Drawing insights from Gloda's data, this report examines the US TikTok men's fashion and underwear sector in March 2025.

Amid the global wave of digitalization, TikTok has emerged as one of the most influential social platforms worldwide, with its e-commerce potential continuously being tapped and expanded. Particularly in the menswear and men’s underwear sectors, the market is undergoing unprecedented changes and opportunities. Based on authoritative data from Gloda and the actual performance of the U.S. TikTok market over the past three months, this report provides an in-depth analysis from multiple dimensions, aiming to offer readers a clear and comprehensive view of the current landscape, helping industry players seize the initiative in decision-making.

1. Declining Sales and Market Activity

The data reveals a significant downturn: the number of livestream creators fell by 29.73%, sales revenue dropped by 21.51%, and total units sold decreased by 37.93%. These figures reflect weakening market demand and declining consumer interest. This steady decline may be driven by seasonal fluctuations, sluggish demand, and intensified competition. Moreover, the drop in the number of active products and small stores suggests a trend of sellers exiting the market. The overall underperformance of livestream e-commerce indicates that content and strategies may need to be reworked to reignite consumer engagement.

2. Stable Price Bands with Strong Demand for Mid-Range Products

Products priced between $20 and $50 dominate in sales, number of active listings, and influencer promotions, highlighting concentrated consumer demand within this range. While low-priced products are experiencing weak demand and high-priced products face intensified competition, the mid-range segment shows resilience and serves as a key revenue driver. The relative stability of the average transaction price suggests that consumers are gradually adapting to the pricing structure. Brands should prioritize investment and marketing efforts in this range to further optimize market share and revenue potential.

3. Low Market Concentration Offers Opportunities for New Entrants

Top-performing stores account for only 26.31% of the market share, indicating a highly fragmented landscape. Although December saw a slight increase in market concentration among leading stores, the overall competition remains dispersed, providing ample room for new entrants. However, this fragmentation also brings challenges in brand building and customer loyalty. To gain an edge, sellers must adopt innovative marketing strategies and create differentiated offerings, while staying agile to adapt to market shifts. Changes in active store sales further emphasize the importance of price reduction strategies in the current competitive environment, making cost structure optimization crucial to improving competitiveness.

Conclusion: Seizing Trends to Shape the Future

In summary, the menswear and men’s underwear sector on TikTok U.S. faces a dual reality of challenges and opportunities. The continuous decline in sales and revenue reflects weakened consumer demand and an under-leveraged e-commerce potential on the platform. Mid-range products priced between $20 and $50 remain the pillar of market demand due to their value-for-money appeal and broad consumer base. Meanwhile, the fragmented market structure opens the door for emerging stores but also poses challenges for brand building and customer retention. Looking ahead, as consumer expectations evolve and the market landscape continues to shift, this sector is likely to encounter both growth opportunities and heightened competition in areas such as product innovation, brand development, and marketing models. Industry players should stay closely attuned to market dynamics, accurately identify consumer needs, actively invest in mid-range product categories, and strengthen collaborations with influencers to stand out in this competitive market and achieve sustainable business success.

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