A recent analysis of TikTok Shop's weekly sales data from May 12-18 reveals fascinating insights into global consumer behavior across 11 major markets. From beauty staples to unexpected breakout products, the platform continues to shape shopping trends worldwide.
U.S. Market: Beauty Reigns Supreme, But Growth Slows
The beauty category maintains its dominance in the United States, with Maybelline NY's mascara holding the top position. However, growth rates show signs of slowing, suggesting even perennial favorites need innovation to stay relevant. The brand's lipstick products emerged as a strong second-place contender with 29,100 weekly sales, demonstrating consumers' appetite for new offerings within established categories.
Products like BoomBoom nasal sticks and Rosabella Supps organic beetroot capsules experienced declining sales, highlighting the importance of continuous market monitoring for sellers.
UK Market: Dessert Boxes Surprise Winner
British consumers displayed their love for novelty as dessert boxes unexpectedly claimed the top spot, while previously popular P.Louise lipsticks disappeared from the rankings. Maybelline's mascara maintained strong performance across multiple European markets, proving the staying power of quality classics.
Thailand: Skincare and Protection Products Thrive
Discount MallGo's facial masks led Thailand's market with 84,200 weekly sales, followed closely by Nownow Shop's waterproof eyebrow pencils. Notably, face masks resurged with over 84,400 units sold, indicating sustained health consciousness among Thai consumers.
Indonesia: Toothpaste Dominates While Cleaner Surprises
METOO BEAUTY's toothpaste dominated Indonesian sales with 94,700 units, while POLKI INDONESIA's refrigerator cleaner became the week's breakout product with 46,400 sales and an astonishing 10,785% growth rate.
Regional Highlights
- Malaysia: SOCKS HOUSE led with 87,200 pairs sold, demonstrating steady demand for everyday essentials.
- Vietnam: False eyelashes remained popular despite slight declines, maintaining their position as the top beauty item with 110,000+ sales.
- Philippines: Sophiaandkalel's glutathione whitening soap claimed first place with 52,900 sales, while serums dropped to fifth position.
- Spain: Sunglasses emerged as the new leader with 21,300 sales, indicating a rapidly evolving market.
- Mexico: WEUD MX's hair oil saw 99,900% growth, with two products totaling 6,594 sales, signaling growing haircare demand.
- Germany: Candy Peak's milk biscuits maintained leadership despite slight declines, showing stable food category performance.
- France: Whale Tree Footwear's sneakers achieved 101,733% growth, while Steel Perks' food storage containers saw nearly 30-fold increases on modest sales volumes.
The data underscores significant regional variations in consumer preferences. Successful sellers must leverage platform analytics to understand market-specific trends and adapt strategies accordingly in this dynamic e-commerce environment.