Short answer: Sell where demand is growing, shops are not yet crowded and your price fits the category. In the four weeks to October 21, 2026, Beauty & Personal Care took 18.2% of estimated US TikTok Shop revenue across 16,116 shops, while Furniture, Household Appliances, Shoes and Baby & Maternity grew over four and 13 weeks with fewer shops.
How to read these numbers
Every category figure here comes from MediaLabs Research, in collaboration with Coherence Limited, and is an estimate for US TikTok Shop. Revenue share and the four-week change cover the four weekly snapshots to October 21, 2026, against the four before; the 13-week change compares the latest 13 weeks with the 13 before. Shops, revenue per shop and the channel split are for the week to October 19. Prices, commission and new launches come from the tracked best-sellers in each category (100 or more per category). They are estimates and associations, not TikTok’s official figures.
TikTok Shop categories ranked by revenue, growth and crowding
Table 1 ranks all 29 categories by share of revenue and sorts each into one of four groups. Growing means revenue rose over both four and 13 weeks; rebounding means it rose over four weeks but fell over 13; shrinking means it fell over both. Crowded means more than 10,000 shops sold in the category in the latest week. Category names link to the research paper on that category where one is published.
| Category | Share of revenue | 4-week change | 13-week change | Shops selling | Revenue per shop (week) | Group |
|---|---|---|---|---|---|---|
| Beauty & Personal Care | 18.2% | +7.38% | +0.18% | 16,116 | $6,011 | Growing, crowded |
| Womenswear & Underwear | 13.2% | +10.59% | +3.31% | 14,129 | $5,779 | Growing, crowded |
| Sports & Outdoor | 7.9% | +12.08% | +2.89% | 12,965 | $2,607 | Growing, crowded |
| Health | 6.1% | +9.65% | −0.25% | 3,746 | $6,507 | Rebounding |
| Fashion Accessories | 5.8% | +12.00% | +0.90% | 12,941 | $2,209 | Growing, crowded |
| Phones & Electronics | 4.7% | +3.28% | −5.33% | 8,923 | $2,731 | Rebounding |
| Home Supplies | 4.1% | −2.24% | −6.58% | 18,519 | $1,275 | Shrinking |
| Furniture | 4.0% | +26.97% | +5.82% | 1,912 | $9,588 | Growing, less crowded |
| Household Appliances | 3.8% | +11.93% | +4.62% | 2,842 | $5,267 | Growing, less crowded |
| Menswear & Underwear | 3.7% | +5.78% | +0.67% | 7,746 | $3,024 | Growing, less crowded |
| Collectibles | 3.2% | +7.02% | −0.56% | 3,651 | $3,336 | Rebounding |
| Shoes | 2.9% | +11.98% | +1.68% | 3,504 | $5,765 | Growing, less crowded |
| Automotive & Motorcycle | 2.7% | +4.68% | −5.15% | 7,320 | $1,860 | Rebounding |
| Tools & Hardware | 2.5% | +9.16% | +2.55% | 4,939 | $2,598 | Growing, less crowded |
| Home Improvement | 2.5% | +13.05% | +0.08% | 5,721 | $2,086 | Growing, less crowded |
| Toys & Hobbies | 2.1% | +5.51% | −27.13% | 8,211 | $1,614 | Rebounding |
| Food & Beverages | 2.1% | +9.33% | −1.71% | 3,518 | $2,528 | Rebounding |
| Kitchenware | 1.9% | +5.45% | −11.04% | 7,156 | $1,199 | Rebounding |
| Textiles & Soft Furnishings | 1.8% | +3.74% | −1.68% | 4,742 | $2,365 | Rebounding |
| Luggage & Bags | 1.5% | −0.24% | −4.15% | 3,877 | $1,867 | Shrinking |
| Pet Supplies | 1.4% | +2.92% | +0.64% | 4,509 | $1,568 | Growing, less crowded |
| Computers & Office Equipment | 1.3% | −0.91% | −11.50% | 6,470 | $1,146 | Shrinking |
| Baby & Maternity | 0.9% | +12.71% | +7.25% | 1,589 | $2,904 | Growing, less crowded |
| Books, Magazines & Audio | 0.7% | +2.80% | −4.97% | 2,241 | $1,417 | Rebounding |
| Jewelry Accessories & Derivatives | 0.6% | −0.65% | −2.23% | 1,312 | $5,118 | Shrinking |
| Kids’ Fashion | 0.3% | −2.91% | −12.46% | 1,104 | $2,119 | Shrinking |
| Pre-Owned | 0.2% | +6.43% | +70.12% | 81 | $6,928 | Growing, less crowded |
| Muslim Fashion | 0.1% | +62.98% | +24.39% | 456 | $630 | Growing, less crowded |
| Virtual Products | 0.0% | +52.76% | +52.76% | 12 | $44,046 | Growing, less crowded |
Source: MediaLabs Research category data, latest snapshot October 21, 2026. Shops and revenue per shop are for the seven days to October 19. Seven 13-week changes are within ±1% and are effectively flat: Beauty & Personal Care, Health, Fashion Accessories, Menswear & Underwear, Collectibles, Home Improvement and Pet Supplies.
Across the market, 24 of 29 categories had more revenue in the latest four weeks than in the four before, but only 15 were ahead over 13 weeks. The four largest categories took 45.3% of revenue between them. Size and crowding do not move together: Beauty & Personal Care has 16,116 shops and still earns $6,011 per shop in a week, while Home Supplies, with the most shops (18,519), earns $1,275 per shop.
Where there is room: the four groups
Below is a short take on every category. Findings attributed to a category paper come from that paper’s window, September 2 to October 1, 2026 (Books, Magazines & Audio: September 3 to October 2). Where MediaLabs runs a dedicated program for a category, we link it; MediaLabs is an agency, so treat those links as our services, not as research.
Growing and less crowded
- Furniture grew 26.97% over four weeks and 5.82% over 13, and earns $9,588 per shop across 1,912 shops, the most per shop of any category above 1% of revenue. The catch: only 8 of 173 tracked best-sellers are new launches, so incumbents hold demand. The Furniture paper found price-or-deal openings at 1.5× the market’s sales per view, from 12 videos. Program: home and lifestyle brands.
- Household Appliances (+11.93% and +4.62%) earns $5,267 per shop across 2,842 shops at an average tracked price of $99.00, and 81.3% of revenue is credited to affiliates. Its category paper found 60.5% of top-product revenue came from products priced at $100 and over.
- Shoes (+11.98% and +1.68%) earns $5,765 per shop across 3,504 shops, with 72.2% of revenue through video. In the Shoes paper, the $35–60 band held 54.4% of top-product revenue.
- Menswear & Underwear (+5.78%, flat over 13 weeks) has 7,746 shops at $3,024 each, and LIVE carries only 4.7% of revenue. The Menswear paper found talking-head videos at 1.5× sales per view. Program: fashion and apparel brands.
- Tools & Hardware (+9.16% and +2.55%) sits at the median revenue per shop, $2,598, across 4,939 shops, with a median commission of 5%. Its paper found no hook or format that clearly beat the market.
- Home Improvement (+13.05%, flat over 13 weeks) sells 30.2% of revenue through the shop tab. In its category paper, products at $100 and over earned 47% of top-product revenue.
- Pet Supplies (+2.92%, flat over 13 weeks) has 4,509 shops at $1,568 each and sells 72.7% through video. The Pet Supplies paper found items at $100 and over earned 1.45× the average product. Program: pet brands.
- Baby & Maternity (+12.71% and +7.25%) has the strongest 13-week growth of any category above 0.5% of revenue, only 1,589 shops and the highest affiliate share of any category above 0.5% of revenue, 85.8%. Its paper found demo videos at 1.5× sales per view.
- Pre-Owned, Muslim Fashion and Virtual Products also grew on both views, but each holds less than 0.2% of revenue, so their percentages swing on a small base. Pre-Owned sells 84.1% through the shop tab at an average tracked price of $1,256.63.
Growing but crowded
- Beauty & Personal Care is the largest category (18.2% of revenue, +7.38% over four weeks, flat over 13) with a median commission of 13%. The Beauty paper found bold-claim hooks at 1.2× sales per view and trend-or-sound hooks at 0.68×. Hair care and oral care sell in this category too. Programs: beauty, hair care and dental brands.
- Womenswear & Underwear (13.2%, +10.59% and +3.31%) earns $5,779 per shop despite 14,129 shops. The Womenswear paper found bold-claim openings at 1.3× sales per view.
- Sports & Outdoor (7.9%, +12.08% and +2.89%) earns $2,607 per shop across 12,965 shops. Its paper found price-or-deal hooks at 1.36× and reviews at 1.27×. Program: fitness and athleisure brands.
- Fashion Accessories (5.8%, +12.00%, flat over 13 weeks) sells 33.2% through the shop tab and has a median commission of just 3%. The paper found result-first openings at 1.33× sales per view.
Rebounding after a weaker quarter
- Health (6.1%, +9.65%, flat over 13 weeks) earns $6,507 per shop across 3,746 shops, second only to Furniture among categories above 1% of revenue. It has the highest median commission, 18%, and 24.1% of revenue comes through LIVE, but only 13 of 142 tracked best-sellers are new launches. See the Health paper and our program for supplement brands.
- Phones & Electronics (+3.28% and −5.33%) has 56 new launches among 185 tracked best-sellers. Its paper found 30.8% of top-product revenue came from products launched in the last 90 days.
- Collectibles (+7.02%, flat over 13 weeks) works differently: 50.5% of revenue comes through the shop tab and 44.0% through LIVE, only 8.0% is credited to affiliates, and 156 of 262 tracked best-sellers are new launches. It topped our opportunity map for new brands (83 of 100, as of October 2), and TikTok says the category’s sales grew 230% year over year in October.
- Automotive & Motorcycle (+4.68% and −5.15%) has 7,320 shops at $1,860 each. Its paper found the $20–35 and $60–100 bands earned 1.37× and 1.41× the average product.
- Toys & Hobbies (+5.51%) has the steepest 13-week fall, −27.13%. In its paper, products launched in the last 30 days earned 1.83× the average product.
- Food & Beverages (+9.33% and −1.71%) has the lowest average tracked price, $17.29, and a median commission of 11%. Its paper found bold-claim openings at 1.96× sales per view.
- Kitchenware (+5.45% and −11.04%) earns $1,199 per shop across 7,156 shops. Its paper found talking-head videos at 1.33×.
- Textiles & Soft Furnishings (+3.74% and −1.68%) carries a higher price level; its paper found a $59 median price and the $60–100 band earning 1.67× the average product.
- Books, Magazines & Audio (+2.80% and −4.97%) is small, at 0.7% of revenue. Its paper found a $25 median price.
Shrinking on both views
- Home Supplies (−2.24% and −6.58%) is the most crowded category, with 18,519 shops earning $1,275 each, at an average tracked price of $23.06. See the Home Supplies paper.
- Luggage & Bags (−0.24% and −4.15%): its paper found reviews at 1.8× sales per view against 0.7× for demos.
- Computers & Office Equipment (−0.91% and −11.50%) has the lowest revenue per shop of any category above 1% of revenue, $1,146. Its paper found price-or-deal hooks at 1.9×.
- Jewelry Accessories & Derivatives (−0.65% and −2.23%) sells 69.6% through the shop tab, with 21.1% credited to affiliates and a median commission of 0%.
- Kids’ Fashion (−2.91% and −12.46%) is small, at 0.3% of revenue.
For a second view of the same question, our opportunity map scores categories on momentum, revenue per shop, how concentrated revenue is and how much goes to new products (data to October 2). It ranked Collectibles (83), Womenswear & Underwear (71), Shoes (67) and Jewelry Accessories & Derivatives (67) highest and Home Improvement (26) and Furniture (27) lowest. Categories move quickly: Jewelry was growing over 13 weeks then and is shrinking now. The competition paper covers crowding and concentration in more depth.
How each category sells: video, LIVE, shop tab and affiliates
The channel split tells you what kind of program a category needs. Where most revenue comes through video and is credited to affiliates, a creator program is the main route in. Where the shop tab or LIVE dominates, search, listings and live selling matter more.
| Category | Video | LIVE | Shop tab | Affiliate share | Average price | Median commission | New launches (of tracked) |
|---|---|---|---|---|---|---|---|
| Beauty & Personal Care | 70.4% | 17.4% | 12.2% | 82.0% | $28.59 | 13% | 31 of 170 |
| Womenswear & Underwear | 74.4% | 11.1% | 14.6% | 80.8% | $30.79 | 8% | 34 of 181 |
| Sports & Outdoor | 65.0% | 13.5% | 21.5% | 75.5% | $35.67 | 7% | 46 of 175 |
| Health | 63.9% | 24.1% | 12.0% | 81.4% | $24.42 | 18% | 13 of 142 |
| Fashion Accessories | 56.7% | 10.0% | 33.2% | 60.1% | $40.08 | 3% | 16 of 171 |
| Phones & Electronics | 63.8% | 18.0% | 18.2% | 74.3% | $44.38 | 7% | 56 of 185 |
| Home Supplies | 60.6% | 15.5% | 23.9% | 71.8% | $23.06 | 8% | 65 of 206 |
| Furniture | 56.2% | 15.7% | 28.1% | 71.3% | $105.15 | 6% | 8 of 173 |
| Household Appliances | 63.2% | 20.8% | 16.0% | 81.3% | $99.00 | 5% | 38 of 177 |
| Menswear & Underwear | 69.2% | 4.7% | 26.1% | 70.2% | $29.81 | 8% | 46 of 186 |
| Collectibles | 5.6% | 44.0% | 50.5% | 8.0% | $90.71 | 0% | 156 of 262 |
| Shoes | 72.2% | 11.8% | 16.0% | 79.8% | $50.19 | 9% | 50 of 195 |
| Automotive & Motorcycle | 70.0% | 8.6% | 21.4% | 73.6% | $25.09 | 8% | 28 of 170 |
| Tools & Hardware | 64.2% | 11.8% | 24.1% | 72.7% | $38.62 | 5% | 45 of 180 |
| Home Improvement | 49.6% | 20.2% | 30.2% | 65.5% | $40.08 | 6% | 34 of 184 |
| Toys & Hobbies | 64.8% | 16.2% | 19.0% | 77.0% | $22.76 | 8% | 71 of 199 |
| Food & Beverages | 63.7% | 18.8% | 17.5% | 73.9% | $17.29 | 11% | 37 of 171 |
| Kitchenware | 58.2% | 20.5% | 21.2% | 74.4% | $32.79 | 8% | 67 of 188 |
| Textiles & Soft Furnishings | 65.4% | 16.4% | 18.2% | 75.4% | $38.27 | 8% | 38 of 153 |
| Luggage & Bags | 59.5% | 19.7% | 20.8% | 70.9% | $35.81 | 9% | 48 of 188 |
| Pet Supplies | 72.7% | 10.5% | 16.8% | 78.3% | $38.44 | 8.5% | 17 of 168 |
| Computers & Office Equipment | 61.2% | 16.7% | 22.1% | 72.3% | $34.32 | 6% | 33 of 176 |
| Baby & Maternity | 79.2% | 7.5% | 13.3% | 85.8% | $55.38 | 8% | 13 of 160 |
| Books, Magazines & Audio | 68.2% | 8.7% | 23.1% | 66.3% | $23.46 | 8% | 56 of 187 |
| Jewelry Accessories & Derivatives | 18.8% | 11.6% | 69.6% | 21.1% | $28.16 | 0% | 76 of 182 |
| Kids’ Fashion | 64.0% | 8.1% | 27.9% | 70.3% | $24.43 | 7% | 58 of 191 |
| Pre-Owned | 0.3% | 15.6% | 84.1% | 0.5% | $1,256.63 | 0% | 244 of 354 |
| Muslim Fashion | 44.5% | 20.7% | 34.8% | 57.9% | $20.75 | 0% | 64 of 172 |
| Virtual Products | 60.5% | 36.0% | 3.5% | 95.7% | $26.23 | 0% | 47 of 118 |
Source: MediaLabs Research category data. Channel split and affiliate share: seven days to October 19, 2026 (channel shares computed from the revenue in each channel). Average price, median commission and new launches: tracked best-sellers in the four weeks to October 21, 2026.
In 24 of the 29 categories, video carries 55% or more of revenue, and in all 24 affiliates are credited with 60% or more. Across the market, our sales-channels paper found 64.9% of revenue came through shoppable video in the week to September 29. The clear exceptions are Collectibles, Pre-Owned and Jewelry Accessories & Derivatives, where the shop tab and LIVE lead and affiliates are credited with 21.1% or less.
TikTok Shop trends to watch in late 2026
- Short-term growth is broad. Among categories above 1% of revenue, the fastest four-week growth came in Furniture (+26.97%), Home Improvement (+13.05%), Sports & Outdoor (+12.08%), Fashion Accessories (+12.00%), Shoes (+11.98%) and Household Appliances (+11.93%).
- Holiday demand is uneven. Last year, Pre-Owned (1.23×) and Menswear & Underwear (1.11×) sold furthest above a normal month across November and December, and Toys & Hobbies (0.81×) below it. Our TikTok Shop Black Friday guide has the full table and the November 11–30 campaign dates.
- TikTok’s own signals. TikTok’s October 14 holiday post points to pre-owned luxury, jewelry, collectibles, gaming and holiday fashion, says womenswear accounts for a third of fashion category sales so far this year, and says US LIVE Shopping sales more than doubled year over year in the first half of 2026.
- New launches cluster in a few categories. Pre-Owned (244 of 354 tracked best-sellers), Collectibles (156 of 262) and Jewelry Accessories & Derivatives (76 of 182) have the most, Furniture (8 of 173) the fewest.
How to choose a product within a category
Price: match the band your category already buys at
Our price-bands paper (2,800 top-selling products, September 2 to October 1, 2026) puts the revenue-weighted median price of a top seller at $39, with the middle half of revenue between $24 and $88. Products under $20 are common but carry little revenue.
| Price band | Share of top-product revenue | Revenue per product |
|---|---|---|
| Under $10 | 2.4% | 0.66× |
| $10–20 | 14.2% | 0.81× |
| $20–35 | 26.8% | 1.14× |
| $35–60 | 21.8% | 1.10× |
| $60–100 | 14.2% | 1.09× |
| $100 and over | 20.6% | 0.91× |
Source: MediaLabs Research, price-bands paper. These describe products that already sell; moving a product into a band will not by itself raise its revenue.
The category matters more than the overall median. Median prices of top sellers run from $23 in Jewelry Accessories & Derivatives and $25 in Home Supplies to $145 in Furniture, $150 in Household Appliances and $160 in Collectibles, so a $39 product is expensive in one category and cheap in another. Benchmark against the average price column in Table 2 and the category paper.
Commission: what the top sellers pay
Our commission paper (2,188 top-selling products, September 2 to October 1) found a revenue-weighted median affiliate commission of 9%, with 75% of top-product revenue coming from products paying 5–15%. Products at 20–30% earned 1.52× the average product and those under 5% earned 0.85×, but the pattern has limits, and the top 10 sellers do not pay affiliates more. Norms differ by category: in the latest data the median is 18% in Health, 13% in Beauty & Personal Care and 3% in Fashion Accessories. Set your rate near your category’s median, then test above it with creators you want, and check the margin after commission and TikTok Shop fees.
New launches: how much room for a new product
In our product launch paper (2,900 top-selling products, September 20 to October 19), products launched in the last 90 days earned 20.7% of top-seller revenue, at 0.83× the average product. The share ran from 60.5% in Collectibles to 2% in Furniture, and 64.8% of new top sellers were listed at zero commission, against 12% of products launched more than a year earlier. The new-products paper (September 2 to October 1) found products under 30 days old earned 0.76× the average product and those over two years old 1.15×: new products can break in, but established ones still earn more each.
A short checklist
- Pick a category from the growing groups above, or one where you have a clear edge, and read its category paper.
- Price inside the category’s middle range, not the marketplace’s.
- Set commission near the category median and confirm the margin still works after fees, commission and returns.
- Check the channel split: if video and affiliates carry most of the revenue, budget for creator samples and content before launch.
- Check the season: some categories ran well above or below normal in last year’s holiday months.
What this data cannot tell you
These are estimates for the top of each category, built from tracked best-sellers and category revenue estimates, so they describe what sells best, not every listing. They are observational and do not show that a price, commission or format causes higher sales. Growth figures from adjacent periods carry seasonality, and a category’s position can change within weeks, as Jewelry Accessories & Derivatives shows. Nothing here measures profit: revenue per shop is not margin.
Where MediaLabs fits
MediaLabs is a TikTok Shop agency and an official TikTok Partnered Agency (TSP), Creator Agency Partner (CAP) and TikTok Shop Affiliate Partner (TAP), with a managed roster of 3,000+ vetted creators. We use this research to decide where and how to launch for the brands we work with. If you want shop operations, GMV Max and creators run by one team, see our TikTok Shop agency program or the category programs linked above.
Not sure your category has room?
Book a 30-min call. We’ll look at your category’s growth, crowding, price band and commission norms against your catalog and margins, and tell you whether and how we would launch.
Book a Strategy Call