This report analyzes the home appliance market dynamics on TikTok U.S. in March 2025 based on data provided by Gloda. The analysis covers sell-through rate trends, new store openings, and T+1 month sell-through rate changes, offering insights and strategic recommendations for merchants.

I. Market Overview

1. Significant Fluctuations in Monthly Sell-Through Rate

In August 2024, the sell-through rate for newly opened home appliance stores peaked at 29.86%, significantly higher than other months. This suggests a higher market acceptance for new stores, likely driven by successful promotional campaigns or seasonal demand surges. However, since September, the sell-through rate has declined, indicating a drop in market momentum, possibly due to fewer promotional activities or seasonal demand shifts.

2. Continuous Decline in New Store Openings Since November

Since November 2024, the number of new stores has dropped from 1,722 to 569 in February 2025, a 67% decline. This trend suggests rising market entry barriers or a tougher operating environment for new stores. Potential reasons include market saturation, evolving consumer preferences, or economic uncertainty, which may have weakened new sellers' confidence in market potential.

3. T+1 Month Sell-Through Rate Higher Than Initial Month

Data indicates that the T+1 month sell-through rate is consistently higher than the first-month sell-through rate, implying that most new stores achieve better sales performance in their third month of operation. This suggests that stores need time to gain traction, execute marketing strategies, and build consumer trust. For merchants, this underscores the importance of strong early-stage brand-building and marketing investments to shorten the time to first sales.

II. Strategic Recommendations

1. Strengthen Initial Market Promotion

New stores should increase early-stage marketing efforts to build brand recognition and consumer trust quickly, reducing the time required to start generating sales.

2. Enhance Product & Service Quality

To stand out in a highly competitive market, merchants should continuously improve product quality and customer service to meet consumer expectations and drive long-term loyalty.

3. Adapt Marketing Strategies Flexibly

Merchants should dynamically adjust marketing strategies based on market trends and consumer feedback, allowing them to respond effectively to market fluctuations and competitive pressures while increasing market share and brand loyalty.

III. Conclusion

This report highlights key trends and challenges in the TikTok U.S. home appliance market. While premiumization presents growth opportunities, it also intensifies competition. Merchants must continuously innovate to cater to the growing demand for high-quality and personalized products. As traditional marketing methods become less effective, innovative engagement and promotional strategies will be critical. By closely monitoring market dynamics and optimizing product offerings, brand influence, and marketing strategies, merchants can achieve sustainable success on TikTok.

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