Based on data provided by Gloda, this report provides an in-depth analysis of market trends in the fashion accessories industry on TikTok’s U.S. platform in March 2025. It focuses on the decline in both sales volume and revenue, the simultaneous drop in the number of active stores and sell-through rates, and the strong demand for high-end products. This analysis aims to offer businesses valuable market insights and strategic recommendations.

I. Market Overview

1. Declining Sales Volume vs. Stable Revenue

The fashion accessories industry experienced a 20.64% month-over-month decline in sales volume, while total revenue decreased by only 4.34%. This trend suggests that consumers are shifting their purchases toward higher-ticket, premium-quality products. Although overall sales volume has declined, the relatively stable revenue indicates sustained demand for luxury fashion accessories.

2. Decrease in Active Stores and Sell-Through Rates

Both the number of active stores and sell-through rates declined by 4.34% and 1.20%, respectively. This may indicate intensified market competition and operational challenges for smaller sellers. The instability of the market environment could lead to store closures and a slowdown in new store entries. To improve store performance and market vitality, businesses need to focus on product optimization and strategic market adjustments.

3. Strong Demand for High-End Products

High-end products have shown robust demand, with items priced above $100 generating the highest sales revenue of $12.51 million. This further validates consumers' preference for premium, well-designed fashion accessories. The data suggests that shoppers on TikTok are willing to pay a higher price for unique and high-quality products.

II. Strategic Recommendations

1. Strengthen High-End Product Development & Promotion

Given the strong demand for premium products, businesses should continue developing and marketing products in this price range to capture market share and maximize sales.

2. Optimize Product Portfolio & Enhance Brand Influence

With increasing market competition, businesses need to optimize their product offerings, improve product quality, and refine marketing strategies to enhance brand attractiveness.

3. Innovate Marketing Strategies & Boost Engagement

Sellers should explore new promotional channels or optimize existing strategies by increasing consumer interaction and content innovation to reignite interest and drive engagement.

III. Conclusion

This report highlights the dual challenge of premiumization and market concentration in TikTok’s U.S. fashion accessories industry. As consumers continue to lean toward mid-to-high-end products, businesses must reassess their pricing and marketing strategies. Additionally, with the decline in average transaction prices, sellers must identify new growth opportunities and differentiation tactics to maintain competitiveness and market share. By closely monitoring market trends and continuously optimizing product offerings, brand influence, and promotional strategies, businesses can achieve sustained success on TikTok.

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