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Beauty and personal care products have become the leading product category among TikTok Shops worldwide in 2025, making up percent of all shops. Womenswear and underwear follow as the second largest category, accounting for percent. Mobile phone and electronics, home supplies, and food & beverages complete the top five categories.
TikTok Shop has emerged as a powerful force in e-commerce. The platform's rapid growth is evident in its staggering gross merchandise value (GMV), which skyrocketed from *** billion U.S. dollars in 2021 to an impressive **** billion U.S. dollars in 2025. Indonesia leads in TikTok Shop GMV with around ** billion U.S. dollars, followed by the United States and Thailand.
Despite ranking first in shop numbers, beauty and personal care products reign supreme in terms of gross merchandise value (GMV) and sales volume. The category has generated nearly ** billion U.S. dollars in GMV in 2025. This success is partly attributed to the effectiveness of live sales, which accounted for ** percent of beauty and personal care e-commerce sales on TikTok in January 2023.
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Overview
Product categories
Competitive landscape
TikTok users
Marketing and Seller Center app
U.S. deep-dive
* For commercial use only
Basic Account
Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
