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, and which openings, formats and production choices sell. A new weekly report every Monday; papers are revised as the data moves.

MediaLabs Research · in collaboration with Coherence Limited

Books, Magazines & Audio: where sales happen (latest week)

LatestCategoryCIQ-WP-2026-39

Books, Magazines & Audio on TikTok Shop is growing against a falling market, led by mid-priced products sold through video

339 videos tracked, 60 analysed in depth, 100 top-selling products, 3 Sept–2 Oct 2026

+12.2%
revenue in the latest 4 weeks against the previous 4
+7.4% vs −11.1%
13-week revenue change, category against the whole market
Read the paper

MediaLabs reportMay 2026

TikTok Shop Performance Benchmarks 2026

Commission rates, return rates, AOV, conversion, GMV Max ROI and break-even thresholds across 10 verticals, from $500M+ in managed GMV.

20%
median TAP commission
$32
median average order value
3.8×
GMV Max ROAS at peak
Read the report

Weekly report 1

The week on TikTok Shop: what rose, what faded and what broke out.

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

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 paperv11 Oct 2026

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)
34%
Share of sales from demo or tutorial videos, which sell at 0.92× per view

TikTok Shop 8

The whole marketplace: where revenue grows, how it sells, prices, commission, competition and the season ahead.

17,599: shops in Home Supplies, the most of any category, with average revenue per shop of $1,106

TikTok ShopCIQ-WP-2026-13

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 paperv11 Oct 2026

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
43%
of top-product revenue taken by the ten biggest products in Textiles & Soft Furnishings, the most concentrated category
17.2%: of top-product revenue comes from products launched in the last 90 days

TikTok ShopCIQ-WP-2026-12

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 paperv11 Oct 2026

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
0.76× vs 1.15×
revenue per product for products under 30 days old versus those over 2 years old (1 = average)
64.9%: of TikTok Shop revenue came through shoppable video in the latest week

TikTok ShopCIQ-WP-2026-09

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 paperv11 Oct 2026

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%
84.3%
affiliate share in Household Appliances, the highest we report; Baby & Maternity and Health were close at 83.9% and 83.6%
19.1%: share of last-4-week revenue held by Beauty & Personal Care, the largest category

TikTok ShopCIQ-WP-2026-08

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 paperv11 Oct 2026

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)
16 of 25
categories with higher revenue in the last 4 weeks than the 4 before
1.6×: Sales per view for urgency or scarcity angles (range 1.4–1.9, 83 videos)

TikTok ShopCIQ-WP-2026-02

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 paperv11 Oct 2026

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)
1.4×
Sales per view for unboxing-format videos (range 1.2–1.6, 135 videos)

Founders 7

The calls a brand makes on TikTok Shop: where to launch, paid or organic, creator programmes, commission, new products and how long a video keeps selling.

64.9%: of TikTok Shop revenue in the latest week came through shoppable video (LIVE 17.1%, shop tab 18%)

FoundersCIQ-WP-2026-45

Shoppable video carries 64.9% of TikTok Shop revenue, and revenue per 1,000 views runs from $9.76 to $31.02 by category

16,541 videos tracked across 29 categories, 3 Sept–2 Oct 2026

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64.9%
of TikTok Shop revenue in the latest week came through shoppable video (LIVE 17.1%, shop tab 18%)
$9.76–$31.02
revenue per 1,000 views of top-selling videos, from Automotive & Motorcycle to Household Appliances
24.6%–44%
share of category revenue taken by the top 10% of video-weeks, from Menswear & Underwear to Toys & Hobbies
17.4%: of top-seller revenue came from products launched in the last 90 days

FoundersCIQ-WP-2026-44

Products launched in the last 90 days earned 17.4% of TikTok Shop top-seller revenue, at 0.84× the average per product

2,800 top-selling products across 29 categories, 3 Sept–2 Oct 2026

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17.4%
of top-seller revenue came from products launched in the last 90 days
0.84×
revenue per new product against the average product (1.1× for products over a year old)
55.3%
of Collectibles top-product revenue came from new products, against 3.8% in Health
9%: revenue-weighted median commission of top-10 products, against 10%, 9% and 9% for ranks 11–25, 26–50 and 51–100

FoundersCIQ-WP-2026-43

Top 10 sellers do not pay affiliates more: median commission is 9% and 20% list none

2,800 top-selling products across 29 categories, 3 Sept–2 Oct 2026

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9%
revenue-weighted median commission of top-10 products, against 10%, 9% and 9% for ranks 11–25, 26–50 and 51–100
20%
of top-10 products list 0% commission (18%–25% in the other rank bands)
12 vs 9
categories where the top 10 pay more than the rest, against those where they pay less (28 compared)
83/100: Collectibles' opportunity score, the highest of 26 categories ranked

FoundersCIQ-WP-2026-41

Collectibles tops TikTok Shop's opportunity map, with 55% of top-seller revenue from products launched in the last 90 days

2,800 top-selling products across 29 categories, 3 Sept–2 Oct 2026

Working paperv12 Oct 2026

83/100
Collectibles' opportunity score, the highest of 26 categories ranked
55%
Share of Collectibles top-seller revenue from products launched in the last 90 days; next highest is Toys & Hobbies at 37%
4 of 26
Ranked categories with higher revenue in the latest 13 weeks than the 13 before (Collectibles, Jewelry, Books, Automotive)

Categories 23

One category in depth: its economics and the creative that sells in it.

1.5×: sales per view for demo or tutorial videos (90% range 1.16–2.01), the only format with high confidence

CategoryCIQ-WP-2026-38

Baby & Maternity on TikTok Shop sells through demos and high-priced products in a shrinking category

886 videos tracked, 72 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

Working paperv11 Oct 2026

1.5×
sales per view for demo or tutorial videos (90% range 1.16–2.01), the only format with high confidence
78%
of category revenue came through shoppable video, against 65% across the market
−16%
revenue over the latest 13 weeks against the previous 13 (market −11%), with the latest 4 weeks up 6%
−19%: Category revenue, latest 4 weeks against the previous 4 (market over 13 weeks: −11%)

CategoryCIQ-WP-2026-37

In Home Improvement on TikTok Shop, products over $100 earn nearly half of top-product revenue while the category cools

875 videos tracked, 96 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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−19%
Category revenue, latest 4 weeks against the previous 4 (market over 13 weeks: −11%)
47%
Share of top-product revenue from products priced $100 and over (33 of 100 products)
29%
Share of category revenue through the shop tab, against 18% for the market
−25.4%: revenue in the latest 4 weeks against the previous 4, with the category ranked 14th of 28

CategoryCIQ-WP-2026-35

What sells in Toys & Hobbies on TikTok Shop: affordable products, demonstrations and newer launches

789 videos tracked, 101 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

Working paperv11 Oct 2026

−25.4%
revenue in the latest 4 weeks against the previous 4, with the category ranked 14th of 28
65%
of category revenue sold through shoppable video, with 75.6% credited to affiliate creators
$24
revenue-weighted median price of top-selling products, with a middle half of $17.95–$43
1.8×: sales per view for review or testimonial videos (90% range 1.4–2.4×), against 0.7× for demos

CategoryCIQ-WP-2026-34

Reviews and bold claims sell best in Luggage & Bags on TikTok Shop

Luggage & Bags: 592 videos tracked, 105 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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1.8×
sales per view for review or testimonial videos (90% range 1.4–2.4×), against 0.7× for demos
+13.8%
revenue in the latest 4 weeks versus the previous 4, though the 13-week change is −12%
72.9%
of category revenue credited to affiliate creators; 61.3% of sales come through shoppable video
+20.7%: revenue in the latest 4 weeks against the previous 4 (the latest 13 weeks were -19.4% against the previous 13)

CategoryCIQ-WP-2026-31

Menswear & Underwear on TikTok Shop: rebounding in the short run, video-led, and priced mostly at $20–60

231 videos tracked, 128 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026

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+20.7%
revenue in the latest 4 weeks against the previous 4 (the latest 13 weeks were -19.4% against the previous 13)
68.9%
of category revenue from shoppable video, against 64.9% across the market; LIVE is 5.7% against 17.1%
1.5×
sales per view for talking-head videos (90% range 1.17–1.97, 15 videos)
+17.5%: revenue in the latest 4 weeks against the previous 4, while the market's 13-week revenue fell 11.1%

CategoryCIQ-WP-2026-30

Automotive & Motorcycle on TikTok Shop is growing against a falling market, and sales per view barely vary by creative choice

248 videos tracked, 132 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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+17.5%
revenue in the latest 4 weeks against the previous 4, while the market's 13-week revenue fell 11.1%
71.6%
of category revenue credited to affiliate creators
$32
revenue-weighted median price of top-selling products (middle half $15–$66)
−1.7%: change in category revenue over 13 weeks, against −11.1% for the whole market

CategoryCIQ-WP-2026-29

What sells in Food & Beverages on TikTok Shop: direct claims, demos and mid-priced products

257 videos tracked, 133 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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−1.7%
change in category revenue over 13 weeks, against −11.1% for the whole market
66.6%
of latest-week category revenue came through shoppable video, with 76.9% credited to affiliate creators
1.96×
sales per view for bold-claim openings (90% range 1.46–2.64), the highest of eight hook types
5th of 28: category rank by revenue, with 5.9% of market revenue in the latest 4 weeks

CategoryCIQ-WP-2026-28

Fashion Accessories on TikTok Shop: a mid-sized category regaining momentum, with demos and result-first openings selling best

803 videos tracked, 143 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026

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5th of 28
category rank by revenue, with 5.9% of market revenue in the latest 4 weeks
+12.3%
revenue in the latest 4 weeks against the previous 4 (13 weeks: -9.6%, market -11.1%)
58.2%
of category revenue came through shoppable video, against 64.9% across the market; the shop tab took 29.6%
−15.4%: Category revenue, latest 13 weeks vs the previous 13 (market: −11.1%)

CategoryCIQ-WP-2026-27

Tools & Hardware on TikTok Shop is shrinking faster than the market, and its sales sit with higher-priced products

777 videos tracked, 149 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026

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−15.4%
Category revenue, latest 13 weeks vs the previous 13 (market: −11.1%)
67.3%
Share of latest-week revenue from shoppable video; 11.9% LIVE, 20.8% shop tab
$69
Revenue-weighted median price of top products (middle half $28–$129)
4th of 28: Health's rank by revenue among tracked categories, with 6.2% of market revenue in the latest four weeks

CategoryCIQ-WP-2026-26

What sells in Health on TikTok Shop: a mid-priced, affiliate-led category with growing LIVE sales

351 videos tracked, 153 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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4th of 28
Health's rank by revenue among tracked categories, with 6.2% of market revenue in the latest four weeks
+9.4%
revenue in the latest four weeks against the previous four; the 13-week change was -8.7%, against -11.1% for the market
25%
of Health revenue came from LIVE in the latest week, against 17% across the market
+14.4%: revenue in the latest 4 weeks against the previous 4, while the 13-week view is -7.6%

CategoryCIQ-WP-2026-25

Home Supplies on TikTok Shop: a recovering category with crowded shops, mid-priced products and bold-claim hooks that sell

785 videos tracked, 153 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026

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+14.4%
revenue in the latest 4 weeks against the previous 4, while the 13-week view is -7.6%
61%
of latest-week revenue came through shoppable video, with 16.5% from LIVE and 22.5% from the shop tab
$25
revenue-weighted median price of top products; the middle half sit between $16 and $37
+37%: category revenue, latest 4 weeks against the previous 4 (13 weeks: -7.1%, market -11.1%)

CategoryCIQ-WP-2026-24

What sells in Textiles & Soft Furnishings on TikTok Shop: higher-priced products, voice-over videos and a growing category

263 videos tracked, 174 analysed in depth, 100 top-selling products, 1 category, 2 Sept–1 Oct 2026

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+37%
category revenue, latest 4 weeks against the previous 4 (13 weeks: -7.1%, market -11.1%)
78.2%
of category revenue credited to affiliate creators; 67.3% sold through shoppable video
$59
revenue-weighted median price of top-selling products; the $60–100 band earns 1.67× the average product
−20.3%: revenue in the latest four weeks against the previous four; −13.1% over 13 weeks, against −11.1% for the market

CategoryCIQ-WP-2026-23

Household Appliances on TikTok Shop sells high-ticket, through affiliates, while momentum cools

256 videos tracked, 181 analysed in depth, 100 top-selling products, Household Appliances, 2 Sept–1 Oct 2026

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−20.3%
revenue in the latest four weeks against the previous four; −13.1% over 13 weeks, against −11.1% for the market
84.3%
of category revenue credited to affiliate creators, with LIVE at 24.6% against 17.1% market-wide
60.5%
of top-product revenue from the 50 products priced at $100 and over (revenue-weighted median price $150)
72.5%: of Shoes revenue came through shoppable video in the latest week, against 64.9% for the market

CategoryCIQ-WP-2026-22

Shoes on TikTok Shop sell through video at mid-range prices in a cooling market

434 videos tracked, 183 analysed in depth, 100 top-selling products, 2 September–1 October 2026

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72.5%
of Shoes revenue came through shoppable video in the latest week, against 64.9% for the market
54.4%
of top-product revenue came from the $35–60 price band, where revenue per product was 1.16× the average
-10.4%
change in revenue over the latest 13 weeks against the previous 13, close to the market's -11.1%
+22% / −26%: Furniture revenue, latest 4 weeks vs the previous 4, and latest 13 weeks vs the previous 13 (all categories: −11% over 13 weeks)

CategoryCIQ-WP-2026-21

What sells in Furniture on TikTok Shop: mid-priced products, price-led openings and a softening quarter

552 videos tracked, 187 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

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+22% / −26%
Furniture revenue, latest 4 weeks vs the previous 4, and latest 13 weeks vs the previous 13 (all categories: −11% over 13 weeks)
2.5×
revenue per product at $35–60 against the average top product, from only 9 products
1.5×
sales per view for price or deal openings (90% range 1.1–2.0), from 12 videos
+13.4%: revenue in the latest 4 weeks against the previous 4, after −15.9% over 13 weeks

CategoryCIQ-WP-2026-20

Phones & Electronics on TikTok Shop: a momentum rebound, high-ticket revenue and formats that sell per view

606 videos tracked, 203 analysed in depth, 100 top-selling products, 2 Sept–1 Oct 2026

Working paperv11 Oct 2026

+13.4%
revenue in the latest 4 weeks against the previous 4, after −15.9% over 13 weeks
5.5%
share of all tracked marketplace revenue, ranking 6th of 28 categories
1.6×
sales per view for talking-head videos (90% range 1.05–2.32), against the market average
1.3×: Sales per view for bold-claim openings vs the market (90% range 1.05–1.60)

CategoryCIQ-WP-2026-06

Bold-claim openings are associated with higher sales per view in Womenswear & Underwear, while format and production differences remain within noise

Our analysis of 586 top-selling Womenswear & Underwear TikTok Shop videos, 165 analysed in detail, 2 September to 1 October 2026

Working paperv11 Oct 2026

1.3×
Sales per view for bold-claim openings vs the market (90% range 1.05–1.60)
26%
Share of analysed sales from bold-claim openings, the largest of any hook
31%
Share of analysed sales from reviews and testimonials, selling at 1.06× (0.89–1.26)
1.36×: Sales per view for price-or-deal hooks vs. the market (range 1.02–1.81, 11 videos)

CategoryCIQ-WP-2026-07

In Sports & Outdoor, price-led openings and reviews sell above average while demos carry the volume

Our analysis of 631 top-selling Sports & Outdoor videos on TikTok Shop, 174 analysed in depth, 2 September to 1 October 2026

Working paperv11 Oct 2026

1.36×
Sales per view for price-or-deal hooks vs. the market (range 1.02–1.81, 11 videos)
1.27×
Sales per view for reviews and testimonials (range 1.03–1.56, 29 videos)
33%
Share of watched-video sales from relatable POV openings, at average sales per view
1.2×: Sales per view for bold-claim hooks, which carry 22% of sales (range 0.99–1.48)

CategoryCIQ-WP-2026-05

In Beauty, bold claims and filmed footage sell more per view than trend hooks and slideshows

Our analysis of 1,456 top-selling Beauty & Personal Care videos on TikTok Shop, 234 analysed in depth, 2 September to 1 October 2026

Working paperv11 Oct 2026

1.2×
Sales per view for bold-claim hooks, which carry 22% of sales (range 0.99–1.48)
0.68×
Sales per view for trend-or-sound hooks, the only hook clearly below average (range 0.50–0.92)
0.73×
Sales per view for slideshows (range 0.56–0.95)

Creative 7

One creative choice across TikTok Shop: openings, length and pacing, calls to action, audio, AI and more.

1.08×: sales per view for orange cart videos (90% range 1.04–1.12), against a market average of 1

CreativeCIQ-WP-2026-15

Top-selling TikTok Shop videos that prompt comments or show the orange cart sell more per view than those with no call to action

13,304 videos tracked, 3,342 analysed in depth, 29 categories, 2 Sept–1 Oct 2026

Working paperv11 Oct 2026

1.08×
sales per view for orange cart videos (90% range 1.04–1.12), against a market average of 1
58%
of watched-video sales came from videos using the orange cart
0.90×
sales per view for videos with no call to action (0.85–0.94), 33% of sales
1.53×: Sales per view for price-or-deal hooks vs the market (90% range 1.37–1.71)

CreativeCIQ-WP-2026-04

Price and bold-claim hooks sell more per view on TikTok Shop, while borrowed openers lag

Our analysis of 3,340 closely watched videos from a sample of 13,309 top-selling TikTok Shop videos across 29 categories, 2 September to 1 October 2026

Working paperv11 Oct 2026

1.53×
Sales per view for price-or-deal hooks vs the market (90% range 1.37–1.71)
1.28×
Sales per view for bold-claim hooks, which carry 16% of watched-video sales
0.89×
Sales per view for hooks that go straight into the demo (0.80–0.98)

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