TikTok Shop's May Leaderboard: Some shop have achieved monthly sales exceeding tens of millions of U.S. dollars, and health care category emerges as the dark horse

By He Yang

[Ebrun Original] As the largest site of TikTok, the United States' e-commerce business has been sprinting since it officially went online in September last year. By the end of last year, it had achieved a daily GMV of over 14 million U.S. dollars. It is also reported that one of TikTok Shop's major tasks in 2024 is to expand the GMV scale of the U.S. market by 10 times.

Looking at the situation in the first five months of this year, although the overall outbreak of TikTok Shop in the U.S. market is not outstanding compared to the peak season last year, both merchant store sales and influencer sales have been steadily increasing, and live room sales are gradually heating up.

According to FastMoss' data, in May this year, TikTok Shop in the U.S. market has seen small shops with monthly sales exceeding tens of millions of U.S. dollars; the top five categories with the highest sales were basically stable. They are, in order, beauty & personal care, women's clothing & underwear, health care, collectibles, and sports & outdoor; among influencer sales, sepmukbang_81, with only 268,000 followers, won first place with a monthly sales of 12.37 million U.S. dollars, also the only influencer with sales exceeding 10 million U.S. dollars that month.

In order to further demonstrate the development of TikTok Shop in the U.S. market, Ebrun and FastMoss have compiled various lists for May 2024. The lists include the top 20 in sales for small shops in the U.S., the top 20 influencer sales in the U.S., the top 5 in popular categories, and the top 20 in sales for small shops in each popular category for the users' reference.

Data Explanation:

The list data is provided by the third-party data analysis platform FastMoss and is current as of May 1 to May 31, 2024. It is unofficial data, and the sales amount is an estimated value, which may differ from the actual situation. Your understanding is appreciated.

01

Top Sales of Small Shops

In May this year, TikTok Shop's sales in the U.S. market reached millions of U.S. dollars. Looking at the top 20 in overall small shop sales, Micro Ingredients, in the health care category, was the leader with a monthly sales of approximately 10.92 million U.S. dollars, achieving a significant lead. Halara US in the sports & outdoors category came in second with a monthly sales of approximately 5.23 million U.S. dollars; while Sweet Furniture in the furniture category came in third with a monthly sales of approximately 5.16 million U.S. dollars.

Among the top 20 small shops in monthly sales, the health care category represented a major advancement, occupying 9 seats; beauty & personal care shops occupied 3 seats; furniture shops occupied 2 seats; and sports & outdoors, collectibles, fashion accessories, mobile & digital, books & magazines & audio, women's clothing & women's underwear each occupied 1 seat.

02

Influencer Ranking

In May, among the influencers at TikTok Shop in the U.S., sepmukbang_81 took first place in sales with a monthly GMV of approximately 1.24 million U.S. dollars; followed by influencedqueens in second place with a monthly GMV of approximately 919,000 U.S. dollars; and halara.us.live in third place with a monthly GMV of approximately 869,000 U.S. dollars.

Overall, among the top 20 influencers in sales in May, 18 had a GMV of over 500,000 U.S. dollars. Among them, the influencer with the largest number of fans was jeffreestar, who ranked fifth and had over 6.5 million fans, with a sales GMV of 751,000 U.S. dollars in May. In addition, there are influencers with sales in the millions, such as iamsk8bordb, who ranked seventh with fans in the million-level.

03

Popular Category and Ranking of Sales of Small Shops in Each Category

Looking at the sales of various categories at TikTok Shop, the total sales of the top five categories in May were in order: beauty & personal care, women's clothing & underwear, health care, collectibles, sports & outdoor. Among them, beauty & personal care accounted for 20.55% of sales, followed by women's clothing & underwear at 11.46%, and health care at 9.59%.

In the beauty & personal care category, Tarte Cosmetics achieved the top spot in May with sales of approximately 4.94 million U.S. dollars, far ahead of the second-place Cocomint Beauty (with monthly sales of approximately 2.58 million U.S. dollars); followed by Gopure, which had sales close to the second position, at approximately 2.58 million U.S. dollars. Overall, among the top 20 beauty & personal care small shops in May, the monthly sales exceeded 1 million U.S. dollars.

In the women's clothing & underwear category, FeelinGirl LLC was first, with approximately 2.79 million U.S. dollars in sales for May; followed by O QQ with approximately 2.54 million U.S. dollars in sales, and Kali Rose Boutique with approximately 1.93 million U.S. dollars in sales. Among the top 20 in the category, 10 small shops had monthly sales exceeding 1 million U.S. dollars, and the rest were between 700,000 and 1 million U.S. dollars.

In the health care category, there were small shops with sales exceeding tens of millions of U.S. dollars. Micro Ingredients took the lead, with sales exceeding 10 million U.S. dollars; followed by Milamiamor (with sales of approximately 4.98 million U.S. dollars) and RYSE Supplements (with sales of approximately 4.43 million U.S. dollars). Among the top 20 in the category, a total of 14 small shops had sales exceeding 1 million U.S. dollars.

In the collectibles category, the small shop HuntBreaks took first place in May with sales of approximately 3.88 million U.S. dollars; followed by The Ballers Bank, which had sales of approximately 1.76 million U.S. dollars; followed by other small shops whose sales remained in the tens of thousands level.

In the sports & outdoor category, Halara US ranked first with 5.23 million U.S. dollars in sales for May; Merach Fitness ranked second with 1.76 million U.S. dollars in sales; Fitnessathome ranked third with approximately 1.68 million U.S. dollars in sales; Red-P-Sports ranked fourth with approximately 1.45 million U.S. dollars in sales; the rest of the top 20 in May had sales ranging from 400,000 to 1 million U.S. dollars.