2025TikTok Shop 年度趋势报告

Investment Rating - The report indicates a strong growth potential for TikTok Shop, with a projected GMV exceeding $50 billion in 2024, suggesting a positive investment outlook for the industry. Core Insights - TikTok Shop is experiencing explosive growth globally, driven by its unique shopping experience and attractive discount policies, with a forecasted GMV of over $50 billion in 2024 [4]. - The seller landscape is diversifying, with 57% of sellers operating in the US market, indicating a robust seller ecosystem [8]. - A significant portion of sellers (62%) reported steady revenue growth, highlighting the platform's effectiveness in generating sales [18]. Section Summaries TikTok Shop Seller Status Survey - In 2024, TikTok Shop's global momentum continues, with a projected GMV surpassing $50 billion [4]. - The US market is the most favored, with 57% of sellers focusing their operations there, followed by the UK (13%), Thailand (9%), and Vietnam (6%) [8]. - The sales categories are diverse, with fashion and beauty being the most common but not dominant, each accounting for 17% of sales [10]. - Many sellers are still in a low-cost trial phase, with a significant number entering the platform without prior overseas experience [12]. - Approximately 62% of sellers reported revenue growth, while 19% maintained their revenue levels compared to the previous year [18]. - Key operational challenges for sellers include product selection, marketing, and policy changes [19]. TikTok Shop Policy Changes and Market Data - TikTok Shop implemented several policy changes throughout 2024, including a new guarantee deposit policy and the launch of the "Industry Belt 100 Plan" aimed at enhancing supply chain capabilities [24][25]. - The US market leads in GMV with $6.8 billion, followed by Indonesia ($5.5 billion) and Thailand ($5.1 billion) [38]. - The overall GMV for TikTok Shop reached over $28.1 billion in 2024, with significant growth in the second half of the year driven by seasonal promotions [42]. TikTok Shop All-Site Store Analysis - The top-performing stores in the US achieved GMVs exceeding $50 million, with health and beauty products dominating sales [57]. - In the UK, beauty and fashion categories are prominent, with the leading store generating approximately $32.8 million [61]. - Indonesia's market is characterized by a strong preference for beauty products, with the top store achieving $52 million in sales [65]. - Thailand's leading store focuses on digital products, achieving a GMV of approximately $68.9 million [69]. - Vietnam's top store, specializing in beauty products, reached a GMV of over $107 million, indicating strong consumer demand [73]. - The Philippines market shows a balanced GMV distribution among top stores, with the leading store generating around $24 million [76]. - Malaysia's market features a mix of mid to high-priced products, with the top store focusing on Muslim fashion [79]. - Singapore's market has a significant gap in sales among top stores, with the leading store achieving nearly $9.6 million [83]. TikTok Shop Category Best Practices - Successful brands on TikTok leverage engaging content that resonates with users, driving product popularity through innovative marketing strategies [85]. - Key elements for creating best-selling products include trending ingredients, effective video content, and before-and-after comparisons [88][90]. - The report highlights various successful product categories, including skincare, beauty tools, home organization, fashion accessories, tech gadgets, health products, and kitchen tools, each with unique marketing strategies [92][108][114][120].