While TikTok's future in the United States remains uncertain amid ongoing political debates, its e-commerce growth shows no signs of slowing. Recent data suggests the platform's global gross merchandise value (GMV) could double by 2025, with the US market potentially experiencing 200% growth. This explosive expansion presents significant opportunities for cross-border sellers. Below we examine the current best-selling products on TikTok US and analyze the strategies behind their success.
Fitness Equipment: Ab Machines Surge Through Influencer Marketing
The health and wellness trend continues to drive sales in the fitness equipment category. A notable success story comes from Chinese brand Merach, whose ab machine has sold over 20,000 units in a single month on TikTok, generating approximately $125,000 in revenue. Remarkably, about 90% of these sales originated from mid-tier influencer promotions. One fitness creator with just 12,000 followers reportedly drove over 4,000 sales worth $25,000 in a month.
The product's popularity extends beyond TikTok, having topped Amazon's fitness equipment bestseller list with more than 2,000 units sold monthly. This demonstrates the effectiveness of targeted influencer campaigns and the potential for multi-platform success.
Outdoor Gear: Solar-Powered Fishing Hats Dominate Niche Market
As fishing gains popularity across the US, specialized outdoor gear has emerged as a lucrative category. One standout product is a solar-powered fan-equipped sun hat, which has become the top seller for store EcoVitality Hub. Priced under $30, the hat has moved 44,100 units, accounting for over 95% of the store's $1.6 million monthly sales.
The product's success highlights the importance of addressing specific consumer needs - in this case, combining sun protection with cooling technology for anglers. It also demonstrates TikTok's ability to drive substantial sales for specialized products through targeted content.
Home Goods: Multi-Function Fan Thrives Through Micro-Influencers
Summer seasonal products continue to perform well, particularly innovative cooling solutions. A 3-in-1 multifunctional fan has become a top seller in TikTok's home goods category, moving 18,500 units in one week with $176,500 in GMV. Since its May 10 launch, total sales have exceeded 57,400 units.
The product gained traction through an unconventional marketing approach. Small account "LISM US," with fewer than 5,000 followers, achieved remarkable results through high-frequency posting and coordinated micro-influencer campaigns. The fan's success stems from its innovative design featuring a digital display, 6-blade turbine system, and 180-degree foldable hands-free functionality.
Hardware: Dual-Purpose Flashlight Gains Unexpected Popularity
The camping season has boosted sales of practical outdoor equipment, including an unexpected bestseller - a sub-$10 flashlight with built-in power bank capabilities. The product sold 21,000 units in one week and 44,500 units within a month, topping TikTok's hardware category despite no promotional content from the store's main account.
Its viral success appears driven by organic exposure through high-view videos that weren't specifically promoting the product. This phenomenon underscores TikTok's unique ability to create unexpected hits through algorithmic content distribution.
Market Analysis and Strategic Insights
Current TikTok bestsellers share several key characteristics:
• Supply chain advantages: Most top products originate from Chinese manufacturers sold as white-label goods at competitive prices
• Seasonal relevance: Products aligned with summer activities like fishing and camping show particularly strong performance
• Functional innovation: Multi-purpose and energy-efficient products consistently attract consumer interest
• Influencer effectiveness: Both macro and micro-influencers demonstrate significant impact when properly targeted
• Content virality: Even unrelated high-engagement content can unexpectedly drive product discovery and sales
As TikTok's US e-commerce ecosystem matures, sellers must balance opportunistic product selection with long-term brand building. The platform's unique content-driven discovery model continues to create opportunities for both established brands and emerging sellers willing to adapt to its dynamic environment.