A few years ago, people were still asking, “Can TikTok really drive sales?” Today, the answer is crystal clear. TikTok Shop has successfully launched countless viral products, from fast-moving consumer goods to niche fashion brands. So, what are the top-selling items on TikTok Shop in 2025? What categories are trending in different markets? And how can sellers create bestsellers and capitalize on emerging trends?
Contents
Top-Selling Products on TikTok Quick List
- 10-Count Dishwashing Rags: Reusable, non-scratch wire rags perfect for kitchen cleaning—eco-friendly and high-volume sellers.
- Mini Waffle Makers & Egg Sandwich Makers: Compact, Instagram-worthy cooking gadgets that combine convenience with viral appeal.
- At-Home Skincare Treatments: Serums, masks, and beauty tools are driving billions of impressions and strong conversion rates.
- LED Light Therapy Masks: Tech-powered beauty devices offering anti-aging and acne treatments in 3–10 minute sessions.
- Casual Dresses & Fragrances: Affordable fashion staples and scented products that dominate #DressTok and #PerfumeTok.
- Hair & Body Care Products: Custom hair accessories, exfoliators, and body lotions featured in highly shareable tutorials.
- Earphones & Headphones: Wireless audio devices showcased through unboxing and sound-test videos.
- Sunglasses & Glasses: Trend-driven eyewear that pairs style with functionality and racks up views on fashion creators’ feeds.
- Solid Shampoo Bars & Eco-Friendly Cleaners: Zero-waste personal care and household items are popular with #CleanTok audiences.
- Electronic Accessories (Magnetic Chargers, Power Banks): Affordable 3C products complementing TikTok’s tech-savvy shopper base.
TikTok Shop Global Market Overview in 2025
Before exploring the top-selling products of 2025, let’s first take a look at TikTok Shop’s overall market performance.
Platform Growth Data
TikTok Shop has experienced remarkable growth over the past few years, and in 2025, it continues its strong upward trajectory. Here are some key growth metrics:
- GMV (Gross Merchandise Volume) Growth: According to market data, TikTok Shop’s GMV surged to several billion dollars in 2024 and is expected to climb even higher in 2025. More brands and sellers are integrating TikTok Shop as one of their core sales channels.
- Expanding User Base: TikTok’s global monthly active users have surpassed 1.6 billion, with TikTok Shop’s active user count growing in parallel, particularly in the U.S., Southeast Asia, and European markets.
- Merchant Growth: The number of merchants on TikTok Shop increased significantly in 2024, with DTC (Direct-to-Consumer) brands and small businesses driving much of this expansion. To support this growth, TikTok has introduced AI-powered product selection tools, smart ad optimization, and other seller support features to help boost sales efficiency.
Unique Growth Drivers of TikTok Shop
So, what makes TikTok Shop stand out in the global eCommerce landscape? The secret lies in its unique growth model, which combines two major strategies:
Live Shopping: High Engagement, High Conversion
Live-stream commerce is thriving, particularly in Southeast Asia, where top influencers can generate over $1 million in GMV from a single session. The format’s real-time interaction, coupled with exclusive promotions and flash sales, creates urgency and boosts impulse purchases.
Short Video Commerce: Seamless Product Integration into Content
TikTok’s algorithm delivers unparalleled targeting through the TikTok For You Page (FYP), recommending content and products based on user behavior and interests. This allows sellers to reach highly relevant audiences with ease.
Additionally, TikTok’s ecosystem thrives on User-Generated Content (UGC). Many best-selling products started as organic recommendations from everyday users. Thanks to TikTok’s viral nature, these products quickly gain traction and become mainstream hits.
Top-Selling Products on TikTok Shop in 2025
By turning content into advertising and advertising into content, TikTok Shop blurs the line between entertainment and shopping, making it both engaging for users and effective for brands.
So, what’s trending in 2025? Up next, we’ll break down the top-selling products on TikTok Shop across the U.S., Southeast Asia, and Europe and reveal why these items are winning over consumers, plus some tips on how to sell them on TikTok.
U.S. Market: Health & Beauty Lead the Way
The United States is one of the fastest-growing markets for TikTok Shop, with a predominantly young consumer base that values personalization, healthy living, and seamless shopping experiences.
With high purchasing power and a strong appetite for new trends, U.S. consumers have fueled the growth of the following top-selling categories on TikTok Shop in 2025:
Top-Selling Categories
- Beauty & Skincare: Repair serums, LED light therapy masks, and professional-grade at-home beauty devices.
- Health & Wellness: Collagen powder, meal replacement shakes, and immunity-boosting gummies.
- Smart Home Appliances: Air fryers, smart blending cups, and electric massagers.
Case Study: LED Light Therapy Face Mask
Why is it trending?
- Visually striking: The red and blue LED face masks resemble futuristic sci-fi characters, making them highly engaging and click-worthy.
- Social proof & trust-building: Influencers conduct 7-day real-life testing, increasing consumer trust and driving credibility.
- Immediate visible results: Before-and-after comparisons and live demonstrations allow potential buyers to see the skincare effects instantly.
- FOMO-driven sales: Limited-time flash deals and live shopping exclusives create urgency, pushing impulse purchases.
Emerging Categories: DIY Beauty & Fashion Accessories
- DIY Beauty & Fashion Accessories: Custom lipstick kits, DIY perfume sets, nail art printers—offering a unique, personalized experience.
- Fashion Accessories: Driven by TikTok’s fast-changing fashion trends, affordable and stylish rings, bracelets, and earrings are seeing rapid growth.
How to Create a Viral Product in the U.S. Market?
- Short, engaging, and high-impact content that highlights immediate product benefits with before-and-after comparisons.
- Social proof + live shopping strategy, leveraging viral challenges and limited-time discounts to increase engagement.
- Limited-time offers + interactive live streams to trigger urgency and boost conversions.
Southeast Asian Market: Value for Money & Localized Product Selection
In Southeast Asia, TikTok Shop thrives on fast-moving consumer goods (FMCG), home essentials, and locally relevant products. Consumers prioritize affordability, practicality, and strong promotional offers. Additionally, established e-commerce giants Shopee and Lazada have significantly influenced TikTok Shop’s market strategy.
Top-Selling Categories
- FMCG (Fast-Moving Consumer Goods): Tissues, shampoos, facial mists, and cosmetics—low-ticket items with high sales volume.
- Home Essentials: Storage boxes, kitchen gadgets, and smart LED light strips.
- Affordable Consumer Electronics (3C Products): Wireless earbuds, selfie sticks, and magnetic chargers.
Case Study: Mini Multi-Function Air Fryer
Why is it trending?
- Low-cost strategy: Unlike premium air fryers popular in Western markets, Southeast Asian consumers prefer compact, budget-friendly options.
- Localized content marketing: TikTok live streams highlight “Cook Southeast Asian dishes in 10 minutes,” making the product more appealing.
- Social-driven virality: Encouraging users to share their homemade cooking videos creates strong user-generated content (UGC) momentum, attracting more potential buyers.
Shopee & Lazada’s Influence on TikTok Shop in the Southeast Asian Market
- TikTok Shop leverages live commerce to gain traction, but Shopee and Lazada still dominate search-driven shopping behavior.
- TikTok Shop focuses on short video-driven impulse purchases, making it ideal for low-ticket, high-conversion products.
- The competition for online traffic is intensifying, with TikTok Shop attracting sellers through deeper discounts and live shopping promotions.
How to Create a Winning Product in the Southeast Asian Market?
- Competitive pricing: Budget-friendly products resonate more with local consumers.
- Content-driven selling + short video marketing: Leverage influencer marketing by partnering with food and home influencers to create engaging demo videos that drive sales.
- Localized language strategy: Avoid fully English-language ads and use native languages to enhance reliability instead.
- Sync with Shopee/Lazada’s major sales events: Align with campaigns like 11.11 Mega Sale to boost TikTok Shop conversions.
European Market: The Rise of Sustainability & Beauty Care
European consumers are increasingly drawn to sustainable products, eco-friendly concepts, and high-end personal care. Markets such as Germany, France, and the UK display distinct consumer preferences.
Germany & France: Sustainable Fashion & Beauty
- Eco-Friendly Apparel: Bamboo fiber T-shirts, recycled denim jeans, and vegan leather shoes.
- Plastic-Free Personal Care: Solid shampoo bars, refillable skincare products, and biodegradable makeup remover pads.
- High-End Beauty Devices: At-home RF (radio frequency) devices and laser hair removal machines.
Case Study: Biodegradable Cling Wrap
Why is it trending?
- Driven by sustainability trends: European consumers are willing to pay more for eco-conscious alternatives, with reducing single-use plastics being a mainstream movement.
- Supportive regulations: The EU is actively promoting plastic reduction, making eco-friendly products more desirable.
- Socially responsible marketing: TikTok influencers emphasize “Each use reduces 100g of plastic waste”, attracting environmentally conscious consumers.
- Affordable & practical: Everyday-use items like cling wrap are easy to promote via short videos and bulk purchases.
UK Market: Home Essentials & Niche Fashion Brands
- Smart Home Products: Cordless vacuum cleaners, smart LED lights, and home dehumidifiers.
- Niche Fashion Brands: UK-based designer labels, including customized T-shirts and handcrafted leather goods.
Emerging Growth Markets: Italy & Spain
- Italy: Luxury product care accessories, coffee machine add-ons, and fashion accessories.
- Spain: Smart kitchen tools, fitness gear, and local beauty brands.
How to Create a Winning Product in the European Market?
- Emphasize sustainability: Packaging and materials must align with eco-friendly standards.
- Leverage lifestyle-driven content: Promote home essentials through TikTok trends like “Minimalist Home”.
- Collaborate with local influencers: Boost product relevance and market penetration with region-specific creators.
That being said, selecting the right product is just the first step to success on TikTok Shop. The key to driving high sales lies in execution, including marketing, promotions, and optimization.
From content-driven marketing strategies to localized logistics support, top-performing sellers excel at understanding market needs and amplifying product reach through short-form videos, live commerce, and user engagement.
Operational Strategies Behind Best-Selling Products
In this part, we’ll break down the operational strategies behind viral products, helping you scale your sales more effectively.
Content-Driven Growth: The PEAKS Framework
TikTok Shop thrives on content-driven engagement, and sellers can boost conversions using the PEAKS framework:
- P (Problem) – Highlight Pain Points: Attract users through comparison tests and real-life usage scenarios.
- E (Engagement) – Increase Interaction: Utilize questions, polls, and comment sections to boost engagement.
- A (Authenticity) – Emphasize Realness: User-generated reviews and unboxing videos are more persuasive than traditional ads.
- K (Key Moments) – Capture Attention Quickly: Hook viewers within the first three seconds of the video.
- S (Sales Call-to-Action) – Drive Conversions: Use limited-time discounts and live stream exclusives to encourage purchases.
Ad Intelligence Analysis: Precise Product Selection & Optimized Ad Placement
With increasing competition in digital advertising, businesses must leverage ad spy tools to monitor competitors’ top-performing ads, identify market trends, and refine their ad strategies.
- Identify Trending Products: Analyze high-converting TikTok ads to uncover successful marketing patterns behind trending products.
- Enhance Ad Creatives: Draw inspiration from high-engagement short video ads by refining copywriting, visuals, and hooks to boost ad performance.
- Maximize Ad ROI: Track competitors’ ad budgets and audience targeting strategies to optimize ad placements, reduce customer acquisition costs, and improve campaign efficiency.
Logistics & Localization Optimization
- Local Warehousing & TikTok Shop Logistics (TSL): Shortens delivery times and enhances the shopping experience.
- Optimized Customer Support & Return Policies: Fast response times and hassle-free returns reduce churn.
- Cash on Delivery (COD) for Southeast Asia: Builds trust, increases order completion rates, and lowers return rates.
Product Optimization Strategies
- Enhanced Product Pages: High-quality images and short video demonstrations improve click-through rates.
- Flexible Pricing & Promotions: Utilize flash sales and group-buying deals to drive purchases.
- User Review Management: Encourage photo reviews and offer repeat purchase discounts to boost customer loyalty.
Behind every best-selling product lies a combination of precise content marketing, supply chain efficiency, and superior user experience management. Continuous optimization is the key to maintaining long-term success in TikTok Shop.
TikTok Shop 2025: Opportunities and Challenges Ahead
TikTok Shop is reshaping the global eCommerce landscape. From short-form video commerce to the rise of live shopping and localized supply chain optimization, it presents endless opportunities while intensifying competition like never before.
To succeed on TikTok Shop in 2025, sellers must go beyond just choosing the right product categories. Mastering content marketing, optimizing supply chains, and leveraging AI and big data to enhance operational efficiency will be crucial. Additionally, brand building and community engagement will play a key role in driving long-term growth.
Now is the time to take action! Tap into TikTok Shop’s vast traffic potential, embrace the latest eCommerce trends, and position yourself at the forefront of the market in 2025!
