32.4% |
| Home Supplies | $3.8K | $12.22 | 37.7% |
| Toys & Hobbies | $2K | $11.05 | 44% |
| Menswear & Underwear | $7.2K | $10.74 | 24.6% |
| Automotive & Motorcycle | $2.4K | $9.76 | 36.6% |
A video-week is one video's estimated sales in one week it ranked among the top sellers. Source: Video economics study.
| Published | Share of revenue | Revenue per 1,000 views | Median weekly revenue | Paid share of revenue |
|---|---|---|---|---|
| Under a week | 22.5% | $14.57 | $2.7K | 65.2% |
| 1–2 weeks | 33.5% | $14.62 | $3.5K | 65.4% |
| 2–4 weeks | 16.4% | $15.33 | $4.3K | 68.4% |
| 1–3 months | 14.3% | $17.80 | $2.7K | 66.2% |
| Over 3 months | 13.3% | $22.99 | $2.4K | 61.4% |
Older videos in the sample are survivors that still rank among top sellers, so their higher revenue per view does not mean a typical video gains with age. Paid shares are lower bounds. Source: Video shelf-life study.
Paid vs organic
- At least 65.4% of top-video revenue on TikTok Shop came with paid promotion. Source: Paid vs organic study, 14,200 videos, Sept. 3–Oct. 2, 2026
- At least 15.5% of top-video views came with paid promotion. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- Paid video-weeks reported a median return on ad spend of 2.42. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- 25.4% of paid video-weeks reported a return on ad spend under 2. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- Organic winners earned $16.58 per 1,000 views, against $15.51 for paid-led winners. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- Median weekly revenue was $3,653 for paid-led winners and $1,825 for organic winners. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- Organic winners drew 3.9 times the likes per view of paid-led winners. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
- The paid share of revenue ranged from 49.3% in Food & Beverages to 71.7% in Household Appliances. Source: Paid vs organic study, Sept. 3–Oct. 2, 2026
| Paid share of the video's revenue | Video-weeks | Share of revenue | Revenue per 1,000 views | Median weekly revenue | Median ROAS |
|---|---|---|---|---|---|
| Organic (under 10% paid) | 5,602 | 12.9% | $16.58 | $1.8K | |
| Mixed (10–50%) | 1,590 | 4.7% | $15.02 | $2.3K | 2.36 |
| Mostly paid (50–80%) | 5,362 | 21.7% | $16.93 | $3.3K | 2.47 |
| Paid-led (80% or more) | 14,631 | 60.7% | $15.51 | $3.7K | 2.41 |
Paid shares are reported per video and capped at 80%, and 53.8% of video-weeks sit at that cap, so paid shares are lower bounds. ROAS is estimated revenue per ad dollar, not profit. Source: Paid vs organic study.
Sellers choose which videos to promote, so these figures cannot show what ads add on their own. Our GMV Max guide explains how TikTok attributes Shop ad revenue.
Creative: hooks, faces and calls to action
Sales per view compares a group of videos' revenue per view with the market's, so 1.00× is the market average. An AI analyst watched each video and recorded its hook, format and call to action without seeing how it sold.
- Price-or-deal hooks sold at 1.53 times the market's sales per view. Source: Openings study, 3,340 videos analyzed, Sept. 2–Oct. 1, 2026
- Bold-claim hooks sold at 1.28 times the market's sales per view and carried 16% of watched-video sales. Source: Openings study, Sept. 2–Oct. 1, 2026
- Hooks that went straight into the product demo sold at 0.89 times the market's sales per view. Source: Openings study, Sept. 2–Oct. 1, 2026
- Opening footage filmed for the video, rather than borrowed or stock clips, carried 89% of watched-video sales. Source: Openings study, Sept. 2–Oct. 1, 2026
- Hooks built on borrowed TV, film, news or viral clips sold at 0.76 times the market's sales per view. Source: Openings study, Sept. 2–Oct. 1, 2026
- Demo or tutorial, the most common format, carried 34% of watched-video sales at 0.92 times the market's sales per view. Source: Openings study, Sept. 2–Oct. 1, 2026
- Videos with the creator's face in the first second carried 57.6% of watched-video sales. Source: Creator on camera study, 3,342 videos analyzed, Sept. 2–Oct. 1, 2026
- Videos without the creator on camera sold at 0.89 times the market's sales per view. Source: Creator on camera study, Sept. 2–Oct. 1, 2026
- Videos using the orange cart carried 58% of watched-video sales. Source: Calls to action study, 3,342 videos analyzed, Sept. 2–Oct. 1, 2026
- Videos with no call to action sold at 0.90 times the market's sales per view. Source: Calls to action study, Sept. 2–Oct. 1, 2026
| Creative choice | Videos | Sales per view | 90% range | Source |
|---|---|---|---|---|
| Hook: price or deal | 193 | 1.53× | 1.37–1.71 | Openings |
| Hook: bold claim | 478 | 1.28× | 1.20–1.37 | Openings |
| Hook: question | 184 | 1.27× | 1.13–1.43 | Openings |
| Hook: straight into the demo | 242 | 0.89× | 0.80–0.98 | Openings |
| Format: demo or tutorial | 1,183 | 0.92× | 0.88–0.96 | Openings |
| Face in the first second | 1,560 | 1.06× | 1.02–1.10 | Creator on camera |
| Creator not on camera | 944 | 0.89× | 0.84–0.93 | Creator on camera |
| Call to action: orange cart | 1,782 | 1.08× | 1.04–1.12 | Calls to action |
| No call to action | 1,137 | 0.90× | 0.85–0.94 | Calls to action |
| Call to action: comment prompt | 45 | 1.39× | 1.14–1.70 | Calls to action |
Small groups, such as the 45 comment-prompt videos, are pulled toward the average and have wide ranges. These are associations among top sellers, not effects of the creative choice.
Competition
- Home Supplies had the most shops of any category, 17,599, in the latest week to Sept. 29, 2026. Source: Competition study, 29 categories
- Furniture had the highest average revenue per shop, $9,495 in the latest week. Source: Competition study, latest week to Sept. 29, 2026
- Computers & Office Equipment had the lowest average revenue per shop, $956. Source: Competition study, latest week to Sept. 29, 2026
- Beauty & Personal Care averaged $5,068 per shop despite having 15,614 shops. Source: Competition study, latest week to Sept. 29, 2026
- The ten biggest products took 43.3% of top-product revenue in Textiles & Soft Furnishings, the most concentrated category. Source: Competition study, latest week to Sept. 29, 2026
- The ten biggest products took 19.1% of top-product revenue in Fashion Accessories, the least concentrated category. Source: Competition study, latest week to Sept. 29, 2026
| Category | Shops | Revenue per shop | Top 10 products' share |
|---|---|---|---|
| Home Supplies | 17,599 | $1.1K | 30.9% |
| Beauty & Personal Care | 15,614 | $5.1K | 29.3% |
| Womenswear & Underwear | 13,756 | $5.2K | 23.1% |
| Fashion Accessories | 12,680 | $1.8K | 19.1% |
| Sports & Outdoor | 12,564 | $2.5K | 30% |
| Phones & Electronics | 8,631 | $2.5K | 30.1% |
| Menswear & Underwear | 7,456 | $2.6K | 24.6% |
| Automotive & Motorcycle | 7,070 | $1.5K | 31.9% |
| Home Improvement | 5,591 | $1.9K | 33.2% |
| Tools & Hardware | 4,829 | $2.2K | 31.6% |
| Health | 3,688 | $6.2K | 26.7% |
| Collectibles | 3,423 | $2.9K | 30.8% |
| Shoes | 3,394 | $5K | 28.8% |
| Household Appliances | 2,810 | $4.5K | 38.9% |
| Furniture | 1,847 | $9.5K | 38% |
Revenue per shop is the category's estimated revenue in the latest week divided across its shops; the top-10 share is among each category's tracked best-sellers. Source: Competition study.
How these numbers were measured
The figures come from MediaLabs Research, in collaboration with Coherence Limited, using its ContentIQ data. Daily rankings of top-selling US TikTok Shop products and videos are collected from several independent commercial data sources and merged; where sources overlap, their sales estimates are cross-checked and large disagreements flagged.
Product figures cover the best-sellers tracked in each category, about 100 per category (2,800 products across 29 categories in the September papers). Video figures cover 13,304 to 16,541 top-selling videos, of which 3,340 to 3,895 were watched by an AI analyst that recorded hooks, formats and calls to action without seeing sales. Most papers cover Sept. 2–Oct. 2, 2026, channel and affiliate splits describe a single week, and the category table uses four weekly snapshots to Oct. 21, 2026.
Every revenue, view and sales figure is an estimate, not a number reported by TikTok. The results are observational associations among top sellers: they describe what winning products and videos look like, not what any one product or video will earn, and short windows can carry seasonal effects. Paid shares are capped at 80% per video, so they are lower bounds, and return on ad spend is revenue per ad dollar, not profit. Where two papers give slightly different values for the same measure, such as 17.4% and 17.2% for new-product revenue, their windows differ.
Full methods and limitations for each paper are on MediaLabs Research. For portfolio benchmarks from managed programs, including return rates, AOV, conversion and GMV Max ROI by vertical, see TikTok Shop benchmarks 2026; we do not repeat them here. To cite a figure, link the paper it comes from and credit MediaLabs Research, in collaboration with Coherence Limited.
Frequently asked questions
How much revenue does TikTok Shop make?
TikTok does not publish a regular total for US TikTok Shop sales. In June 2025 it said US sales had grown 120% on the same period a year earlier, and it said sales exceeded $500 million over its 2025 Black Friday and Cyber Monday weekend. MediaLabs Research estimates put US category revenue at $1.71 billion in the four weeks to Oct. 21, 2026; that is a third-party estimate, not an official figure.
What sells best on TikTok Shop?
Beauty & Personal Care is the largest category, with 18.2% of estimated US revenue in the four weeks to Oct. 21, 2026, followed by Womenswear & Underwear at 13.2%. By price, 62.8% of top-product revenue came from products priced from $20 to $100, and the revenue-weighted median price was $39.
What percentage of TikTok Shop sales come from affiliates?
In the latest week to Oct. 2, 2026, affiliate creators were credited with 75.8% of revenue among tracked top sellers and brands' own accounts with 11.5%. In the week to Sept. 29, the share ranged by category from 7.9% in Collectibles to 84.3% in Household Appliances.
What is the average affiliate commission on TikTok Shop?
The revenue-weighted median listed commission on top-selling products was 9% from Sept. 2 to Oct. 1, 2026, and products paying 5–15% earned 75% of top-product revenue. Category medians ranged from 4% in Fashion Accessories to 20% in Health.
How long does a TikTok Shop video keep selling?
Most revenue comes early: the revenue-weighted median age of a selling top video was 11 days. Videos more than 30 days old still brought in 27.6% of top-video revenue, and videos more than 90 days old 13.3%, from Sept. 3 to Oct. 2, 2026.
Want these numbers applied to your shop?
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